INTEGRATED DIGITAL CAMPAIGN • SOCIAL MEDIA • ONLINE & ON-GROUND ACTIVATION
INTEL
From online to onground
Intel Indonesia gave us another challenge which focusing on college students as the primary target. The objective is to drive PC/laptop relevance to the First Time Buyers while at the same time igniting PC/laptop Refresh. All is done in order to increase 2-in-1 sales in addition to increasing the engagement.
Client
Intel Indonesia
Agency
Zeno Indonesia
Date
2017 – 2018
Strategy
Indonesians need the right tools and resources to make a purchase decision, hence we involve KOLs as someone who our audiences will look up to, who will inspire them of their success story. And from there, we encourage our audiences to start, begin their own success story journey (”Mulai Suksesmu”) supported by Intel laptop.
The integrated campaign divide into 2 phase:
1. Phase 1 : (November – December 2017)
The original plan was only single campaign using social media channel by engaging with KOLs / influencers to spread the messages using their channels and also Intel’s owned digital channels. Surprisingly the campaign quite successful and client asking us to extend and expand it with on-ground campus activities & digital competition on next phase.
2. Phase 2 : (May – November 2018)
Integrated digital & on-ground activities, inviting directly to the target market and communication (college students) to have participation and start their “success story” from now on. It involves 27 universities in 8 cities, with thousands participants who attended the workshop or join the competition.
Phase 1 - (Influencer & Social media campaign)
Strategy – 1st Phase
We engaged 4 KOLs, who’re our target audiences’ idols in different category: Edutech, Photography, Lifestyle, and Creative Content.
Each KOL’s will create their “usual style” content type to encouraging audiences (the college students) to share their own story in starting their success, supported by Intel laptop. Whether the content showing their daily lifestyle or just like tech review.
This first phase of #MulaiSuksesmu campaign were spread out not only in KOL’s social media, but also in the Intel Indonesia’s social media channels.
Video “#MulaiSuksesmu – Nicoline Patricia” version
Video “10 Tips memilih laptop untuk #MulaiSuksesmu”
Phase 2 - (On-ground Roadshow & Digital activation campaign)
Video roadshow compilation “Intel #MulaiSuksesmu”
Strategy – 2nd Phase
The successful 1st phase leads to the next phase that integrated 3 main activities: Campus to campus roadshow; Digital competition activities and also opportunities to have direct collaboration with the mentors.
This phase have 5 different categories: Photography, Content creator, Games, Entrepreneur and Music. With well known name as main mentor in each categories.
The campaign included creative production, digital ads media placement, social and partnerships, microsite development, social media strategy and management as well as influencers and offline engagement.
Website as the activities main hub
Together collaboration with support from regional client back-end team, we created and developed the campaign microsite to be essential part of this online & on-ground activities.
This website not only contain all the information related to the activities, from the activities categories, invitation to the upcoming roadshow dates, until the mentors profile.
It also shared links to the market place for the audience to purchase their laptop later on.
Video “Intel #MulaiSuksesmu – Yogyakarta Roadshow”
Video “Intel #MulaiSuksesmu – Bogor Roadshow”
Video “Intel #MulaiSuksesmu – Heret Frasthio”
Video “Intel #MulaiSuksesmu – Diela Maharani”
Video “Intel #MulaiSuksesmu – Donna Visca”
Video “Intel #MulaiSuksesmu – Nicoline Patricia”
Video winner compilation from “Intel #MulaiSuksesmu “
Result
Overall from the first and second phase of the campiagn, the result was great and beyond client's expectation. It surpases the KPI in terms of the engagement and also number of participants on each campus roadshow. It also have good significant numbers of sales from PC brands with Intel's processors. The most important thing was more and more college students were inspired and started their own "Successful story" (either in entrepreneur, art, music, games, etc) with PC/Laptop that supported with Intel.
24M+
impressions in total as the overall social performance
7K+
Workshops participants across campuses in 8 cities
28K+
Microsites members during the period activities
4M+
Team
J. Elias Marendra (Creative Director) • Vanessa Reinneke (Associate Creative Director) • Iman Astofi (Copywriter) • Rizki Fuadi (Copywriter) • Yandi Akbar (Art Director) • Ahmad Jamaludin (Sr. Art Director) • Dwi Priyo (Graphic Designer)
Nathalie Ramirez (Account Lead) • Aditya Arnoldi (Account) • Patricia Lowhur (Account) • Pratiwi Kinanti (Account) • Rafii Ramadhan (Digital Strategist)