Phibious Indonesia wins The Body Shop digital account due to ‘millennials’ focus

Following a multi-agency pitch, independent shop Phibious has won The Body Shop Indonesia’s first ever digital-only account – the scope including social media, content creation and influencer management. Phibious chief executive officer Anish Daryani told Mumbrella Asia the 11-strong team on the account were inspired by the client’s ‘Enrich, not exploit’ mission.

“There is a different sense of pride working for a brand that’s actively taking measures to give back to the community and environment,” he added. “We want to use this as an opportunity to challenge the status quo and create the much needed disruption in an otherwise-clichéd beauty category.”

Daryani revealed that a “pool of local influencers” would be contributing to campaigns as well as the Indonesian-German actress Cinta Laura, who recently made her Hollywood debut.

Meanwhile, The Body Shop Indonesia CEO Aryo Widiwardhono said that the switch to Phibious was motivated by a desire for the brand to reach out to a new millennials consumer base as well as loyal customers. 

“We believe it’s time for us to extend our appeal with the Indonesian millennial, and renew our vows with our loyal users, who have changed their media consumption habits over time,” said Widiwardhono. “Which is why we have adopted a ‘digital-only’ marketing strategy – the first of it’s kind in Indonesia.

“After a rigorous pitch process we found the right amount of passion, understanding for the brand, hunger and ideas in Phibious. We are looking forward to working with them in winning our consumers’ hearts.” 

The Body Shop was founded in 1976 with its first store in Brighton, in the south of England. In 2016, the brand was acquired by the L’Oreal Group. The company first entered the Indonesian market in 1992 and has 150 outlets across the country.

Phibious is a digital agency focused on emerging markets. It has offices in Indonesia, Vietnam, Cambodia, Myanmar and Laos – and a staff of 25 people.


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