Sania: Hampers for Heroes
A social media activation campaign celebrating frontline workers during the pandemic — positioning Sania cooking oil as a brand that cares about Indonesia's everyday heroes.
Client
Sania
Category
Social Media
Industry
Consumer Goods
Year
2022
The Brief
The Challenge
Sania needed to build authentic brand love during a period when consumers were hyper-aware of brands that spoke loudly but did little. The campaign had to feel genuine, not performative.
What We Did
Our Approach
We built an activation centred on real giving — Sania hampers delivered to frontline workers — amplified through social media with creator partnerships that kept the tone warm and human, never corporate.
The Outcome
Campaign generated strong earned media and community goodwill. Brand sentiment lifted 22% during the campaign window.
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