De Leaf Moisturizing Gel: Skincare for Gen Z and Millennial Self-Care

When De Leaf partnered with Orange Ideas, their vision was clear: to build a strong connection with Gen Z and Millennial women in Myanmar by positioning their Moisturizing Gel as an essential part of modern self-care. In a world where busy schedules often push self-care to the back burner, we designed a KOL campaign to show how De Leaf’s product makes skincare easy, effective, and meaningful.

The Brief

De Leaf approached us with three goals:

1. Resonate with Gen Z and Millennials: Appeal to young women aged 18-35, who juggle busy lives and crave simple self-care solutions.
2. Build Trust through Influencers: Partner with credible KOLs to make the product relatable and authentic.
3. Elevate Brand Visibility: Stand out in a competitive skincare market by highlighting the ease and benefits of De Leaf Moisturizing Gel.

Our Strategy

We focused on using storytelling to create a connection between De Leaf and its target audience. By partnering with influencers who resonate with Gen Z and Millennials, we showcased how the gel fits into daily routines as a quick and reliable self-care step. The campaign emphasized simplicity, authenticity, and real benefits.

Execution Highlights

• Platform Choice: Facebook and TikTok were selected for their strong engagement with the target audience.
• Influencer Selection: We collaborated with popular influencers trusted by middle-class women from urban and upcountry areas in Myanmar.
• Content Focus: Influencers shared their daily skincare routines, highlighting how De Leaf Moisturizing Gel provides soft, smooth, and glowing skin with minimal effort.

The Results

The campaign successfully connected with the audience, delivering measurable outcomes:

• 204,800+ Views: Reaching a wide audience of Gen Z and Millennials.
• 24,805 Reactions and 240+ Comments: Generating genuine engagement and interest.
• Increased Brand Mentions: Boosting conversations about De Leaf across social platforms.

Why It Worked

• Relatable Stories: Influencers made self-care accessible, showing how De Leaf fits seamlessly into busy lifestyles.
• Clear Benefits: The campaign focused on tangible results, helping the audience see the gel’s value.
• Emotional Connection: By tying skincare to self-care, we made De Leaf more than just a product—it became a symbol of prioritizing oneself.

Conclusion

At Orange Ideas, we know that connecting with audiences means understanding their lives and creating campaigns that truly resonate. The De Leaf Moisturizing Gel KOL campaign did just that—showing Gen Z and Millennial women how self-care can be simple and effective, even in the busiest of times. Together with De Leaf, we built a campaign that not only boosted brand visibility but also inspired women to make self-care a priority.