Content That Converts: How Our Creative & Ads Management Grew Moist Diane
CASE PW.4
Client: Moist Diane
Industry: Hair Care
What We Do: Social Media Management
Introduce Moist Diane as a premium Japanese haircare brand, known for its Argan Oil and silicone-free formulations
The Challenges
Introduce a high-price-point Japanese brand to a new market. We had to educate consumers on why "silicone-free" and "premium oil" were worth the investment.
The Objective:
Establish and, more importantly, maintain a premium, trustworthy, and sophisticated brand image.
Build a deeply engaged community of brand advocates, not just passive followers.
Successfully evolve the brand's voice to stay relevant, mastering new platforms and trends while remaining true to the core brand.
The Solution:
Insight: Premium Buyers Desire Utility, Not Just Aesthetics
We realized that in the Indonesian beauty space, a 'pretty' feed isn't enough. Our audience is highly educated. To justify the premium price, they demand proof and education presented beautifully. Our strategy became 'Aesthetic-Utility'
Strategy
Phase 1 (1-2 years): We first established Moist Diane as the ultimate "dream hair" brand. Our content focused on high-end, aesthetic 'shelfies,' product texture shots, and gentle education on 'The-No-Silicone-Difference.' This built the core premium identity.
Phase 2 (3-4 years): When TikTok took over, we pivoted. We avoided cringey dances and instead translated our 'Aesthetic-Utility' insight to video. We created content pillars like 'How to Really Wash Your Hair,' 'Hair-Cycling Routines,' 'Dandruff Myth-Busting,' and 'POV: You found the solution for hair fall,' all filmed with a premium, engaging feel.
Execution: Full-Funnel Social Media Management
Multi-Platform Content: Managing distinct, high-volume content calendars for Instagram (aesthetic/community), TikTok (utility/trends), and Facebook.
Community "Gardening": Not just "management." We actively nurtured a 4-year-long conversation, turning user questions into content and fostering a "sister-like" advice-sharing environment.
Long-Term KOL Management: We shifted from one-off "paid" posts to building genuine, multi-year relationships with trusted "hairfluencers" who became true brand advocates.
Trend & Competitor Reporting: Bi-weekly "what's next" reports to ensure Moist Diane was never behind the curve.
