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Indonesia
    Digital & Social Media
          Case Study


                           #AkberSMSC
Image by A Bird Flies By
                           #SocmedFest
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
Indonesia Digital & Social Media Case Study
Indonesia Digital & Social Media Case Study
Indonesia Digital & Social Media Case Study
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



          Digital Experience
    Social by Design Conversion Campaign
       Digital Driven Digital PR
                Social Commerce
      Community Movement
            Content Marketing
2

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




Image by Marina di Lecco
3
Every 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 Indonesia
  Case Study
Type: Digital Driven Campaign (Integrated)




                                   Image by Sourabh Jain
Unilever - Cornetto
    Case 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


                                             #CornettoBattleOfTheBand



                                                #CornettoShoutIdea
@SiCornettoBoy      #CornettoSummerFest



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


                                           65.450 New Fans
            17.676 Fans (4%) “Talking About This”
                              2.044 New Followers
           13.595 Tweets using #CornettoSummerFest
                   48.557.781 Total Impressions
                           7.554.796 Total Reach
Video Viral by Influencer




75.487   Views in a month
+ High Engagement
Integrated Digital Competition


   #CornettoBattleOfTheBand



      #CornettoShoutIdea




3.158   Ideas submitted (2 weeks only)
7.797   Votes collected for the bands
Indonesia Digital & Social Media Case Study
outcome

The Cornetto Summer Fest prompted a great
  conversation, Cornetto created an image
   “The brand which created a spectacular
         event!” among teens eyes
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

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Indonesia Digital & Social Media Case Study

  • 1. Indonesia Digital & Social Media Case Study #AkberSMSC Image by A Bird Flies By #SocmedFest
  • 2. 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
  • 3. Let’s roll to the topic! Image by Nichole Lillian Ryan
  • 8. enough with the data, let’s talk about The findings of Indonesia Digital Scene in Q3 2011 - Q3 2012 (in very brief assumption)
  • 9. 1 Brand is trying to do a digital campaign in many approaches Digital Experience Social by Design Conversion Campaign Digital Driven Digital PR Social Commerce Community Movement Content Marketing
  • 10. 2 Brands try to rebuild the real two-way communication, especially for customer service in serious way! Image by Marina di Lecco
  • 11. 3 Every single set of Haven’t still yet to be explored, in depth. on each audience touchpoint Image by Jess3
  • 12. But, some brands already aware that measurement is a must!
  • 13. Why don’t we start to hear the digital story from them
  • 14. Acer Indonesia Case Study Type: Digital Driven Campaign (Integrated) Image by Sourabh Jain
  • 15. Unilever - Cornetto Case Study Type: Social by Design Campaign (Integrated) Image by Sourabh Jain
  • 16. Our Case Study June 9, 2012 - july 14, 2012 (36 days)
  • 17. Current situation Strengthen the positioning for Cornetto as cool fun brand in target audiences minds
  • 18. Objective Revive the glory of Cornetto The 1st Summer Ice Cream Festival with digital driven activation
  • 19. challenge How to make this event relevant to the teens How to share the excitement of the event through social media
  • 20. Solution Developing digital strategy to create hype about Cornetto Summer Ice Cream Festival “Festival yang Kamu Banget”
  • 21. Our marketing journey Insight Process Outcome
  • 22. Festival yang Kamu Banget! @SiCornettoBoy Video Viral by Influencer Integrated Digital Competition #CornettoBattleOfTheBand #CornettoShoutIdea
  • 23. @SiCornettoBoy #CornettoSummerFest Super casual friend, “jail”, funny, a joker Collaborate with stand-up comedian to optimize the editorial plan 65.450 New Fans 17.676 Fans (4%) “Talking About This” 2.044 New Followers 13.595 Tweets using #CornettoSummerFest 48.557.781 Total Impressions 7.554.796 Total Reach
  • 24. Video Viral by Influencer 75.487 Views in a month + High Engagement
  • 25. Integrated Digital Competition #CornettoBattleOfTheBand #CornettoShoutIdea 3.158 Ideas submitted (2 weeks only) 7.797 Votes collected for the bands
  • 27. outcome The Cornetto Summer Fest prompted a great conversation, Cornetto created an image “The brand which created a spectacular event!” among teens eyes
  • 28. We’ve created the hype and online conversation among Indonesian youngster about Cornetto Here’s 12 amusing facts about Summer ice cream festival!
  • 29. To accelerate the development of digital & social media knowledge in Indonesia We Invite brands & agencies to submit their case study at: bit.ly/submitcasestudy