Mothers depend on peers, social media and content to discover brands. My Baby is Indonesia’s largest mother and baby care brand. This was our opportunity to build Indonesia’s largest platform by mothers, for mothers.
Hari Bersih Indonesia - or Clean Up Indonesia Day - in an initiative we have proudly partnered over the last 6 years.
For a country that is the world’s second largest polluter of the world’s oceans, change needs to begin at home. Through this campaign, we got scores of people to come out and pick up trash from the streets, rivers and mountains of the country, so we could prevent it from reaching the ocean.
Mudik - The act of returning home for Ramadhan - is integral to Indonesian culture. It is the world’s largest human migration where over 60 million people travel across the country to visit their loved ones. 65% of this travel happens in buses.
redBus, the world’s largest bus booking platform, wanted to tap into this huge phenomenon where Indonesians could experience the convenience of booking their Mudik journey through their app.
TikTok was everyone’s guilty pleasure. It was “okay” to be on TikTok, as long as nobody found out about it. TikTok’s imagery as a “dance video platform” overshadowed the diversity of its content, depriving people of the pride in associating with the brand. TikTok needed to change this imagery.
