Somethinc, Indonesia’s leading homegrown skincare brand, launched an insight-led campaign for its Gentle Jelly Cleanser with redemption at Alfamart and Alfagift. This campaign stood out for its mobile-first approach, cross-channel synergy, and real-time conversion optimization. By combining Grivy Wallet, Instagram Ads, and Alfamart in-store promotions, the campaign created an end-to-end user experience that simplified trial, encouraged purchase, and rewarded engagement.What made it unique was its ability to bridge online curiosity and offline purchase — empowering consumers to claim, locate, and redeem seamlessly via mobile. With over 4.1 million impressions, a 100% claim rate, and over 3,000 redemptions within one month, Somethinc’s campaign not only exceeded its sales target but also reinforced its reputation as a brand that connects innovation with consumer accessibility
Where Digital Meets Daily Skincare Habits
Somethinc sought to strengthen its presence among Indonesia’s young, mobile-first consumers by focusing on accessibility and engagement. Competing in a crowded skincare market, the brand leveraged Grivy’s digital-to-retail solution to transform product discovery into measurable action. The campaign invited users to claim a digital offer for Somethinc Gentle Jelly Cleanser via Grivy Wallet and Instagram ads, leading them through a smooth authentication and claim process. From the moment they clicked, users could find their nearest Alfamart, navigate there, or shop via Alfagift. Every touchpoint was designed for convenience, empowering users to try Somethinc with minimal friction. This seamless, guided experience made the campaign more than a promotion — it became an everyday skincare journey that consumers could act on instantly.
Driving trial while building a data-enriched skincare community
Somethinc aimed to amplify its reach among both loyal and new customers, focusing on driving trial through an accessible value offer while collecting first-party data for future personalization. The campaign sought to build consumer loyalty by merging digital performance with real-world engagement — converting awareness into meaningful data insights that would fuel long-term retention strategies.
A mobile-first, insight-driven journey connecting discovery to redemption
Reinventing skincare sampling with measurable performance
The Somethinc Gentle Jelly Cleanser campaign exceeded every performance benchmark, showing that great storytelling paired with frictionless technology can build lasting brand impact.
Through its collaboration with Grivy, Somethinc demonstrated that skincare innovation isn’t just about the formula — it’s about the experience. By combining digital engagement, behavioral insight, and retail connectivity, the brand redefined how beauty brands can connect, convert, and cultivate loyalty in a data-driven world
