PT Kino Indonesia Tbk wins Consumer Good of the Year (Hair Care) - Indonesia in FMCG Asia Awards

Ellips Hair Vitamin Mist boosts market share by 2% and wins hearts with +200% return on advertising spending.

PT Kino Indonesia Tbk has clinched the prestigious Consumer Good of the Year (Hair Care) - Indonesia award at the FMCG Asia Awards, lauding the successful launch of its Ellips Hair Vitamin Mist.

This innovative product has not only solidified PT Kino Indonesia Tbk's position as a frontrunner in the hair vitamin category but has also yielded impressive results. These include a 2% increase in market share, a 4% and 24% boost in brand reputation and consumer satisfaction, respectively, and a staggering over 200% incremental return on advertising spending (ROAS) on e-commerce platforms.

This achievement underscores the company's commitment to excellence and innovation in providing high-quality hair care products that effectively meet the diverse needs of its customers. The award serves as a noteworthy recognition of PT Kino Indonesia Tbk's dedication to delivering exceptional products and further establishes its standing as a leader in the industry.

Ellips Hair Vitamin Mist is a revolutionary product that has taken the Indonesian hair care market by storm. It is the first hair mist in Indonesia that is infused with ProVitamin B5, making it more than just a hair fragrance. It is a convenient and effective hair care solution that helps women on the go look and smell their best.

Kino Indonesia, the company behind Ellips Hair Vitamin Mist, is committed to leading the brand without leaving behind local values. The #ShineAllTheWay campaign is a testament to this commitment. The campaign not only promotes Ellips Hair Vitamin Mist as a convenient hair care solution but also encourages modern women to reach their full potential and live their dreams.

The #ShineAllTheWay campaign has been a resounding success, helping Ellips Hair Vitamin Mist achieve impressive market share growth, brand reputation enhancement, and increased consumer satisfaction.

Ellips Hair Vitamin Mist has undergone clinical testing and has been proven to provide a long-lasting fragrance effect for up to eight hours, which is a significant business advantage. This means that the product is not only effective but also reliable and trustworthy. This is important for consumers, who want to know that they are using a product that will deliver on its promises.

As part of the campaign's strategic initiatives aimed at establishing brand identity and enhancing reputation, Ellips has strategically positioned itself on public transportation, directly reaching its target audience. This includes prominent placement at the primary Jakarta commuter line hub, featuring wall branding, booth experiences, branding in women's carriages, and offering a free blower experience.

Significantly, Ellips has formed a partnership with Grab Indonesia to amplify awareness through Grab Parades, free product sampling, and branding on helmets and bikes. This collaboration has propelled Ellips to the forefront, securing the leading position on the Twitter app as the most talked-about topic, notably marked by the hashtag #EllipsBebasKibas.

To sustain the momentum of their successful campaign, Ellips has forged a strategic partnership with a prominent Asian retail beverage company to create an exclusive series of beverages inspired by the diverse variants of Ellips Hair Mist. This collaboration involves enticing promotions with purchases and special meet-and-greet events featuring a notable muse from Indonesia.

The goal is to capture the attention of a younger audience and introduce a dynamic and immersive approach to becoming an integral part of every consumer's journey. This event has proven to be a resounding success, garnering an impressive 64% news coverage and achieving an average PR score of 4.3, marking it as a high-level accomplishment. The coverage is predominantly sourced from Media Tier 1, a mainstream media outlet known for its highest-performing page views and engagement metrics.

The campaign's success is evident through a notable 2% increase in market share. Ellips's Brand Understanding and Market Outreach (BUMO) experienced a commendable 4% boost, whilst brand satisfaction surged impressively by 24% throughout the campaign. This heightened consumer contentment translated into a remarkable over 200% increase in ROAS on the e-commerce platform. Furthermore, the campaign garnered exceptional reviews from one of Indonesia's largest female publishers, earning a stellar rating of 4.7 out of 5.

The comprehensive achievements of the campaign, encompassing market share growth, enhanced brand reputation, and heightened consumer satisfaction, affirm its resounding success and merit the Consumer Good of the Year Award.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].