PZ Cussons appoints Lion & Lion to develop an integrated eCommerce strategy for Indonesia

Lion & Lion will lead campaigns for multiple brands under PZ Cussons across multiple platforms to drive brand value, trust and sales.

Lion & Lion, a creatively-driven, digital-first agency, is working with PZ Cussons to establish its footprint in the Indonesian eCommerce market. The partnership involves driving eCommerce campaigns using a creative combination of targeted brand marketing and media strategy.

Capturing the eCommerce segment

PZ Cussons is an international consumer goods group based in the United Kingdom with operations in Europe, Africa, Asia and Australia. The group has been operating in Indonesia for 33 years, developing and manufacturing products that are relevant, innovative and of high quality, while maintaining a deep understanding of the needs and aspirations of its local consumers.

COVID-19 created a shift in consumer behaviour. People are shopping more consciously, and are embracing digital commerce. To manage social distancing, consumers are using the digital space to connect, learn and play. We leverage on this trend in order to better serve our consumer priorities, which are currently centred on fulfilling their basic needs. Lion & Lion demonstrated good strategic thinking and a structured approach in its solutions for us in this environment, hence our decision to partner with them,” said Satish Kunwar, Head of Digital Commerce, PT PZ Cussons Indonesia.

Lion & Lion will lead PZ Cussons’ eCommerce campaigns in Indonesia by building upon the company’s tagline of ‘Enhancing Everyday Life, Creating Moments of Delight’. To deliver this brand promise, the agency developed a comprehensive approach that combined brand performance analysis, market and category data, and consumer behaviour insights, thus ensuring that the brand’s communication strategy resonates with its target audience.

The agency will also manage creative visual curation by designing PZ Cussons’ digital shelving across all its sub-brands including Cussons Baby, Cussons Kids, Imperial Leather, Original Source and Carex. Platforms targeted for the campaigns comprise regional shopping channels Shopee and Lazada, as well as homegrown online outlets such as Tokopedia and JD.ID.

John Campbell-Bruce, Managing Director of Indonesia, Lion and Lion, shared that “Indonesia’s eCommerce scene has been growing rapidly in recent years, especially since the start of the pandemic. It is no longer an isolated touchpoint with the sole purpose of purchase-and-go only. For brands to thrive today, it is critical to provide a consistent experience across all channels which includes eCommerce in order to drive strong brand affinity and sales”.

He adds, “As the current eCommerce ecosystem contains thousands of merchants competing for consumer attention and sales, brands that invest in quality experiences with an emphasis on delivering value for customers will see phenomenal results. If consumers can understand what a brand stands for, how they can relate to it, and how the products can provide utility for them, they will develop a relationship of trust and value with those brands.”

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