#BaruTahuKan Campaign Case Study

Smartfren is one of the leading telecommunication service providers in Indonesia for retail and corporate segment. Smartfren worked out to launch their new product GSM 4G Smartfren SIM Card. Growmint challenged to create awareness and experience that Smartfren new product can be used on OMH digitally.

Growmint was demanded to use ramadan seasonality in order to create engagement. Ramadan momentum gave deeper meaning on the story, so there was substance of the campaign and relevance to the occasion.

ClientPT Smartfren Telecom Tbk
Works Done ByGrowmint
Year2017

About The Campaign Case Study

Smartfren is one of the leading telecommunication service providers in Indonesia for retail and corporate segment. Smartfren worked out to launch their new product GSM 4G Smartfren SIM Card. Growmint challenged to create awareness and experience that Smartfren new product can be used on OMH digitally.
Growmint was demanded to use ramadan seasonality in order to create engagement. Ramadan momentum gave deeper meaning on the story, so there was substance of the campaign and relevance to the occasion.

Smartfren Campaign Case Study

What We Do

The hero content is “Semua Gara-Gara Saaih Halilintar #BaruKahuKan” Smartfren web series, the family comedy starring Saaih and Gen Halilintar. This web series aired from 12 to 16 June 2017 on Smartfren YouTube official account.

Challenge

The strong key message is SIM Card Smartfren 4G GSM compatible or can be used on Open Market Handset (OMH). The challenge is to make key message captivating and relatable for Ramadan.

Strategy

Growmint chose to use complete 360 marketing campaigns and synergies all the marketing communication activities. And Saaih Halilintar was picked as the KOL who commited to combined his social media to create a social media buzz that helped lift-off the webseries.

Core Value

What makes the campaign unique is how Smartfren successfully incorporated a product centric campaign message as the center of the story, making it clear, easy to understand, but still highly engaging. Using Saaih real family as part of the main casts enables Smartfren to blurs the line between made up stories and real family dynamics.

SmartFren Campaign Case Study

Result

Overall, this integrated digital campaign archived more than 3 millions views (web series), 4.478 comments, 61.335 likes, also 26.739 subscribers growth. It is Youtube most watched branded content during Ramadan. The video also receive various coverage in digital media across the nation. Beside that, there are about 29.851.352 total reach, 343.503.696 total impression, 6.463 total submission, 1.754 total participant, 45.372 total website visitor.

In the end, the message is successfully communicated with Smartfren 4G Starter Pack sales increased 50%, and keyword search related to keyword “Smartfren 4G” increased upto 900%, meaning people do get affected by the pre-designed social media conflicts of their favorite influencers. YouTube Trending Video, Best YouTube Video, Top 10 Best Engagement Brand for Ramadan (Twitter), Smartfren 4G Starter Pack sales increased 50%, and keyword search related to keyword “Smartfren 4G” increased upto 900%.