KOL CAMPAIGN HEALTHY MATTE | 2023

Nano KOL Project

Carasun Healthy Matte Campaign

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CAMPAIGN BRIEF

Concept :Review Carasun Healthy Matte with 12 Hour Oil KOL Requirement :
Reduction.
● 900 KOL
Objective : Gain trust and interest to the products by review ● 100% KOL IG Reels
communicate the usp and the claims. ● Min. followers :
- Nano : 3,000
Campaign Period : Sept - Dec 2023 - Micro : 10,000
● Beauty KOL Criteria
Platform : Instagram (100% IG Reels) - High ER (IG : 2-3%)
- 70% Skincare enthusiast, skincare reviewer
Estimated Breakdown KOL (per month) :
- 30% makeup
- Good views - consistent video views for past 14 days - min 1K
- October : 600 Nano
- In past 30 days have ever review semi premium skincare brand
- November : 200 Nano
(Loreal Paris, Skintific, COSRX, Peterson Lab Sunscreen,
- December : 100 Nano
Avoskin, Something, Skingame
SOW per KOL : - Quality video production - aesthetically pleasing, good light,
good VO
- 1x IG Reels Product Review - High Likes + No of comment min 10% of number follower
- All content can be reposted on Brand’s Asset - Comment section focus on discussion the product and NOT the
KOLs
● Female & Male (18-35 thn)
Product List & Value/per KOL : ● Domisili : Indonesia

● CARASUN Healthy Matte Sunscreen - 30ml Rp 99,000 *Notes : Alternatif KOL bisa dishortlist oleh Brand Team
● CARASUN Healthy Matte Sunscreen - 70ml RP 199,000
Nano KOL Reference : click here
ESTIMATED BUDGET ALLOCATION & KPI
KOL CAMPAIGN HEALTHY MATTE | 2023

OCT NOV DEC TOTAL

Carasun Healthy Matte with 12 Hour Oil Reduction.

I see everyone is raving Carasun Healthy Matte that can provide 12 H oil reduction
And I Approve 12h oil reduction and approve it in my own skin!

600 Nano 200 Nano 100 Nano 900 KOL

AGENCY KPI MUST BE GUARANTEE :

ER* : 5%
Completed Views Rate* : 1%
Reach : 2.475.000

*ER (%) : Total Engagement/Total Views

*Completed Views Rate (%) : people who watch video until the end of the total video views (The total completed video views
divided by the total video views)
*Total Video duration KOL (max. 60s/1 minute)
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*Budget
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and agency
information fee
contained & for
in these Nano-Micro
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 KOL CAMPAIGN HEALTHY MATTE | 2023

KOL’S BRIEF CONTENT

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 Communication Guideline :
KOL CAMPAIGN HEALTHY MATTE | 2023

● Educate audience about the product through proven it while do a

daily activity. Show the before and after using the product to gain
HERO: MEGA, MACRO, MICRO, NANO audience interest and trust.
OBJECTIVE: MASSIVE AWARENESS ● Opening:
PLATFORM: INSTAGRAM & TIKTOK ○ Mention Carasun Healthy Matte unique feature
■ SPF 50+ & PA++++
■ Added Skin Benefit to reduce oil (Kaolin Clay) and
Product (Artemisia Capillaris) give nourishment (2x Natural
Extract)
Experience by ■
■
Safe for sensitive skin
Non Acnegenic: Will not cause new acne
Deep Dive ○ Prove it by yourself weather Claim 12H Oil Reduction is true/not
■ Show how oily your face looks like (with blotting
Ingredients paper) atau image that show how oily your face can
be
■ Show the time when you start the review
● Torture test:
Life Test: ○ Test the product that can claim 12H oil reduction in outdoor
activity - and show the audience how is your face looks like
12H Ultimate throught out the day.
● Ending:
Productive Day ○
○
Show Before after using Carasun Healthy Matte
Explain the experince that you feel through using the
X Carasun ○
product
Ending - “Aku approved Carasun Healthy Matte - Kasih 12
jam Oil Reduction”

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Detail Brief - A1
KOL CAMPAIGN HEALTHY MATTE | 2023

Open with click bait opening Reveal the product

Opt 1 Opt 2
Challenge weather the claim Muka ku biasanya
is true or not My Before After Se-oily ini
09.00

My typical Oily NOW, setelah aku

Skin ketemu sunscreen
ini!

Open with click bait opening Reveal the product

Opt1: show before after how this new sunscreen makes your face less ● Show the product & application
oily than before ● Mention Carasun Healthy Matte unique feature
Opt 2: You want to test a product that can claim 12H oil reduction ● Inform how do you want to test.
©2023 COPYRIGHT OF ○ Show how oilly your face looks like (with blotting paper)
This information contained in these documents is confidential, privileged and only for the information of the intended recipient and may not be
IMADI MEDIA atau image that show how oily your face can be
used, published or redistributed without the prior written consent of Imadi Media.
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○ Show the time when you start the review
CONT.
Detail Brief - a2
KOL CAMPAIGN HEALTHY MATTE | 2023

Test ENDING

12H Journey
● Show your activity throughout the day ENDING
● Check out your face after 6H - idea ● Show Time after you finish the day
Selfie with Flash light to show its oily ● Blot Face
or not ● Compare Blotting Paper - your typical oily skin vs using
● Show that you bring Carasun Healthy Carasun Healthy Matte
Matte throughout the day ● Inform Carasun has 2 size: 30 ML & 70 ML
©2023 COPYRIGHT OF ● Mention Aku approved Carasun Healthy matte Kasi 12
IMADI MEDIA
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Jamconsent
used, published or redistributed without the prior written Oil Reduction!
of Imadi Media. While holding the product
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● CTA to buy
DO’S AND DON'TS
KOL CAMPAIGN HEALTHY MATTE | 2023

1. KOls need mention brand name correctly - KARASAN

2. KOls need to have before after
a. Before : your typical oily skin (can use picture / blotting paper)
b. After: Using Carasun Healthy Matte - compare the blotting paper before vs after
c. Show the time: Morning application & after 12 Hours
3. Product review:
a. Highlight product by holding product to the camera (branding must be clear)
b. Showcase before after 12H to show oil reduction in 12H
c. Applied product to the face - texture and gesture blending the cream need to be clear
d. Mention product ingredients and why KOls see this is a great combination
e. Mention SPF Carasun has been test in - vivo to ensure that consumer will get the same level of SPF that product claim +
insert the claim test of Carasun.
f. Explain how the product feels throughout the review
4. Video
a. Max duration 1 minute
b. Carasun need to be highlighted 3x: Opening (max 5s); Middle ; Ending
c. Daylight - clear video - clear VO
5. Closing: Need to mention “Aku approved Carasun Healthy matte Kasi 12H Oil Reduction! While holding the product

1. Not an honest review

2. SARA & Politic
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4. Mention Carasun Healthy Matte have Oil Control
 KOL CAMPAIGN HEALTHY MATTE | 2023

Thank You!

©2023 COPYRIGHT OF
IMADI MEDIA This information contained in these documents is confidential, privileged and only for the information of the intended recipient and may not be
ALL RIGHTS RESERVED used, published or redistributed without the prior written consent of Imadi Media.