Bersama kita #Jaga Ekonomi Indonesia
This is one of the successful campaigns in 2020 from Tokopedia that inspired many marketers and advertising agencies.
Tokopedia team uses the viral moment that all people know and psychological content; they use Covid-19 pandemic topic. This ad made it more outstanding than another e-commerce competitor ad which is only shows commercializing their apps. At this time Tokopedia team wants to build engagement with the audience not only from the customer and user for their apps side but also from the seller side. In these pandemic situations that make many people suffer economically, Tokopedia saw the opportunity to make a campaign that can reach a wide range of target audiences. So They made this campaign to reach the millennial audience segment that dominates social media platforms, who might also be owning the business to transform their business online to keep their business running amidst the pandemic.
This campaign targeted Micro, Small, and Medium Enterprises, which are the biggest contributor to Indonesia’s economy, to transform their business online. This campaign is the continuation of the previous campaign #SellerStories #BanggaBuatanIndonesia.
Through this campaign, they committed to ensuring that consumers can fulfill their needs from the comfort of their homes. And they also wanted to invite more consumers to purchase local products, helping local businesses survive during these challenging times. It aimed to maintain the business continuity of the sellers while also helping to promote Indonesia’s economic recovery through the #JagaEkonomiIndonesia campaign.
This campaign can only use at the right time and moment. And This ad target more to someone in higher educated person than uneducated ones.
This campaign was very successful among Indonesian people in 2020, but how will The Tokopedia team make another ad that can reach both audiences, the local audience, and foreigners, without removing Indonesia’s identity in the ad? So it can attract a wider audience too in the future.
For this reason, perhaps Tokopedia can use the Indonesia tourism topic in their next campaign when the time right so it can make it recognizable to the foreign audience, or they can use politicians with a positive image to join their campaign.
Overall the campaign was a resounding success drawing over 2.1+millions new merchants who joined the Tokopedia platform from April 2020 to December 2020. There were also 10+ million new additional monthly active users from 90+ million as of December 2020.