@Lux_ID’s Twitter Mirror allowed celebrities to share their selfies in real time. The selfies also were used in Promoted Tweets that aligned the brand with Indonesia’s top stars and boosted awareness of @Lux_ID’s new product range. The brand owned the conversation by using the #White2Impress hashtag.
@Lux_ID’s target audience — women aged 18 to 35 — are active Twitter users and avid followers of celebrity news. The brand used Twitter’s real-time nature to create buzz around the awards event. The selfie campaign allowed @Lux_ID to create an association with fame and beauty in the minds of its audience.
@Lux_ID built its campaign around #IMA2015 and #White2Impress and shared photos of the awards event in Promoted Tweets. It also used keywords like ‘awards’ and ‘movies’, and targeted the followers of brand ambassadors Bunga Citra Lestari (@bclsinclair) and Sherina Sinna (@sherinasinna) and of news outlets @detikcom and @cinema21.
Celebrities have large followings and deep engagement within Twitter, so Twitter became the right platform for us to drive conversation about our new Lux Whitening range. … Twitter provided us with the opportunity to create buzz and have a conversation with the fans during the Indonesian Movie Awards.