How Dermatix Ultra Reached 911K Indonesian Moms and Delivered 30x More Actions Than Target

The transition into motherhood changes everything — including a woman's body. But in the rush of caring for a newborn, many new moms put their own recovery last. C-section scars heal quietly, often untreated, while the conversation around postnatal care stays focused on the baby.

#TreatYouRight was Dermatix Ultra's answer to that silence. Rather than leading with product efficacy, the campaign started with a different question: when did you last take care of yourself?

Brand Introduction

Dermatix Ultra is a clinically proven scar treatment gel developed by Menarini, one of Europe's leading pharmaceutical companies. Formulated with CPX Technology and Vitamin C Ester, Dermatix Ultra is designed to soften, flatten, and fade the appearance of scars — including surgical scars, C-section scars, and post-injury marks — with consistent daily use.

For new mothers in Indonesia, C-section scars are one of the most common yet least talked-about aspects of the postnatal experience. Dermatix Ultra's #TreatYouRight campaign set out to change that — positioning scar care not as a medical concern to be managed, but as an act of self-care that every new mom deserves.

Objective

Dermatix Ultra needed to build awareness of postnatal scar care as a meaningful self-care practice among Indonesian mothers, while positioning Dermatix Ultra as the trusted daily solution. The campaign also needed to reach new moms at scale across two platforms — converting awareness into genuine consideration and purchase intent.

Supermom designed a two-part campaign combining an intimate offline event for selected KOMs with an extended UGC activation across Instagram and TikTok. What made this campaign distinctive was its trial-first structure: KOMs used Dermatix Ultra for two weeks before creating any content, ensuring that every piece of UGC was grounded in a real, lived experience — not a brief.

Strategy & Approach

Part 1: The Treat You Right Event

Before a single post was published, Supermom brought selected KOMs together for an intimate offline event in Jakarta on 2 October 2025. The event was designed not as a product launch, but as a space for moms to reconnect with themselves.

Three sessions shaped the day. A postnatal expert sharing session led by wellness practitioners explored how mothers can care for their body, mind, and emotions after childbirth — with scar treatment introduced as a natural, important part of that recovery. A 360 breathing and journaling session gave moms space to process emotions and feel genuinely supported. A colour analysis session hosted by MyColorID offered something lighter: a playful moment of rediscovery, helping moms reconnect with their own identity and confidence beyond the role of carer.

Each KOM left the event with Dermatix Ultra to try over the following two weeks — and a story that was authentically their own.

Part 2: UGC Activation: #TreatYouRight

Following the trial period, 30 KOMs published content across Instagram Reels, Instagram Stories, and TikTok — sharing their personal skin recovery journeys, before-and-after reflections, and the emotional experience of finally taking time for themselves. The content was honest because the experience was honest. Moms weren't performing for a brief. They were sharing something they had actually lived.

Platform strategy was deliberate. TikTok carried the awareness load — built for discovery, reach, and the kind of emotionally resonant short-form content that stops a scroll. Instagram held the trust-building role — deeper engagement, longer consideration, and stronger community interaction around a topic that moms genuinely wanted to talk about.

The campaign overdelivered across every metric, in some cases by orders of magnitude:

Total Reach: 911,402 — +5,976% vs the 15,000 target
Total Actions: 45,944 — +3,303% vs the 1,350 target
Total KOM Followers: 575,091 — +475% vs the 100,000 target
Engagement Rate: 8% — double the top end of the 2–4% industry benchmark

TikTok was the standout platform, generating 92% of total reach (840K) and 91% of total video plays (1M+), with a 21% engagement rate that far exceeded benchmarks. The platform's discovery power meant that content about postnatal self-care reached well beyond the KOM fanbase — spreading into communities of new and expecting mothers who had never encountered Dermatix Ultra before.

Instagram played its complementary role with precision — delivering a 10% engagement-to-reach rate and fostering the kind of sustained, thoughtful interaction that scar care content requires. Moms asked questions, shared their own experiences, and recommended the product to others in the comments.

The numbers are extraordinary, but the reason behind them is straightforward: when you give moms a genuine experience before asking them to talk about a product, the content they create is in a different category from anything scripted.

The trial-first model changed the content quality. KOMs who had actually used Dermatix Ultra for two weeks before filming weren't guessing at results or performing enthusiasm. They had real skin to show, real progress to reflect on, and real emotional narratives around the experience of treating themselves right. That authenticity is not something that can be produced any other way.

The offline event built the emotional foundation. By hosting a postnatal wellbeing event before activating any UGC, Supermom gave KOMs a shared experience and a shared language. The content they subsequently published didn't just promote a product — it continued a conversation that had started in a room together, with their real feelings as the starting point.

TikTok proved that sensitive topics can travel at scale. Postnatal scar care is not a category brands typically expect to go viral. But #TreatYouRight demonstrated that when sensitive content is handled with honesty and warmth rather than clinical detachment, audiences don't just engage — they share. The 21% TikTok engagement rate and 840K reach from a 186K follower base is proof that the content earned its distribution.

The +3,303% overdelivery on actions is the headline. But the deeper signal is that Dermatix Ultra is now part of the postnatal self-care conversation in Indonesia — not because it was pushed there, but because moms brought it there themselves.