Context — Entering Indonesia’s Beauty Market with Impact
SOME BY MI, a global beauty brand, sought to expand its footprint in Indonesia—a market full of beauty-savvy consumers. With growing competition and a need to build stronger brand presence, the brand aimed to create memorable experiences that would resonate with local audiences and drive engagement beyond traditional advertising.
What We Did — Engaging Events with Strategic Support from Cothink
To bring this vision to life, SOME BY MI partnered with Cothink to launch two impactful, experience-driven activations:
- Jakarta x Beauty Booth: At the Female Daily Jakarta x Beauty event, the brand attracted around 1,200 visitors with an interactive booth that featured product trials, giveaways, social media activities, and lucky draws—leading to product sales
- Sarinah Mall Activation: SOME BY MI first standalone interactive event was held at Sarinah Mall, Jakarta. Cothink designed a tailored activation strategy that encouraged direct consumer interaction and reinforced brand identity in a fun, engaging environment.
Result — Strong Consumer Engagement and Future Expansion
Both events received enthusiastic responses from attendees and boosted product demand. Through these activations, SOME BY MI strengthened its local presence and built deeper connections with Indonesian consumers. Following the success, the brand plans to expand similar events to other major cities, further embedding itself in the country’s vibrant beauty landscape.