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Sunlight Biocare Nature brought a fresh perspective to Indonesia’s dishwashing market — one where purpose and precision worked hand in hand. In a category dominated by price-driven competition, Sunlight partnered with Grivy and Mindshare to create a campaign that turned sustainability into measurable action. Using a unique value offer and a personalized consumer journey, the campaign engaged millions through mobile-first experiences, real-time prompts, and in-store redemptions. Beyond just distribution, every interaction became an opportunity to learn — asking users key behavioral questions such as “Which dishwashing product have you bought in the past three months?” to uncover switching potential and map purchasing behavior. This insight-led approach enabled Sunlight to convert competitor users, amplify brand love, and deliver one of its strongest redemption performances to date.
In Indonesia’s competitive dishwashing market, Sunlight faced a clear challenge — inspiring consumers to choose quality and sustainability over price. The answer came through Sunlight Biocare Nature, a plant-based, eco-conscious variant that brought gentle care with powerful cleaning. The brand sought to engage modern homemakers who make purchase decisions both online and offline. Through Grivy’s technology-led journey, Sunlight reached these consumers at the right moment — transforming an everyday purchase into a meaningful experience. The Rp5,500 value offer, amplified across digital channels and redeemed at Alfamart and Indomaret, gave consumers an instant reason to try while reinforcing the brand’s purpose of caring for both families and the environment.
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Reinforcing leadership through digital transformation
Sunlight’s mission was to strengthen its leadership in the dishwashing category by converting users of competitor brands into loyal buyers of Sunlight Biocare Nature. The campaign aimed to drive trials, increase repeat purchases, and capture deeper behavioral insights to build sustainable loyalty. Beyond sales, Unilever sought to establish Sunlight Biocare Nature as the preferred eco-friendly choice for Indonesian families, while leveraging data to create personalized experiences that would nurture long-term relationships.
An insight-driven digital journey turning consumer responses into real conversions.
Redefining category performance with insight-led engagement
The Sunlight Biocare Nature campaign delivered exceptional results that demonstrated how data, purpose, and consumer empathy could coexist to drive growth.
By combining sustainability, interactivity, and precision, Sunlight Biocare Nature turned data into empathy and routine purchase into purpose. The campaign proved that when a brand listens, learns, and rewards — even a simple question can spark powerful change in consumer behavior.
