ROUGHNECK 1991 MEN'S CARE LAUNCHING #TerikTetepAsik

In 2023, Roughneck launched a skincare product for men. Although Roughneck has a strong fanbase, a different approach was needed to introduce skincare products to its predominantly young customer base, aged 16-25. After studying the demographics, my team and I decided to create a digital campaign titled #TerikTetapAsik.

When developing a campaign, I usually break it down into several stages:

1. Build the Issue (Teaser Phase)

In this phase, I typically create or tap into a trending issue that resonates with the audience and turn it into viral content. At that time, the issue of record-breaking heat in the capital, reaching 32 degrees Celsius, was making headlines. I leveraged this topic to subtly engage Roughneck fans. We encouraged several fans to create videos showing how they continued to enjoy their activities despite the scorching heat.

These videos, showcasing how people stayed cool and confident during intense heat, were compiled and sent to various media outlets. The goal was to create a buzz by tying the harsh weather to the theme of staying fresh and energetic, which seamlessly connected with the introduction of Roughneck's new skincare line.

By tapping into a relatable and timely issue, we were able to generate organic discussions and interest, which paved the way for the next phases of the campaign rollout.

2. Burn the Issue (Teaser Part 2)

After building momentum in the first phase, we moved into the next part of the campaign by engaging Key Opinion Leaders (KOLs) to amplify the trend. For this, we collaborated with several comedy content creators under the same theme, #TerikTetapAsik.

We chose comedy because, based on the psychographics of Roughneck's customers, humor resonates strongly with them. Comedy allows the brand to connect with its younger audience in a fun and engaging way while still delivering the message that no matter how intense the heat, Roughneck's new skincare line helps them stay fresh and comfortable.

These KOLs created comedic skits showing the humorous side of dealing with extreme heat, integrating the skincare product as part of the solution. Their lighthearted responses to the trending issue reinforced the campaign’s message, making it more relatable and shareable, while also subtly promoting the new product.

3. Pre-launch

After the videos gained attention and piqued the curiosity of Roughneck's followers and the content creators’ audiences, we moved into the pre-launch phase. This phase focused on building anticipation and intrigue around the skincare product.

We began by creating spill posts, featuring images of the PR package box from Roughneck’s skincare line—without revealing the actual product inside. The posts were designed to tease the audience and keep them guessing about what was coming next.

These spill posts were shared by content creators and reposted by several online media outlets, all accompanied by a simple, curiosity-inducing caption:

"Siapa yang penasaran dengan #TerikTetapAsik?"

This strategy kept the conversation going and heightened anticipation for the official launch, while maintaining the connection to the trending #TerikTetapAsik theme.

4. Launch

In the launch phase, we focused on digital media for the product release to optimize cost efficiency. We continued utilizing the same channels, collaborating with KOLs and media outlets, but this time with a clear directive: create comedic video content marketing.