#FlashbackFriday: Look back on our pick of some of the most memorable social campaigns in Indonesia during 2017 & 2018

These days, it’s hard for you to find someone who doesn’t own at least one social media account. According to Business 2 Community, The number of worldwide social media users is calculated to grow from 2.1 billion last year to 2.5 billion by 2018. This fact certainly affects the marketing strategy used by entrepreneurs. Of course, the power of social media to market a business today is undeniable since there are up to 90% of young adults (18 to 29 years of age) use social media compared to just 35% of those over 65.

Online marketing campaigns in Indonesia are utilizing diverse social media platforms. However, YouTube, Instagram, and Facebook remain the most popular channels for marketing campaigns, even some business brands are drawing on celebrity endorsers. So, here are some examples of some of the most memorable and effective social media campaigns by business brands in Indonesia, at least to us here at Sonar.

Danone Aqua: #AdaAqua

Do you still remember #AdaAqua campaign in 2015? The campaign, which collaborates with top musician Sandhy Sandoro and comedian Nardji, proves that Danone Aqua is still striving to remind people about their brand, even though they have a great brand equity. From this campaign, you can see that there is no new idea proposed. Of course, everybody knows drinking water is healthy and Danone Aqua just relates it with focus level and getting a really high engagement in Facebook and Twitter with over 2,000 participants joining the campaign.

BukaLapak: Nego Cincai

Nego Cincai is a short advertisement by BukaLapak which stars a grandmother who wears Cheongsam, Chinese traditional clothes, to build the atmosphere of Chinese New Year celebration. This marketing campaigns launched through YouTube channel at the beginning of 2017 and have won a variety of awards. Through this campaign, Bukalapak managed to increase the number of new user growth by 377 percent.

Dove Body Wash: Real Beauties

Last year, in a Facebook advertisement for Dove Body Wash, the brand is committed to representing the beauty of diversity. Although people accused racism, Dove remains selected as a body wash that is suitable for the entire color of human skin. Previously, in Indonesia, almost all body wash advertisement drew on light skin color celebrity. But, Dove Body Wash featured 10 women with different skin color level. Because beauty knows no skin color.

Bare Skin Project with SKII

Other than the inspiring ways of Dove, SKII also showcased beauty in the most raw and touching way. The Japanese skin care brand, SKII is quite popular here in Indonesia too, as well as their recent 2018 endevour with the Bare Skin Project. This campaign project has become quite popular thanks to the diversed line of inspiring women that were both featured as SKII’s influencers for this project, such as young beautiful actress Chloe Grace Moretz, and also the women who participated by taking on the bare skin challenge. They were many influencial figures who participated from different parts of the World. You can’t get more impactful than that, right?

Tokopedia: #MulaiAjaDulu

E-marketplace Tokopedia has launched a new campaign to reach more consumers. The campaign shows a series of short video advertisements. Tokopedia also uses the hashtag that says #MulaiAjaDulu (“Just Start It”). It seems that Tokopedia aims to serve this campaign as a follow-up to Tokopedia’s previous campaign in 2017, which used the slogan “Everything Starts with Tokopedia” that was designed to help the brand regarding transition from an Indonesian online marketplace into a one-stop-place store.

May these social media marketing campaigns help you learn about how to make the most out of social media as both channel and tool to engage with Indonesian people. Last but certainly not least, the campaign must be adapted to the product and the condition of the audience in this country, because there are many campaigns that are interesting but actually fail to increase engagement and sales of their products.

JD.ID: #DiJaminOri

This e-commerce platfrom successfully positioned themselves as a strong brand with their very catchy and effective tagline. We are sure most of you have heard the phrase “Dijamin Ori”. Yes, JD.ID’s simple tagline has achieved greatness especially on digital platforms. The brand won big at the Indonesia Branding Campaign of The Year (2018) event. The tagline (or hashtag) won gold for the “Digital Marketing Campaign” category, and also coming in 2nd place in the “Above The Line Marketing Campaign” category. JD.ID proved that campaigns and slogans don’t have to be long, or complicated, just a few simple and strategically crafted words put together is enough to win big! So long as it has a clear meaning and effectively delivers the brand’s values or key message, representing the brand in a positive and unique way.


Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta

About Sarah Putri 155 Articles
Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta

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