Challenges: How to Elevate Sales and Brand Awareness in A Product Campaign?
As a FMCG company with a diverse product, Suntory Garuda Beverage is committed to continuous innovation in the digital realm. In this project, the focus of their current initiative centers on two flagship products, Okky Jelly Drink and Mountea, which are collaboratively featured in a digital activation, "Back To School."
Within this project, Suntory Garuda Beverage seeks the expertise of Suitmedia to provide support in the realm of Digital Marketing, with a particular emphasis on Key Opinion Leaders (KOL) and Boost Post Ads. The goal of this digital marketing transformation is to increase brand awareness through the creation of big hype, thereby generating consumer excitement that influences increased sales for their products, particularly in its Big Cup packaging.
Solutions: Strategic Solutions to Drive Engagement through KOL-Driven Approach for Product Campaign
In order to give an effective solution, Suitmedia recommends the engagement of two Key Opinion Leaders (KOLs), as e-sports resonate well with the target demographic of students, who are the primary consumers of Okky Jelly Drink and Mountea. Suitmedia proposes a strategy by creating an Instagram Live session featuring Thalia Limberly (@thalialimberly), a public figure actively involved in e-sport, and Hengky Kurniawan (@btr_kyy), a Professional MLBB Player at Bigetron Alpha. Both are recognized Key Opinion Leaders (KOLs) with expertise in the field of e-sports, and they are well-known among e-sport enthusiasts. The Live session involves engaging conversation, games, and discussing the ongoing Back to School activation by Okky Jelly and Mountea.
Additionally, Suitmedia leverages Micro and Nano KOLs to reach a more niche audience. These will create more interesting Instagram feed posts for their followers to participate in the Back to School activation. Through the utilization of Micro and Nano KOLs, Suitmedia ensures that its Back to School activation on Instagram is not only visually appealing but also resonates deeply with followers, fostering a sense of community and encouraging active participation.
Results: Successful Campaign that Boosts Sales and Brand Awareness Soar with KOL Strategy
By employing KOL Live strategy as an effective solution, Suntory Garuda Beverage experienced a noteworthy surge, garnering up to 200 submissions for the "Back to School" campaign. Certainly, this has an impact on the increase in sales of Suntory Garuda Beverage products and the elevation of customer brand awareness. This success was attributed to the incorporation of Nano and Micro KOLs, coupled with the strategic deployment of Social Media Ads as part of their digital campaign enhancement.
