Indonesia Digital & Social Media

Case Study

#AkberSMSC#SocmedFestImage by A Bird Flies By

What is #SMSC ?

A group of people who live, learn, laugh, play and fly in

Indonesia digital & social media industry.

“We embrace the positive impact of social media”

Est. since October 8th 2010+690 members

facebook.com/groups/social.media.strategist

Let’s roll to the topic! Image by Nichole Lillian Ryan

Latest Updates

enough with the data, let’s talk about

The findings of Indonesia

Digital Scene in Q3 2011 - Q3

2012

(in very brief assumption)

1 Brand is trying to do a digital campaign in many approaches

Social by DesignDigital Driven

Conversion CampaignDigital Experience

Social Commerce

Content Marketing

Digital PR

Community Movement

2

Brands try to rebuild the real two-way communication, especially for customer service

in serious way!

Image by Marina di Lecco

3Every single set of

Haven’t still yet to be explored,

in depth.

on each audience touchpoint

Image by Jess3

But, some brands already aware that measurement

is a must!

Why don’t we start to hear the digital story

from them

Acer IndonesiaCase Study

Type: Digital Driven Campaign (Integrated)

Image by Sourabh Jain

Unilever - CornettoCase Study

Type: Social by Design Campaign (Integrated)

Image by Sourabh Jain

Our Case Study

June 9, 2012 - july 14, 2012 (36 days)

Current situation

Strengthen the positioning for Cornetto as cool fun brand in

target audiences minds

Objective

Revive the glory of Cornetto

The 1st Summer Ice Cream Festival with digital driven activation

challenge

How to make this event relevant to the teens

How to share the excitement of the event through social media

Solution

Developing digital strategy to create hype about Cornetto Summer Ice Cream Festival

“Festival yang Kamu Banget”

Our marketing journey

Insight Process Outcome

Festival yang Kamu Banget!

@SiCornettoBoy

Video Viral by Influencer

Integrated Digital Competition

#CornettoShoutIdea

#CornettoBattleOfTheBand

Super casual friend, “jail”, funny, a jokerCollaborate with stand-up comedian to optimize the editorial plan

65.450 New Fans17.676 Fans (4%) “Talking About This”

2.044 New Followers13.595 Tweets using #CornettoSummerFest

48.557.781 Total Impressions7.554.796 Total Reach

@SiCornettoBoy #CornettoSummerFest

Video Viral by Influencer

75.487 Views in a month+ High Engagement

Integrated Digital Competition

#CornettoShoutIdea

#CornettoBattleOfTheBand

3.158 Ideas submitted (2 weeks only)7.797 Votes collected for the bands

The Cornetto Summer Fest prompted a great conversation, Cornetto created an image “The brand which created a spectacular

event!” among teens eyes

outcome

We’ve created the hype and online conversation among Indonesian youngster

about Cornetto

Here’s 12 amusing facts about

Summer ice cream festival!

To accelerate the development of digital & social media knowledge in Indonesia

We Invite brands & agencies to submit their case study at:

bit.ly/submitcasestudy