Consumers while browsing their smartphones in the night saw teaser brand messages “Are you sleepless?” or “Wanna wish Good Night to your friends?” across the mobile ecosystem i.e. browsers, chat apps, games and social media.

Once they clicked they landed on a rich media based application which allowed consumers to wish their friend a good night’s sleep.

Each greeting card sweetly described a unique situation of the struggle with the sleep. The app posted these greeting cards with customized messages on their friend’s and their Facebook walls. At relevant steps we had subtle branding for Citra night body lotion.

• Citra night body lotion gained 2.3% market share within three months of launch, making it one of the most successful variant launches in the body lotion category.

• 1 million Indonesian women tried the product within first quarter. This increased Citra’s volume growth by 16%.

• The mobile campaign reached 4 million consumers

• 22,000 consumers created 63,000 Citra “Good Night” wishes greeting cards, generating a whopping 19 million Citra branded impressions on Facebook news feed.

• The brand gained 300,000 fans during the campaign period.

Apart from the business and social gains the campaign left sweet memories and changed the habit of Indonesian women who started using a Night Body Lotion.