PROPOSAL

Key Opinion Leaders Campa

INDONESIA BEAUTY BLOGGER
 Overview
Summary
01 Cetaphil believe that the market nowadays is already change. Advertising is no more
powerful than word of mouth.

Objective
02 Cetaphil want to trigger conversion from mass brands users to purchase Cetaphil through e-commerce
partners and also amplify trialists experience after using Cetaphil for the first time and recommendation.

Activity
KOL Management is one of marketing solution to engage with Cetaphil’s existing customer and also
03 potential customer to Create Brand Awareness, build brand consideration and generate a trial, the
optimization of specific influencer is needed, to get organic review, engagement,

Goal
04 To make the trialists experience will buy after they see the recommendation from KOLs
 KOLs Management
To get targeted and specific
Microcustomer,
InfluencerCetaphil needs to approach the Key Opinion
Management
Leaders (KOLs) influencer to gain peer to peer word of mouth.

1
KOLs help strengthen the brand’s image as it
benefits from the endorsement of the KOLs
KOLs also can drive faster awareness
KOLs can often deliver much better
than traditional marketing tactics results at a fraction of the cost.

2 3
 KOLs Activity

Instagram Video Post
Engagement with some KOL
beauty vlogers through their
Instagram feed and story.
Link Reference
KOL will put direct link to ecomercee
in theor caption post or swipe up link
1 2 3 4 5 in their Instagram Story. Insta Story
will put to highlight as well.

Facial Wash Tutorial Discount Code

KOL will show tutorials about how to KOL will gave their own personal code
clean your face properly using Cetaphil to purchase with that code in several
Product. ecommerce. So they will get special
discount.
Product Promotion
KOL will emphasize the advantage of using Cetaphil, how Cetaphil is Cetaphil
moisturizes as it cleanses skin, help with skin issue (dry, oily, combination,
normal, sensitive, hypoallergenic and safe for all skin type even for sensitive skin
because its Dermatologist recommended
 KOLs Activity Mechanism

STEP 1 STEP 2 STEP 3 GOAL

Video Message Direct Link Code Redemption

Publication Publication Time Product Purchasing
 KOLs Activity Mechanism
1. Video duration is 1 minute.
2. Showing how the wash their face properly with Cetaphil product
(for Face Cleanser).
3. Showing when her baby take a bath and using Cetaphil product
(for Baby Was and Shampoo)
4. Posting on Instagram feed with caption that explain about how
she loves the product.
5. Posting on Instagram Story with Swipe Up link and hastag.
6. For Face Cleanser using hastag: #SkinLoveIt & # CetaphilX (nama
influencer).
7. For Baby Wash and Shampoo using hastag: #BabyLoveIt & #
CetaphilX (nama influencer).
8. Video should be keep up to 60 days.
 KOLs Activity Timeline

September October November

5 2 3
5 KOLs in September 2 KOLs in October 3 KOLs in November
There will be 5 KOLs in September, using 4 There will be 3 KOLs in November, using 2
There will be 2 KOLs in October, using 1
Ecommerce platforms Tokopedia, Sociolla, Ecommerce platforms Tokopedia, Shopee
Ecommerce platform which is Shopee.
JD.ID, Blibli (will decided later). Product and JD.ID. Product that will be promote is
Product that will be promote is Cetaphil
that will be promote is Cetaphil Gentle Skin Cetaphil Gentle Skin Cleanse and Cetaphil
Gentle Skin Cleanser.
Cleanser, Cetaphil Oily Skin Cleanse, and Baby Gentle Wash & Shampoo.
Cetaphil Baby Gentle Wash & Shampoo.
Key Opinion Leaders List
 KOLs Name

@inivindy
• 294k Follower
• Content Creator
• Youtuber Beauty
• MUA
 KOLs Name

@bylizziepara
• 157k Follower
• Content Creator
• Youtuber Beauty
• Beauty Entrepreneur
 KOLs Name

@molita_lin
• 114k Follower
• Content Creator
• Youtuber Beauty
 KOLs Name

@michimomo
• 99.9k Follower
• Traveler
• Youtuber
• Entrepreneur
 KOLs Name

@puchh
• 89,3k Follower
• Young Mom
• Beauty Enthusiast
 KOLs Name

@nadyaaqilla
• 85.8k Follower
• Beauty Vlogger
• Youtuber
 KOLs Name

@chaasbetty
• 50,9k Follower
• Beauty Enthusiast
• Fashion Enthusiast
 KOLs Name

@veronicaong
• 43,7k Follower
• Beauty Vlogger
• Youtuber
 KOLs Name

@christinesindoko
• 43,4k Follower
• Content Creator
• Youtuber Beauty
 KOLs Name

@jihanputri
• 27,8k Follower
• Beauty Vlogger
• Youtuber Beauty
Terima Kasih