To raise awareness for a new plan aimed at young people during the Independence Day period, The Indonesian telco provider used branded content, Instagram Live and a unique augmented reality filter for Stories, which helped it reach almost 34 million people.
Indosat Ooredoo is one of the leading telecommunications providers in Indonesia, offering wireless services under its brand, IM3. The company is aiming to grow by focusing on a younger audience.
lift in incremental sales
increase in website traffic, compared to a previous brand awareness campaign
The telco provider wanted to raise awareness of and interest for its New Freedom plan, which is aimed at a younger demographic in Indonesia.
Because Instagram is extremely popular in Indonesia, Indosat chose it for the brand awareness campaign for its new product aimed at a younger target audience. The campaign coincided with Indonesia’s Independence Day, and the occasion was used as a theme to highlight the product’s unlimited calls and high-data package.
Indosat partnered with media agency Omnicom PHP to carry out the campaign, which used a variety of Instagram features. To engage a younger audience, the company created a unique AR filter for Instagram based on a traditional game that is usually played during Independence Day. Indosat used Instagram Live so that people could interact and compete with each other playing the game via the AR filter.
Indosat also partnered with well-known content creators, who posted Instagram content that directly promoted Indosat’s products. Their posts were clearly marked as “paid partnership with Indosat”, and when their followers clicked on the posts, they were directed to the New Freedom landing page.
The campaign ran for 10 days following the country’s Independence Day and was broadly targeted to Indonesians on Instagram, using reach and frequency targeting to deliver video ads several times its audience over the campaign period. Indosat saw the following results during the August 2019 campaign:
33.9 million people reached
5.7% lift in incremental sales
37% increase in website traffic, compared to a previous brand awareness campaign that used video and photo ads