Tasked with creating a volume driver and social media campaign to celebrate Indonesian Independence Day – A public holiday, where citizens get together to celebrate all things unique to their country.

The aim was to join the celebration by encouraging SM followers to snap and share images of what they felt was ‘proudly Indonesian’, using the hashtag #IndonesiaBanget and tagging Matahari.

Red and white is often worn during this festive time with Matahari being a natural fit when shopping for affordable, merchandise. The concept was supported with an instore activation/spot prize giveway.

Phase 1 – Awareness:

Promote #IndonesiaBanget on IG and FB channels. Encourage user participation by asking followers what they feel is truly Indonesian. Encourage them to tag pics using the #. Highlight the free sticker giveaway and Rp 75,000 voucher during the promo period (for in-store purchases over Rp 250,000).
Support with polls and Paid.

Phase 2 – Leverage:

Ask users to share images of where they stuck their stickers. Use free stickers with purchase as as an entry mechanism for a prize led competition. Spot a sticker, take a snap, and tag Matahari for a chance to win 1 of 10 designer t-shirts. Remind consumers that stickers are free with purchases over Rp 250,000.
Support with Paid.

Phase 3 – Increase Engagement:

Entice followers to upload their own pics to win one 1 of 6 Rp 500,000 vouchers. Use # to showcase local design ranges and encourage followers to support and shop local. The campaign successfully promoted sales, target audience participation, and helped celebrate Indonesian culture.