Digital and Social Media Case Study from Indonesia. Featured Case Study from Acer Indonesia (Acer Durable Love Campaign) & Unilever - Cornetto (Cornetto Summer Fest)

1. Indonesia
Digital & Social Media
Case Study
#AkberSMSC
Image by A Bird Flies By
#SocmedFest

2. What is #SMSC ?
A group of people who live,
learn, laugh, play and fly in
Indonesia digital & social
media industry.
“We embrace the positive
impact of social media”
Est. since October 8th 2010
+690 members
facebook.com/groups/social.media.strategist

3. Let’s roll to the topic!
Image by Nichole Lillian Ryan

4. Latest Updates

8. enough with the data, let’s talk about
The findings of
Indonesia
Digital Scene in
Q3 2011 - Q3
2012
(in very brief assumption)

9. 1 Brand is trying to do a digital
campaign in many approaches
Digital Experience
Social by Design Conversion Campaign
Digital Driven Digital PR
Social Commerce
Community Movement
Content Marketing

10. 2
Brands try to rebuild the real
two-way communication,
especially for customer service
in serious way!
Image by Marina di Lecco

11. 3
Every single set of
Haven’t still yet
to be explored,
in depth.
on each audience
touchpoint
Image by Jess3

12. But, some brands already
aware that measurement
is a must!

13. Why don’t we start to
hear the digital story
from them

14. Acer Indonesia
Case Study
Type: Digital Driven Campaign (Integrated)
Image by Sourabh Jain

15. Unilever - Cornetto
Case Study
Type: Social by Design Campaign
(Integrated)
Image by Sourabh Jain

16. Our Case Study
June 9, 2012 - july 14, 2012 (36 days)

17. Current situation
Strengthen the positioning for Cornetto as
cool fun brand in
target audiences minds

18. Objective
Revive the glory of Cornetto
The 1st Summer Ice Cream Festival
with digital driven activation

19. challenge
How to make this event relevant
to the teens
How to share the excitement of
the event through social media

20. Solution
Developing digital strategy to
create hype about Cornetto
Summer Ice Cream Festival
“Festival yang Kamu Banget”

21. Our marketing journey
Insight Process Outcome

22. Festival yang Kamu Banget!
@SiCornettoBoy
Video Viral by Influencer
Integrated Digital Competition
#CornettoBattleOfTheBand
#CornettoShoutIdea

23. @SiCornettoBoy #CornettoSummerFest
Super casual friend, “jail”, funny, a joker
Collaborate with stand-up comedian to optimize
the editorial plan
65.450 New Fans
17.676 Fans (4%) “Talking About This”
2.044 New Followers
13.595 Tweets using #CornettoSummerFest
48.557.781 Total Impressions
7.554.796 Total Reach

24. Video Viral by Influencer
75.487 Views in a month
+ High Engagement

25. Integrated Digital Competition
#CornettoBattleOfTheBand
#CornettoShoutIdea
3.158 Ideas submitted (2 weeks only)
7.797 Votes collected for the bands

27. outcome
The Cornetto Summer Fest prompted a great
conversation, Cornetto created an image
“The brand which created a spectacular
event!” among teens eyes

28. We’ve created the hype and online
conversation among Indonesian youngster
about Cornetto
Here’s 12 amusing facts about
Summer ice cream festival!

29. To accelerate the development of digital &
social media knowledge in Indonesia
We Invite brands &
agencies to submit
their case study at:
bit.ly/submitcasestudy