This document provides a digital marketing strategy and campaign plan for Lakon Store. It includes competitive reviews of similar brands like Zara, Uniqlo, and Pendopo. The target digital audience is identified as female, ages 25-40, middle-upper SES, urban, nationwide in Indonesia. The campaign's objectives are to raise awareness, drive engagement, and induce purchases. A 4-phase campaign is outlined from May-April with content pillars focusing on company, lifestyle, collections, and fashion. Guidelines are provided for tones/manners, visuals, talent, and product images to maintain Lakon's brand image.

1. B R E A K I N G T H E I C E

2. DIGITAL CAMPAIGN 2020
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presentation
A

3. IN THIS PRESENTATION
1. ABOUT LAKON
Lakon is
Digital Assets Review
2. COMPETITIVE REVIEW
Zara’s Assets Review
Uniqlo Indonesia’s Assets Review
Pendopo’s Assets Review
Insights Indonesian Digital 2020
3. DIGITAL AUDIENCE
Potential Digital Audience
5. DIGITAL CHANNELS STRATEGY
Website
Social Media
E-mail Marketing
6. DIGITAL PAIDS STRATEGY
Media Planning [Social Ads, GDN]
Key Opinion Leaders
7. DIGITAL ECOSYSTEM & ROADMAP
Digital Assets Mapping
Campaign Roadmap
4. DIGITAL CONTENT STRATEGY
Big Umbrella Message
Campaign Objectives
Campaign Phasing
Content Pillars
Tones & Manners
Key Visual

4. Lakon
About
1.

5. a place where local’s products is well presented to
introduce their beauty so that everybody can be proud
of it.
We believe that the beauty of each product is more than
just in the eyes of the beholders but it is a culmination
of everything that is experienced by their creators. Each
of them will tell its own unique stories.
LAKON is about discovery, experience, and how we put
everything together as one, to keep telling the stories in
an interesting way.
is

6. number of fans
41
fanpagekarma.com for the last 28 days
avg. weekly growth
n.a.
engagement
n.a.
post interaction
@lakonstore
n.a.
LAKON Store’s Facebook page, for some reason, is not maintained
properly. There is not enough data can be extracted by
fanpagekarma.com for the last 28 days.
ads. value
n.a.
growth absolute
n.a.

7. number of followers
5,221
growth rate
n.a.
engagement
0.34%
post per day
@lakonstore
0.7
fanpagekarma.com for the last 28 days
LAKON Store’s Instagram account is maintained quite well. However,
the engagement and growth rate still needs to be improved. It is
strongly advisable to spend some budget to promote the account’s
engagement and growth rate and apply some communication plan for
the content.
following
2
growth absolute
n.a.

8. number of followers
1,400 n.a.
engagement
1.2%
@lakon_indonesia
0.7
fanpagekarma.com for the last 28 days
growth rate
post per day
LAKON Indonesia’s Instagram account needs to be more frequent and
consistent in posting its content. For easier maintenance and elevate
more engagement, we suggest to consider about having only one
instead of two Instagram accounts.
following
3
growth absolute
n.a.

9. avg. visit duration
bounce rate
lakonstore.com
total visit
<5,000 00:05:52
avg. page / visit
6.08 24.70%
visit by device
51.66% 48.34%
traffic source
100% 0%
similarweb.com for the last 3 months [Jan 2020 - Mar 2020]

10. total visit
<5,000
avg. visit duration
00:08:56
avg. page / visit
5.92
bounce rate
lakonstore.co.id
28.05%
similarweb.com for the last 3 months [Jan 2020 - Mar 2020]
visit by device
53.70% 46.30%
search traffic
100% 0%

11. Review
Competitive
2.

12. number of fans
28.1M
fanpagekarma.com for the last 28 days
avg. weekly growth
0.083%
engagement
0.0049%
post per day
@zara
0.4
ads. value
€12K
growth absolute
93K
Zara’s Facebook page has large number of fans for it is a global
Facebook Business Page. However, its average weekly growth and
engagement rate quite low. This probably caused by its audience
preferences to engage more on Instagram. The brand has spent
around €12K for both FB and IG advertisements

13. number of followers
39M
growth rate
0.89%
engagement
0.13%
post per day
@zara
0.43
fanpagekarma.com for the last 28 days
following
58
growth absolute
337K
Zara’s Instagram account has gain even bigger followers compared to
its FB fans. Its growth and engagement rate is good for an IG account
with that many followers. These rates show that its audience prefer to
engage with the brand through Instagram compared to Facebook.

14. total visit
168.7M
avg. visit duration
00:06:52
avg. page / visit
13.61
bounce rate
zara.com
28.33%
similarweb.com for the last 3 months [Jan 2020 - Mar 2020]
visit by device
35.86% 64.14%
traffic source
99.98% 0.08%

15. number of fans
282K
fanpagekarma.com for the last 28 days
avg. weekly growth
-0.005%
engagement
0.025%
post per day
@uniqloindonesiaofficial
1.2
ads. value
€726
growth absolute
-59
Uniqlo Indonesia has decent numbers of fans considering its a local
Facebook Business Page. Its avg. weekly growth suffers a little bit
during this last 28 days. However, Its engagement rate is quite good
for a page with that many numbers of fans. The brand has spent
around €726 for both IG and FB advertisements.

16. number of followers
798K
growth rate
0.72%
engagement
0.54%
post per day
@uniqloindonesia
0.7
fanpagekarma.com for the last 28 days
following
30
growth absolute
5.7K
Uniqlo Indonesia’s Instagram account has almost three times larger
followers compared to its FB fans numbers. its growth and
engagement rates is really in good numbers. These definitely shows
that Uniqlo Indonesia’s audience choose Instagram as their channel to
engage with the brand

17. total visit
143.5M
avg. visit duration
00:03:50
avg. page / visit
5.76
bounce rate
uniqlo.com
49.88%
similarweb.com for the last 3 months [Jan 2020 - Mar 2020]
visit by device
31.94% 68.06%
search traffic
82% 18%

18. number of fans
1.9K
fanpagekarma.com for the last 28 days
avg. weekly growth
0.013%
engagement
0.068%
post per day
@pendopoid
0.5
ads. value
€10
growth absolute
1
Pendopo Facebook page has the least numbers of fans among the
Lakon Store competitors. Its growth and engagement rates are also
among the lowest of them all. The brand’s budget for social media
advertisements is also the lowest.

19. number of followers
1,244
growth rate
n.a.
engagement
1.1%
post per day
@pendopoindonesia
0.8
fanpagekarma.com for the last 28 days
following
26
growth absolute
n.a.
Pendopo’s Instagram account has less numbers of followers
compared to its FB fans numbers. its growth rate is too low to be
analyse. These numbers show that Pendopo focuses its social media
marketing more to Facebook than Instagram. Its engagement rate is
high due to its small numbers of followers.

20. - The brand doesn’t have any official website -

21. Audience
Digital
3.

22. INSIGHTS
175.4 Million
INDONESIAN PEOPLE ARE ACTIVE
INTERNET USERS
Indonesia’s active Internet users [source: Overview of Internet Use, Indonesian Digital 2020
Report, We are Social]
Indonesia’s non internet users
Indonesia’s total population is 272.1 Million
64%
In other words, 64% of Indonesian
population are active internet users. There
is 17% increase of Indonesian internet
users per January 2020, compared to
January 2019.

23. INSIGHTS
160 Million
INDONESIAN INTERNET USERS ARE
ACTIVE SOCIAL MEDIA USERS
[source: Overview of Internet Use, Indonesian Digital 2020
Report, We are Social]
Indonesia’s active social media users
91.2%
In other words, 91.2% of Indonesian
internet users are active social media users.
There is 8.1% increase of Indonesian social
media users per January 2020, compared to
January 2019.
Indonesia’s Internet users that don’t use social media
Indonesia’s total population is 272.1 Million

24. INSIGHTS
7 hours 59 minutes
IS THE AVERAGE DAILY TIME THAT INDONESIAN
INTERNET USERS SPEND ON INTERNET
TV Media
Social
Internet
7h 59m
3h 26m
3h 04m
[source: Overview of Internet Use, Indonesian Digital 2020
Report, We are Social]
and they spend 3 hours 26 minutes on
social media. Both are longer than the time
they spend on watching TV, which is only 3
hours 4 minutes

25. INSIGHTS
OF INDONESIAN
INTERNET USERS ARE IN JAVA.
55.7%
This statistic suggests that it is very potential
for brands with target audience live in the
island of Java, to communicate through
digital channels
[source: APJII, Penetrasi & Profil Perilaku Pengguna Internet
Indonesia]
Sumatera [21.6%] Java [55.7%] Bali & Nusa Tenggara [5.2%]
Kalimantan [6.6%] Sulawesi, Maluku, Papua [10.9%]

26. INSIGHTS
$4.79 Billion
is the total amount spent by Indonesian e-
commerce consumers in the Fashion and
Beauty categories in 2019.
$4.79 Billion
Fashion & Beauty
Electronics & Physical Media
Furniture & Appl.
$4.73 Billion $2.91 Billion
[source: Indonesian E-Commerce Spent by Category,
Indonesian Digital 2020 Report, We are Social]

27. INSIGHTS
+54%
is the year-on-year growth in total amount
spent by Indonesian e-commerce
consumers (2019 vs 2018)
+54% Growth
Fashion & Beauty
Electronics & Physical Media
Furniture & Appl.
[source: Indonesian E-Commerce Growth by Category,
Indonesian Digital 2020 Report, We are Social]
+48% Growth +57% Growth

28. THE POTENTIAL DIGITAL
AUDIENCE
• Female
• 25 - 40 Years Old
• Middle Upper SES
• Urban
• Nation Wide

29. occupationally
housewives
entrepreneurs
professionals
top level management
expatriates

30. behaviour
open
minded
health
conscious
fashionable
highly
social
appearance
concerned
digital
savvy

31. Strategy
Content
4.

32. Just like the way we see the beauty of local products,
WE PERCEIVE YOUR BEAUTY AS A CULMINATION
OF EVERYTHING THAT YOU’VE EXPERIENCED.

33. For us it is how you,
IN YOUR OWN
UNIQUE WAY,
play each role in life
that define your
beauty.

34. is about DISCOVERY, EXPERIENCE, and how we
put everything together as one, to keep
TELLING THE STORIES
in an interesting way.

35. That’s why, we would love to
GO TOGETHER WITH YOU

36. DISCOVER AND EXPERIENCE
the beauty of life,

37. and TELL YOUR STORIES in a beautiful way
THROUGH OUR COLLECTIONS as you go…

38. This umbrella message suggests that LAKON encourage
Indonesian women to be bold being unique and original in
everything they do, including in choosing the outfits that
accompanying them throughout the days. This idea is inline
with LAKON value that appreciate every unique story lies
behind every local brands presented at the store.
PLAY THE DAY
YOUR WAY
big umbrella message

39. CAMPAIGN
OBJECTIVES
• Raising Awareness for
LAKON’s presence
• Driving Engagement
between the brand and its
audience in digital sphere
• Inducing Purchase Trials
among the audience

40. PLAY THE DAY YOUR WAY
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Play with LAKON
Introducing the umbrella
message and connecting it
with LAKON Store to raise
awareness among the digital
audience through a more
audience centric contents.
[awareness phase]
The LAKON We Play
Exposing more about
LAKON USPs, characteristics,
and values as a company to
build closeness between the
brand and audience that will
raise audience’s interests.
[interest phase]
Beautiful Plays
Highlighting local products
and brands offered at
LAKON store, including
unique and interesting
stories behind each brand
to create audience’s desires.
[desire phase]
Play Your Day, Gorgeous
Presenting LAKON Store
with its collections and
connecting them to
audience’s daily activities to
create stronger desire and
trigger audience to wear our
collections in any occasion.
[action phase]
CAMPAIGN PHASING

41. CONTENT PILLARS
Referring to audience’s
preferences without neglecting
the brand’s characteristics, we
select some content pillars as
our guidance to communicate
to audience through brand’s
digital assets.
AS THE CAMPAIGN RUNS,
THESE INITIAL PILLARS AND
ITS PERCENTAGE CAN BE
ENHANCED OR REPLACED
WITH MORE RELEVANT ONES.
Presenting the voice of LAKON as a
company through contents such as
values, characteristics, and USPs that
the company holds.
COMPANY
[20%]
This is the pillar where brand will
connect to audience under the
umbrella message of Play the Day Your
Way, through contents about their daily
roles in life and how to enjoy them all
in style, LAKON style.
LIFESTYLE
[30%]
Showcasing all items from LAKON
Collections as the fashion that will
stylishly accompanying the audience at
all occasions.
COLLECTIONS
[20%]
Fashion and beauty are the two
inseparable sisters that live in every
woman’s heart. Discussing all about
fashion where audience can find tips
and latest updates from the fashion
industries.
FASHION
[30%]

42. TONE AND MANNERS
CHIC
FRIENDLY
INSIGHTFUL
SMART
PASSIONATE
Beauty is her passion. She believes that all women are
beautiful in their own unique body and mind characteristics.
Being beautiful means as simple as you need to know how
to bring out the best of you without pretending to be
someone else. She would love to see you being beautiful
and she will do anything at all to make you look beautiful.
She’s a sister and a friend who will bring out the
beautiful you.
• calls the followers with Gorgeous and Kamu
• speaks: Casual, Spoken, EYD, Moderate portion of
English Terms
She

43. KEY VISUAL GUIDELINE

44. COLOR PALETTE
BLACK DARK GREY WHITE GOLD BROWN
#000000 #343433 #FFFFFF #D4AF37 #996515
rgb(0, 0, 0) rgb(52, 52, 51) rgb(255, 255, 255) rgb(212,175, 55) rgb(153, 101, 21)

45. TYPOGRAPHY
HEADLINE
Open Sans Semibold
PARAGRAPH
Open Sans Light, Open Sans Light Italic,
Open Sans Regular
PRODUCT DESCRIPTION
Open Sans Light Italic

46. LOGO IMPLEMENTATION
BRIGHT BACKGROUND DARK BACKGROUND BAFFLE BACKGROUND
Original Logo will use in bright
color background to keep its
visibility.
White Logo will use in dark color
background to keep its visibility.
Original Logo with white
transparent box will use in baffle
color background to keep its
visibility.

47. LAKON PENDOPO UNIQLO ZARA
MOOD REFERENCE

48. TALENT PERSONA
Every appearance to representing the LAKON’s brand image by person
or someone that can be controlled, should follow the guidelines below:
1. Asian look
2. Modern
3. Chic
4. Smart
5. Passionate

49. PRODUCT IMAGE
WITH BLACK & WHITE BACKGROUND
The background should be presented in black &
white style to make the product more stands out
& maintain the exclusivity of the brand image,
while the product will remain in color to preserve
its details for our customer needs of the product
information.

50. PRODUCT IMAGE
WITH WHITE BACKGROUND
Another way to present our product to the
customer in elegant way is by clean-up all of
distraction from our well photographed product
by putting the white color to the background. This
way our customer can be more focused to the
product that they love.

51. LIFESTYLE IMAGE
USE THE BLACK & WHITE STYLE
The black & white style will give us more serious &
cultural feel. Do not hesitate to use this style in
our artwork to connect, enhance and strengthen
emotions and mood with our audience.
HIGHLIGHTING WITH COLOR SPLASHING
Combine the black & white style with color
splashing technique to highlight the special object.
Let the object be the focused message in some of
our artwork. This way we still can deliver the
modern feel to the audience.

52. Strategy
Channels
5.

53. Official
WEBSITE
Your website is the center of your
digital eco-system, like a brick and
mortar location, the experience
matters once a customer enters, just
as much as the perception they have
of you before they walk through the
door.

54. SOURCES OF NEW BRAND DISCOVERY
Percentage of internet users in Indonesia aged 16 to 64 who say they discover new brands and products via each channel
Electronics & Physical Media
Search Engines
44%
Ads on Television
36%
Ads in Social Media 34%
Comments on Social Media
32 %
Brand or Product Websites
32%
[source: Globalwebindex (Q3 2019). Figures represent the findings of a broad survey of internet users aged 16 to 64.]
January 2020

55. No. WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT
1 Google.com Search 32,120,000,000 15M 56S 11.83
2 Youtube.com Streaming Video 22,960,000,000 25M 32S 10.54
3 Facebook.com Social 10,750,000,000 14M 58S 13.46
4 Tribunews.com News Media 11,520,000 25M 32S 3.79
5 Detik.com News Media 21,310,000 18M 44S 5.38
6 Kompas.com News Media 12,770,000 24M 09S 4.49
7 Whatsapp.com Social 1,326,000,000 02M 57S 1.77
8 Brainly.co.id Science & Education 6,861,000 09M 56S 4.48
9 Instagram.com Social 1,550,000,000 08M 57S 19.02
10 Twitter.com Social 2,301,000,000 14M 41S 16.46
MOST-VISITED WEBSITE (SIMILARWEB)
January 2020 – March 2020
Ranking of top websites in Indonesia by average monthly traffic according to Similarweb
[source: Similarweb (Jan 2020 – March 2020). Notes: Catgories and category definition as per Similarweb’s definition. “Monthly Traffic” does not
represent unique visitors. “Time per Visit” figures represent the average duration of “Users”visits, measured in minutes and seconds.

56. WEBSITE INTEGRATION
For some reasons, it is better to have just one official
website, instead of two. One website makes your
audience easier to remember where to go every time
they want to find your brand on search engine. Besides
that, it is easier to lift and maintain the
performance of one website instead of two in the
search engine.
Therefore, merging the two Lakon’s websites into a
comprehensive one is highly advisable. It can be done
by unifying both the main URL of the two websites
and also the look and feel of the two websites, so that
the audience will get a seamless experience as they
browse between the two websites.

57. WEBSITE INTEGRATION
lakonstore.co.id
THE SHOP SITE
The site is designated to those who
already have the intention to buy. It is the
point of sales where people can purchase
what Lakon Store has to offer online.
lakonstore.com
THE COMPANY SITE
The site communicates the ideas, values
and concepts that Lakon has. It is
designated to create preference and
desire to try what Lakon Store has to offer.
THE CORPORATE AND SHOP SITE
A merged site that will seamlessly
accommodate all Lakon’s audience in the
digital sphere, from those who are potential
to those who are ready to make purchases.
lakonstore.com
+ =

58. Content is the reason web visitors
become web loyalists
Content is

59. It’s never about the brand that you sell.
People have always been loyal to their problems,
not brand.
It’s always
been about me.

60. that contains rich contents resonating strongly to our
targeted audience, is a perfect reason for them to regularly
visit lakonstore Site, ENSURING HIGH TRAFFIC.
’Articles’ Page,
An

61. lakonstore.com
articles
articles articles
articles CONTENT MARKETING
Through in-depth audience profiling and keyword
targeting, we create a highly appealing and relevant
articles that are injected to the brand site.
Strengthening the inbound effect, these contents will
be related to each other and to other contents in the
site as well.
New website articles will be published regularly
3 times / week

62. social media
ASSETS
Focusing the always-on
communication on all about the
brand existence. communicating
the message through an approach
that is interesting and relevant to
our social media users.

63. SOCIAL MEDIA ASSETS
41
primary channels secondary channels
5,252 60
Easier to gain engagement in these
channels, easier to listen and monitor
feedback.
People consume
content. They watch
videos, not many who
interact back.
These channels will be the source of updates for LAKON. each channels has different role and its
own style of interaction.
fans followers subscribers

64. This rising star social media channel has attracted many
brands to create their accounts here. Instagram is the perfect
place to engage with audience and, shape our brand image
through exclusive visuals that reflect the characteristics of
LAKON.
social media
CHANNEL ROLES
Even though its popularity is getting low, Facebook still has
the most audience in Indonesia. Therefore, it is advisable to
mirror Our Instagram content to Facebook. Besides that,
Facebook is still needed for us to be able to advertise on
Instagram
It’s the 1st place where people come in the internet to get
video. With the total of over 900 million audience, the site is
the most potential place for exposing brands through
educational and entertaining videos.

65. social media
POST FREQ.
high value
moderate volume
5 - 7 posts/ week
the channel serves as the
library for all LAKON’’s digital
video contents.

66. CONTENT SAMPLES
Caption:
Hi Gorgeous, salah satu cara agar kamu bisa
lebih produktif dan nyaman saat
#WorkFromHome adalah dengan berdandan
sebelum kamu mulai bekerja.
Iya, karena hal sederhana seperti hanya
mengganti baju tidur dengan pakaian yang
lebih nyaman untuk beraktivitas, atau mandi
dan menggunakan deodoran akan mengubah
mood dan mindset kamu menjadi lebih siap dan
fokus untuk bekerja.
Hmm, cukup menarik untuk dicoba tips, bukan?
Ayo, lakoni harimu dengan cara terbaikmu dan
jadikan setiap hari, hari terbaikmu.
#PlayTheDay YourWay #PlayWithLakon
Pillar:
Lifestyle
Phase:
Play with Lakon

67. CONTENT SAMPLES
Caption:
Menyadari akan banyaknya peran yang harus
dilakoni wanita Indonesia saat ini, Valentina &
Mecca @vmthelabel menawarkan koleksi-
koleksi yang dirancang khusus untuk kamu
yang selalu ingin tampil memukau di segala
kesempatan.
Dengan memadukan konsep siluet klasik
dengan twist kontemporer, brand lokal ini
berhasil menginspirasi wanita Indonesia untuk
selalu tampil percaya diri dalam melakoni hari,
meraih pengakuan dan kenyamanan secara
bersamaan.
#BeautifulPlays #PlayTheDayYourWay
Pillar:
Collections
Phase:
Beautiful Plays

68. CONTENT SAMPLES
Caption:
Akhir tahun saatnya liburan. Ya kan Gorgeous?
Nah, buat kamu yang akhir tahun ini punya
rencana going on vacation abroad, koleksi batik
casual dari @TerasRumahmu ini bisa dijadikan
pilihan tepat untuk menjelajahi negeri seberang
sambil mempromosikan keindahan fashion
nusantara.
Gak perlu takut kegerahan, karena blouse ini
dibuat dari bahan yang adem dan mudah
menyerap keringat lho, Gorgeous.
So, what’re you waiting for? Pack your bag, put
the close on, and let’s go!
#PlayYourDayGorgeous #PlayTheDayYourWay
Pillar:
Collections
Phase:
Play Your Day, Gorgeous

69. CONTENT SAMPLES
For the LAKON Indonesia pillar we will treat the posts in the grid blocking manner,
posting three contents at once in a day.

70. CONTENT SAMPLES
Caption:
Berawal dari pedagang Cina yang membawa
sutra, serta pedagang India dan timur tengah
yang membawa emas, terciptalah sehelai
keindahan dari tangan penduduk asli
Palembang berupa kain yang berlapis emas.
Lebih dari sekadar pelindung tubuh yang
estetis, kain ini memiliki makna adiluhung yaitu
kemakmuran, kejayaan, dan keberanian.
#TheLakonWePlay #PlayTheDayYourWay
Pillar:
Lakon Indonesia
Phase:
The Lakon We Play

71. CONTENT SAMPLES
Caption:
Menembus zaman, tak lekang oleh waktu, kain
khas Palembang ini selalu terlihat elegan
membalut mereka yang bangga berselera tinggi
di berbagai jamuan eksklusif.
#TheLakonWePlay #PlayTheDayYourWay
Pillar:
Lakon Indonesia
Phase:
The Lakon We Play

72. CONTENT SAMPLES
Caption:
Songket Palembang adalah salah satu karya
budaya dari Sumatra Selatan yang telah
ditetapkan sebagai Warisan Budaya Takbenda
Indonesia pada tahun 2013. Karya budaya ini
masuk ke dalam domain Keterampilan dan
Kemahiran Kerajinan Tradisional.
Kami bangga menjadi bangsa dengan karya
budaya berselera tinggi yang memiliki cerita
indah dibalik penciptaannya.
#TheLakonWePlay #PlayTheDayYourway
Pillar:
Lakon Indonesia
Phase:
The Lakon We Play

73. CONTENT SAMPLES
Caption:
Activity:
#IPlayItMyWay
Phase:
Play with Lakon
I PLAY IT MY WAY
Hi, Gorgeous!
Mana POSE ANDALANMU
saat berfoto Lebaran ini??
Yuk,tunjukkan dan raih Online Shopping
Voucher JUTAAN RUPIAH dari LAKON!

74. social media
ACTIVITIES
To create awareness and
sustain engagement,
rewarding activities will
be conducted throughout
the campaign.

75. PLAY WITH LAKON PHASE ACTIVITY
Idea
Aimed to introduce LAKON through its campaign umbrella
message to digital audience, this simple rewarding challenge will
encourage audience to showcase their way and style in doing
daily activities through picture and caption.
To join the challenge, participant can simply find the challenge
post at Lakon’s Instagram Stories, upload on their Instagram
account a photo of her self doing an activity based on the given
task, write interesting caption about it, and mention LAKON’s
Instagram account.
The most appealing posts are eligible to tantalizing rewards in a
form of Lakon Store online shopping vouchers that will induce
trial at Lakon Online Store.
#IPlayItMyWay
Objectives
• To increase brand awareness among audience
• To increase fans and followers acquisition
• To induce trial of online shopping
Platform
Instagram
Winners
18 Winners [3 Participants with most appealing posts / activity]
Period
Biweekly activation during May to July 2020
Prizes
1st Winner, LAKON’s Online Shopping Voucher worth
IDR 1,000,000
2nd Winner, LAKON’s Online Shopping Voucher worth
IDR 750,000
3rd Winner, LAKON’s Online Shopping Voucher worth
IDR 500,000

76. Find the challenge
from KOL and
Sponsored
Challenge Stories
Like, Follow, and
Subscribe LAKON
Store Social Media
#IPlayItMyWay
User Journey
Be ready
to win
Take selfie based
on the given task,
upload on your IG
write interesting
story about the
photo, mention
@LakonStore &
#IPlayItMyWay
PLAY WITH LAKON PHASE ACTIVITY

77. PLAY THE LAKON WAY PHASE ACTIVITY
Lakon-is-me
Objectives
• To increase brand awareness and interest among audience
• To increase fans and followers acquisition
• To elevate traffic to LAKON Store’s website
Platform
Instagram
Winners
18 Winners [3 Lucky Participants with correct answer / activity]
Period
Biweekly activation during August to October 2020
Prizes
1st Winner, LAKON’s Online Shopping Voucher worth
IDR 1,000,000
2nd Winner, LAKON’s Online Shopping Voucher worth
IDR 750,000
3rd Winner, LAKON’s Online Shopping Voucher worth
IDR 500,000
Idea
Aimed to raise more interest through exposing more the values,
characteristics, and USPs that LAKON has as a company, this
simple and rewarding challenge will encourage audience to go to
LAKON’ website to find more information about Lakon that will
help them win the challenge.
To join the challenge, participant can simply find the challenge
post at Lakon’s Instagram feed and give her answer in the
comment column of the post after she went to a designated
page at Lakon’s site through a URL posted on Bio to find the right
answer.
Some lucky participant that answer the challenge correctly are
eligible to tantalizing rewards in a form of Lakon Store online
shopping vouchers to induce trial at Lakon Online Store

78. #LakonIsMe
Find the Challenge
from Sponsored
Challenge Post
Be ready
to win
Find the answer in
the designated
website page
through link on Bio
Write your answer
in the comment
column of the post
Like, Follow, and
Subscribe LAKON
Store Social Media
User Journey
PLAY THE LAKON WAY PHASE ACTIVITY

79. #ANiceTry
Platform
Instagram
Winners
18 Winners [3 Participants with the coolest posts / activity]
Period
Biweekly activation during November 2020 to January 2021
Prizes
1st Winner, LAKON’s Collections she wore in her winning selfie
2nd Winner, LAKON’s Shopping Voucher worth IDR 500,000
3rd Winner, LAKON’s Shopping Voucher worth IDR 250,000
Idea
Aimed to create audience desire to go shopping at Lakon Store,
this unique challenge will encourage audience to go to LAKON
Store and take the most gorgeous selfie at the store wearing
Lakon Store collections.
To join the challenge, participant can simply visit one of Lakon
Stores in Jakarta or Bali, try any of the store collections that suit
her best, and take selfie at the most Instagram-able corner of the
store. After that, she needs to post the photo in her Instagram
account along with a caption mentioning Lakon Instagram
account, the brands of the collections she wore, and good
opinion about Lakon Store.
One Participant with most appealing post is eligible to a
tantalizing reward of getting the collections she wore in the photo
for free.
Objectives
• To increase brand awareness and desire among audience
• To increase fans and followers acquisition
• To create hype and elevate traffic to LAKON Store
BEAUTIFUL PLAYS PHASE ACTIVITY

80. #ANiceTry
Find the challenge
from KOL and ads
Upload the photo on
your IG account
write in the caption
great things about
your style, our
collections, and
our store
Go visit our store
and try on our
finest collections
Take your best
selfie in our store
with our
collections on
Be ready to grab the
collections
don’t forget to
mention
@Lakonstore and
#ANiceTry
Like, Follow, and
Subscribe to LAKON
Store’s Social Media
User Journey
BEAUTIFUL PLAYS PHASE ACTIVITY

81. PHASE IV ACTIVITY
#LakonLovelyDay
Platform
Instagram
Winners
12 Winners [3 Participants with the most lovely posts / activity]
Period
Weekly activation during February 2021
Prizes
1st Winner, Romantic Cinema and Romantic Dinner at
Summarecon Mall
2nd Winner, Romantic Dinner at Summarecon Mall
3rd Winner, Romantic Cinema at Summarecon Mall
Objectives
• To induce action of purchasing LAKON Store’s Collections
• To increase fans and followers acquisition
Idea
Aimed to elevate sales, this simple romantic challenge will
encourage audience and her partner to showcase Lakon Store
collections they have through a loving picture and caption.
To join the challenge, participant and her partner can simply
put on their best Lakon Store collections and pose for a
romantic we-fie. After that, she needs to post the photo in her
Instagram account along with a caption mentioning Lakon
Instagram account, Her Partner’s Instagram account, and
some romantic stories about their relationship.
One most romantic post is eligible to Lakon’s Romantic Date
as the reward, where the couple will experience an
unforgettable moment of watching romantic movie at first-
class cinema followed by a lovely dinner at one of the most
prestigious restaurant tenants in Summarecon Mall.

82. User Journey
PHASE IV ACTIVITY
#LakonLovelyDay
Find the challenge
from KOL and ads
Take your partner
and shop at
LAKON Store
Take your most
romantic wefie
with partner
wearing LAKON
Store collections
Upload the photo on
your IG account
Write in the
caption great
things about our
collections and
your relationship.
don’t forget to
mention
@Lakonstore and
#ANiceTry
Be ready
to win
Like, Follow, and
Subscribe to LAKON
Store’s Social Media

83. e-mail
MARKETING
can make the customers on
your email list aware of new
products, discounts, and
other services. It can also be
a softer sell to educate your
audience on the value of your
brand or keep them engaged
between purchases.

84. of consumers said they PREFER TO RECEIVE
PERMISSION BASED MARKETING
communications through e-mail.
77%
[source: Marketo, The E-Mail Marketing Cheat Sheet]
E-MAIL MARKETING

85. Companies using e-mail tonurture
leads generate 50% MORE
SALES-READY LEADS and at
33% LOWER COST.
[source: HubSpot]
E-MAIL MARKETING

86. E-mail is nearly 40 TIMES BETTER
than Facebook and Twitter at
ACQUIRING CUSTOMERS
[source: McKinsey and Company]
E-MAIL MARKETING

87. Songket Palembang, the
Timeless Elegance of
Nusantara
Lakon
L
L
Lakon
Songket Palembang the Timeless Elegan…
Hi Nino, did you know that it’s not just an…
E-NEWSLETTER
HEADLINE NEWS
The most important part of the newsletter.
The first part that the audience will see and
decide whether they will continue to
reading or skip the information that we
already packed for them. fill it with an article
that the audience need or just simply
announce a promo that we have and be
sure to done it interestingly to grab their
attention.
HIGHLIGHTED PRODUCTS
This part will help us to communicate if
there are any special products or new
collections that might be interesting to the
audience. Please use some great product
images and combine it with catchy captions
to make sure they click the button and
delivering more traffic to our website. that
way, it will bring us one steps closer to
product purchase.
FOOTER
We cannot lose this part if we want to be
considered official. This section is able to
convince the audience to ultimately make a
purchase. In this section we can include
social media links and the links of our
website's main menu. Let the audience
have their rights to be opt out from our
mailing list as it mandatory rule for any
newsletter program.
New E-Mail will be sent to audience regularly
once / week

88. Strategy
Paids
6.

89. Media
PLANNING
Ensuring the achievement of followers
acquisition and engagement, various digital
ads will be implemented throughout the
campaign.

90. SOCIAL MEDIA ADS AND DISPLAY BANNER
Initial Targeting
Female Milennials,
Middle-Upper SES
Campaign Period: 12 months
Location (Big City):
Jakarta, Banten, West Java, East Java,
Central Java Bali,
Placement
Demography:
Women, 25 - 40 YO, SES A - B, Degree:
Professional, Associate, Master, Doctorate,
Interest:
Shopping and Fashion, Family and
Relationship, Food and Drink
Behavior:
Users of Samsung, iPhone X series, Oppo,
Xiaomi
Potential Reach
7,500,000
Potential Reach
13,000,000

91. Post
Engagement
Video
View
Insta
Stories
Reach
Audience
IG Ads Samples
SOCIAL MEDIA ADS AND DISPLAY BANNER

92. Post
Engagement
Video
View
Page
Like
Click To
Website
FB Ads Samples
SOCIAL MEDIA ADS AND DISPLAY BANNER

93. Google Display Banner Samples
SOCIAL MEDIA ADS AND DISPLAY BANNER

94. Key Opinion
LEADERS
Brand advocates are 70% more
likely to be seen as a good
source of information by people
around them.
-marketingchart-

95. @adyakirana
Followers: 31,305
est. Reach: 7,826
est. Impression: 9,392
est. ER: 8.79%
@fifialfianto
Followers: 70,857
est. Reach: 17,714
est. Impression: 21,257
est. ER: 2.53%
@suciutami
Followers: 89,719
est. Reach: 22,430
est. Impression: 26,916
est. ER: 1.88%
@sitijwryh
Followers: 77,859
est. Reach: 19,465
est. Impression: 23,358
est. ER: 1.41%
@tanyalarasati
Followers: 82,938
est. Reach: 20,734
est. Impression: 24,881
est. ER: 2.92%
@farida.nurhan
Followers: 264,102
est. Reach: 158,461
est. Impression: 190,153
est. ER: 4.19%
INSTAGRAM KOL SUGGESTION

96. and Roadmap
Digital Ecosystem
7.

97. lakonstore.com
rich
content
rich
content
rich
content
rich
content
KOLs
Social Ads
Banners
DIGITAL ASSETS MAPPING
CONTENT CREATION
Through in-depth audience profiling and keyword targeting, we create a
highly appealing and relevant rich contents that are injected to the brand
site.
CONTENT SHARING
Elevating the traffic delivering to the website, we distribute these highly
appealing contents through brand’s social media assets.
Strengthening the inbound effect, these contents will be related to each
other and to other contents in the site as well.
And to spark the awareness, we will promote selected contents using paids
such as Social Ads, Banners, SEM, and Buzzers.
SEM

98. PLAY THE DAY YOUR WAY
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Play with LAKON The LAKON We Play Beautiful Plays Play Your Day, Gorgeous
[awareness phase] [interest phase] [desire phase] [action phase]
CAMPAIGN ROADMAP
Social Media Always-On
#IPlayItMyWay Lakon-Is-Me #ANiceTry #LakonLovelyDay
Social Media Activities
Article Updates on Website
E-Newsletter

99. This presentation is a property of
exclusively composed for
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