Building Alora Paints' Communications Foundation
for Sustainable Value Proposition
Alora Paints, a newly launched and forward-thinking e-commerce startup offering environmentally-friendly painting solutions, aimed to create brand awareness about their launch. Brewer undertook the challenge of creating a communications programme from scratch.
Our efforts revolved around achieving two core objectives:
- Laying a strong communication foundation to effectively engage new homeowners, media, professionals, and sustainability advocates
- Conveying Alora’s environmental value proposition for both professionals, homeowners and sustainability advocates
Results and Impact
- 52 Million Impressions
- 100% Key Message Delivery across 100% of Alora’s Tier 1 media targets (print, broadcast and digital)
- 30% Social Engagement Rate
- Lead Generation and Partnerships
- Enhanced Brand Awareness
OUR ROLE
- Integrated Launch Plan Development
Created an integrated communication plan to launch the campaign in Indonesia, incorporating PR, social media, influencer partnerships, and paid media strategies. We worked closely with partner agencies to ensure seamless execution of the plan. - Narrative and Messaging Development
Created the overarching “Not all Water is the Same” campaign narrative. We also developed messaging to highlight AQUA’s superiority, highlighting the brand’s commitment to delivering high-quality water and protecting Indonesia’s water sources. - Expert Engagement
Built credibility by collaborating with hydrology and health experts, ensuring the message was grounded in science and resonated with the target audience. - Media Engagement
Organised a closed-door editorial briefing with 14 top-tier editors to provide in-depth context on water quality issues in Indonesia. The campaign was officially launched with a media gathering, featuring a panel discussion with hydrology and health experts, and attended by over 50 journalists.