"Life Story" x SKINTIFIK
This project details a successful paid collaboration with skincare brand SKINTIFIK, designed to enhance its connection with Indonesian students and young professionals in Australia. The campaign centred on the production of a strategic Instagram Reel that integrated SKINTIFIK's product line into a relatable narrative, moving beyond traditional advertisement to foster genuine brand affinity.
Project Brief & Objectives
SKINTIFIK sought to position its products as essential components of a modern, aspirational lifestyle for Indonesians living abroad. The key objectives were:
To create authentic, engaging content that resonated with the Indonesian student diaspora in Australia.
To showcase the Panthenol Cleanser and Exfoliating Pads within a realistic daily context.
To drive significant brand awareness and reach within this specific demographic.
To deliver a single, sub-2-minute Instagram Reel, supported by a one-month boosted advertising campaign.
My Role & Delioverables
As the Content Creator and Strategist, I was responsible for the end-to-end execution of this campaign. My key responsibilities included:
Creative Strategy & Narrative Development: Conceiving a content angle that balanced aspirational elements with authentic, relatable experiences.
Scriptwriting & Full-Cycle Production: Writing, filming, and editing the final Reel.
Client Collaboration: Managing the project through two rounds of revisions to ensure brand alignment and satisfaction.
Campaign Amplification: Overseeing the month-long boosted promotion to maximise campaign impact.
Creative Strategy:
The 'Life Story' Framework
The strategy moved away from direct product promotion towards integrated storytelling. The concept, "A Day in My Life Studying in a Developed Country – Australia," was designed to build trust and engagement by mirroring the genuine content the target audience consumes.
The narrative was built on four key pillars:
Relatability: The script opened with shared experiences, such as the habit of currency conversion, to create an immediate connection.
Aspirational Context: Filming in iconic locations like Coogee Beach associated the SKINTIFIK brand with a desirable lifestyle.
Natural Product Integration: Skincare was presented as a logical part of a daily routine, addressing genuine needs like UV protection and post-sun exposure care.
Philosophical Alignment: Weaving in a message about personal choice and living beyond others' expectations aligned the brand with values of self-care and independence.
Final Campaign Asset
The delivered Reel followed a clear narrative arc, seamlessly incorporating brand messaging:
"Coming from an upper-class Indonesian background, my initial arrival in Australia was a study in cultural adjustment. The instinct to convert every price to Rupiah was strong, and the cost of everything, from staples to skincare, was noticeably different.
In my current daily routine, I've incorporated the Panthenol Cleanser. With the Australian summer approaching, maintaining skin health is crucial, especially with the intense UV exposure here—sunscreen is non-negotiable.
Summer here draws everyone to the beach. While I often swim at Coogee, today was for relaxing with a yoghurt and conversing with a close friend from Bandung. We discussed life after university—career paths, the decision between working in Australia or returning to Indonesia to manage family businesses.
It's a common crossroad. Many of my peers ultimately return, often for pragmatic reasons tied to family enterprises. However, I believe the choice is deeply personal. Not everyone thrives abroad, just as not everyone is content in Indonesia. The key is to find the path that is right for you.
After a day out, my evening routine includes the Exfoliating Pads. They are straightforward to use. I follow with a moisturiser to maintain hydration. My skincare regimen is simple, aided by the clean local environment. A significant aspect of life here is the freedom to be yourself without judgement, provided you respect others. That's all for today. If you have any questions about life in Australia, please share them in the comments."
Campaign Performance & Results Analysis
The Reel achieved significant metrics, demonstrating success in awareness and reach. Key performance indicators included:
Reach & Impressions: The Reel garnered 65,043 total views and reached 50,553 accounts.
Audience Expansion: The vast majority of viewers were non-followers, confirming the content's effectiveness in attracting new, relevant audiences for the brand.
Strategic Distribution: Analysis of view sources confirms the content was successfully promoted by Instagram's algorithm:
39.5% from Feed/Stories: Strong performance within the core user experience.
24.3% from the Reels Tab: High engagement from users actively seeking entertainment.
23.8% from the Explore Page: A critical indicator of success, demonstrating the Reel's relevance to users interested in related topics such as international student life and skincare.
This collaboration with SKINTIFIK was a demonstrable success. By prioritising authentic narrative over hard selling, the campaign achieved its primary goal of building brand awareness within a targeted, valuable demographic. The strategic content approach resulted in high reach and effective audience expansion, positioning SKINTIFIK as a natural and aspirational part of the modern Indonesian student's lifestyle abroad. The project underscores the power of nuanced, story-driven content in contemporary digital marketing.