SocialSocial MediaThe Best Social Media Marketing Campaigns in Indonesia

The Best Social Media Marketing Campaigns in Indonesia

Line, Yamaha, and Oreo lead the way as examples of creative and strong uses of social media for successful campaigns in Indonesia.

Brands in Indonesia are engaged in rich and diverse social marketing strategies. Twitter, Facebook, and YouTube remain the most popular channels for marketing campaigns, but some brands are also drawing on celebrity endorsers and new platforms to communicate their messages.

Here are some examples of several of the best recent creative social media initiatives by brands in Indonesia.

In 2013, Yamaha initiated a video campaign for television and YouTube, which, at the time, generated more than 250,000 views – a number not easy to achieve in Indonesia for commercial videos at that time.

The campaign drew on top band Noah and singer Indah Dewi Pertiwi and carried the tagline #ChangeYourLife, helping to increase sales for new product Yamaha Mio GT in Indonesia.

This campaign leveraged off celebrity musicians as endorsers for the video and roadshows around Indonesia.

Oreo is also known for its creativity and the active role it plays in social media marketing. In last the quarter of 2014 Oreo launched the “AsyiknyaBersama” (FunTogether) campaign with ideas around how moms can have fun together with the whole family.

Customers were encouraged to send photos of fun family times around certain themes and the hashtag #Funtogether to Oreo’s Twitter account.

The campaign was endorsed by Indonesian celebrities on Twitter and the YouTube video generated more than 800,000 views. The brand clearly understood the importance of family for Indonesians and leveraged off Indonesians love of taking and sharing pictures.

At the end of 2014, many Indonesians were talking about a stunning video commercial created by Japan-based messaging app Line, which for the first time in Indonesia generated more than 5 million views.

The campaign also represented the first time in Indonesia that a video advertisement had adopted a full story line to promote a product. The mini drama became a viral sensation after it employed famous Indonesian actors from a romantic movie with the same title, AADC. This 10-minute video, although considerably long for a commercial, managed to build off word-of-mouth to create awareness of its instant messaging platform.

Line boasts 170 million global monthly active users (MAU), and that figure is rapidly growing in Indonesia – from around 30 million MAUs.

This movie alone has contributed to growing Line’s popularity with the country’s younger generations. For them, Line is now being used like Facebook, Twitter, and Skype in one application, for interacting with friends and family.

Using this first and successful recipe for creating a viral video, Line launched a new commercial for its game, “Let’s Get Rich,” with Indonesian actors Bunga Citra Lestari and her husband Ashraf Sinclair in the leading role.

The result is promising so far – two weeks in, and it has successfully achieved 1.1 million views on YouTube.

The video is also advertised on television in the style of a Hollywood thriller to create a sensation around the game product. The movie was shot using the latest drone technology to achieve great angles and amazing pictures, and adding to the overall buzz.

Line’s “Let’s Get Rich” has become one of the most popular games in Indonesia – generating more than 9 million downloads since its launch in July 2014.

These creative campaigns demonstrate how to utilize social media as both a channel and a tool to engage with Indonesian audiences. Indonesian brands using music, photos, and movies are doing particularly well in drawing attention to their campaigns.

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