TRI

The telecommunications brand tested whether adding a standalone campaign of Reels ads to its usual marketing mix on Instagram could improve brand awareness and subscriptions among young adults during Ramadan, and discovered a 2.1-point lift in action intent.

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THE STORY
Delivering data across Indonesia

A telco brand by Indosat Ooredoo Hutchison, Tri provides mobile services to more than 37,000 villages throughout Indonesia and aims to provide subscribers with a reliable network that supports a digital lifestyle.

2.1-point

lift in action intent for Reels ads plus usual campaign, compared to usual campaign alone

65%

more efficient in driving action intent for Reels ads plus usual campaign, compared to usual campaign alone

3X

more effective in driving unaided brand awareness among people aged 18–24 for Reels ads combined with usual campaign, compared to usual campaign alone

3X

more effective in driving action intent for people aged 18-24 for Reels ads combined with usual campaign, compared to usual campaign alone

Having a strong partnership with Meta is extraordinarily valuable to us. We achieved a significant milestone in driving greater action intent with Reels ads. Our results revealed an impressive 3X higher effectiveness in both unaided brand awareness and action intent among the youth demographic, proving Reels are not only more efficient, but also effective in delivering the desired results.
CARLOS EDUARDO QUIROGA, EXECUTIVE VICE PRESIDENT CONSUMER MARKETING, TRI
THE GOAL
Connecting with Gen Z

The Tri team aimed to boost brand awareness and action intent with a younger audience during Ramadan with Reels ads.

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THE SOLUTION

Going vertical with Reels

Ramadan is one of the biggest shopping seasons in Indonesia, and the Tri team hoped to reach a wider Gen Z audience with its “Happy Ramadan” campaign. Working with Meta and the agency PHD Media, the team added a standalone campaign of Reels ads to its usual campaign of video ads optimised for brand awareness on Instagram.

The ads showcased a young woman purchasing a Tri data plan before travelling out of the city to spend Ramadan with her family, and they encouraged people to Shop now. When people clicked on the ad, they were directed to Tri’s website, where they could purchase the Ramadan plan. The 15-second video ads followed Meta’s best practices, emphasising the brand, logo and message in the first three seconds.

To reach young adults, the Tri team targeted the ads to people ages 21–34 in Indonesia and used reach and frequency buying to ensure that people saw the ads multiple times throughout the monthlong campaign.

For insight into the performance of the Reels ads, Tri conducted a brand lift study that compared one cell with its usual campaign to a cell containing its usual campaign plus the Reels ads. Between March–April 2023, the brand lift study showed that the addition of Reels ads improved both brand awareness and action intent, leading to the following results:

  • 2.1-point lift in action intent for Reels ads plus usual campaign, compared to usual campaign alone
  • 65% more efficient in driving action intent for Reels ads plus usual campaign, compared to usual campaign alone
  • 3X more effective in driving unaided brand awareness among people aged 18–24 for Reels ads combined with usual campaign, compared to usual campaign alone
  • 3X more effective in driving action intent for people aged 18-24 for Reels ads combined with usual campaign, compared to usual campaign alone
Create Ad
The Gen Z trend of consuming bite-sized entertainment is growing in popularity. With this campaign, we tested and learned the impact of adding Reels ads to a marketing mix, which led to better results within all metrics. The profound impact of Reels on social media has instilled in us a resolute belief in their unparalleled efficacy and transformative potential.
TIARA ARIFAH, ASSOCIATE DIGITAL MANAGER, PHD MEDIA
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