Challenges: How to Boost Engagement and Brand Awareness for Liga Kompas Gramedia?
Liga Kompas Kacang Garuda, formerly referred to as Liga Kompas Gramedia, is a prominent youth soccer league in Indonesia that focuses on players aged 14. Coordinated by Kompas Daily in partnership with key collaborators, the league aims to develop young talent and promote a competitive football culture at an early stage. It involves 16 leading soccer schools in the Jabodetabek area Jabodetabek, indicating a dedication to enhancing the level of youth soccer and contributing to the overall growth of the sport in Indonesia.
The LKG soccer league has been on a break due to the Covid-19 pandemic from 2020 to 2023. As it returns in the 2023/2024 season, it is facing some challenges. One of the major obstacles is the necessity to rebuild and manage its social media presence after years of inactivity, resulting in insufficient audience engagement. The league must also tackle the issue of limited public interest in the junior league compared to the senior league. Therefore, strategic measures are required to increase public awareness and engagement to establish the league as a leading platform for fostering young football talents in Indonesia.
The main objectives of this project are to enhance brand recognition and encourage active participation in the LKG event by utilizing established media platforms to stimulate community dialogues regarding the league. The intention is to introduce the junior soccer competition to a wider audience and emphasize its importance in nurturing future professional soccer players in Indonesia. Key success indicators for the project include a targeted increase of 5% in engagement rate and a 30% growth in organic social media followers, positioning LKG as a significant contributor in the realm of youth sports.
Solutions: Re-establish the Engagement with Comprehensive Content Strategies
To tackle the obstacles encountered by Liga Kompas Gramedia (LKG), Suitmedia recommended comprehensive solutions that include managing social media and executing targeted digital advertising on major platforms like Instagram, X (formerly Twitter), Facebook, and YouTube. A key element of the strategy involves introducing the tagline "Ayok Main Lagi" symbolizing the league's comeback and encouraging the community to reinvolve with LKG. This strategy not only highlights the league's resurgence but also fosters a renewed sense of participation and enthusiasm.
The implementation of the project involves a carefully planned content strategy to generate excitement and captivate the audience throughout the Liga Kompas Gramedia (LKG) season. It begins by creating engaging content with teasers that announce the league's comeback. This is followed by a series of posts covering important stages of the competition, including the playoffs, opening, main rounds, closing ceremony, and selection process for the Gothia Cup. To further boost engagement, the strategy includes content featuring soccer school players (SSB) and collaborative content with sponsors like Kacang Garuda, Specs, and AIA. Additionally, ongoing event highlights are shared to keep the audience informed and involved.
This project presents a distinctive value proposition by focusing on reigniting the enthusiasm for Liga Kompas Gramedia (LKG) as it makes a comeback for the 2023/2024 season following a three-year pause due to the pandemic. A crucial element of the project is its capacity to engage a varied target audience, encompassing both young players and adults including parents and soccer school (SSB) officials, necessitating a customized communication approach to resonate with each segment. Moreover, the project underscores the creation of dynamic activation content, both on the field and through digital channels, providing valuable opportunities for brand sponsors. This encompasses innovative collaborations, such as challenges with Shannon Moloney, during the "Meet the Football Expert" event, and engaging content featuring national team player, Osvaldo Haay, alongside sponsors like Kacang Garuda and Specs, amplifying brand visibility and nurturing deeper audience connections.
Results: A More Enhanced Brand Visibility and Interaction Across Social Media
Suitmedia successfully assisted Liga Kompas Gramedia (LKG) in achieving its objectives by strategically reactivating its presence across various social media platforms. This comprehensive approach resulted in a significant resurgence of interest and engagement from both existing followers and new audiences. The content strategy, which included teasers, event highlights, and sponsor activations, fostered a lively community dialogue, evident from the numerous positive responses in the comments section. This not only reestablished the league's euphoria but also enhanced brand visibility and interaction, marking important milestones in rebuilding LKG’s digital footprint and public interest after a three-year hiatus.
The strategy has proven successful based on the outstanding performance metrics on social media platforms. For instance, the project garnered 8,105K impressions on Instagram, surpassing the target by over 120%, and reached 3,177K users, exceeding the goal by more than 150%. The engagement rate on Instagram reached an impressive 9.1% and notably contributed to increasing the follower base to 2,629. Meanwhile, on Facebook, the engagement rate surged to 5.83%, surpassing the KPI by 4.33%. These not only demonstrate the effectiveness of the content and engagement strategies used but also validate the triumphant revitalization of LKG's social media presence.
