A narrative-driven UGC campaign designed to turn everyday stress into moments of freshness through the uplifting scent of Stella Jeju Orange.
STELLA is a household air freshener brand with a strong presence in Indonesian daily life, trusted for its ability to create a comfortable and pleasant home environment.
- Connect with Gen Z in a natural, non-advertorial way
- Translate product benefits (aroma, mood-boosting effect) into relatable daily moments
- Achieve high reach without aggressive selling
Build brand recall and emotional connection by embedding Stella Jeju Orange into authentic, everyday stories that feel honest, light, and shareable.
- 1,000,000 views
- 825,600 views
- 823,900 views
- 91,400 views
- 768,400 views
Campaign Concept & Narrative: The campaign invited Gen Z to bring the tropical freshness of Jeju into their daily routines.
“Keharuman Stella Jeju Orange yang lembut, manis, dan segar meningkatkan mood dan mengurangi stres.”
Creators shared honest, funny, or even absurd moments of how they release stress and recharge at home, with Stella naturally present in the story.
We focused on story-first UGC, not random virality.
Key storytelling formats:
- Cleaning as a coping mechanism during stressful moments
- Everyday service jobs (ojol, sellers, workers) discovering the scent
- Light emotional tension resolved through fresh, calming aroma
The product appeared as part of the solution, not as the main character.
The narrative approach delivered:
- 216,878 total likes
- 9,105 comments
- 7,338 shares
- 2.33% engagement rate
Audience sentiment consistently highlighted:
- “wanginya segar”
- “terasa mahal”
- “bikin adem & nyaman
This indicates strong emotional resonance, not just reach.
Stella Jeju Orange’s USP was inserted subtly:
- Aroma described through reaction, not claims
- Visual presence blended into routine activities
- No hard CTA, no forced messaging
Positioned Stella Jeju Orange as a mood-boosting, premium-feeling scent in everyday life.
- Narrative-based UGC outperformed random acts
- Relatable daily stories built stronger engagement than gimmicks
- Soft storytelling is effective even without a pre-existing community
- Emotional consistency drives long-term brand recall
This campaign proves that virality and brand safety can coexist when storytelling is done right.
feels natural, not forced?
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