Unilever, Shopee bring online shopping offline with debut GloUtopia creator festival

Unilever Indonesia and Shopee have expanded their long-running eCommerce partnership with the launch of GloUtopia, a creator-focused festival designed to blend online shopping, content creation and offline brand experiences as part of Shopee's Hyper Brand Day campaign.

Running from 31 July to 4 August, Hyper Brand Day saw Unilever introduce exclusive product launches, limited-time promotions and creator-led activations, while GloUtopia made its debut at Senayan City from 31 July to 2 August as an offline extension of the digital campaign.

The partnership between Unilever Indonesia and Shopee dates back almost a decade, beginning with Unilever's first official store on the platform in 2017. Since then, the collaboration has evolved alongside changing consumer behaviour as more shoppers turn to digital channels for everyday purchases.

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Samuel Pandhega, director of digital and social commerce at Unilever Indonesia, said the campaign demonstrates the importance of collaboration across the digital commerce ecosystem.

"The 'Hyper Brand Day' campaign reflects Unilever Indonesia and Shopee's commitment to delivering increasingly innovative shopping experiences, while reinforcing the importance of collaboration between eCommerce platforms, brands, content creators and consumers as a vital ecosystem supporting Indonesia's digital economy," Pandhega said.

According to Shopee, Hyper Brand Day is intended to offer a more premium shopping experience than its regular promotional campaigns by combining exclusive launches with deeper brand engagement.

"More than just a promotional campaign, 'Hyper Brand Day' provides a platform for brands to showcase innovation, build stronger engagement and create more meaningful shopping experiences. We believe Unilever's consistent track record of delivering relevant innovations, its portfolio of brands that are deeply embedded in the lives of Indonesians, and its success in building strong relationships with consumers will make this special campaign a success," said Julian Kamil, head of strategic brand partnerships at Shopee Indonesia.

As part of the campaign, consumers were offered discounts, bundled promotions, as well as a limited-edition Hyper Brand Day Box featuring new products and gifts.

Unilever also used the campaign to debut several products before their wider retail release, including Vaseline Pro Derma Hand Cream, the Sunsilk Thick & Bouncy range, three new Dove Pro-Ceramide Serum Body Wash variants - Hydrating, Radiance and Rebalance - and Rinso Stain Remover.

Beyond promotions, GloUtopia was designed to bring the online shopping experience into a physical environment through product trials, live shopping sessions, interactive brand activations and entertainment, reflecting how brands are increasingly combining digital and offline touchpoints to drive consumer engagement.

Beauty influencer and content creator Abel Cantika, who appeared at the event, said the festival brought together key players across Indonesia's creator economy.

"As a beauty enthusiast and someone who shops online almost every day, I see GloUtopia as more than just a festival - it is a space where platforms, brands, content creators and communities can truly connect. What excites me most is that we not only get to be among the first to try Unilever's latest innovations through 'Hyper Brand Day', but also meet creators in person, share experiences and enjoy interactions that feel far more personal than simply shopping through a mobile phone screen," she said.

The three-day festival featured activations from a broad portfolio of Unilever brands including Vaseline, Sunsilk, Dove, Rinso, TRESemmé, POND'S, Pepsodent, CloseUp, Rexona, Zwitsal, Bango, Royco, Sunlight and Cif. It also hosted daily workshops for content creators and affiliate marketers aimed at helping them develop new skills and content ideas.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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