CASE STUDIES
Igniting the Passion for ASIAN Games among Young Generation across SEA
Brand
INASGOC
Services
Advertising
Scope
360 Brand Awareness
Market
Southeast Asia
Challenges
INASGOC wanted to spark the desire of millennial across the Asia to get involved in Asian Games 2018.
01
Conventional communication channel and method from client
02
TikTok was popular among millennial but was facing public image backlash in Indonesia
03
Require massive and high-profile public event to boost TikTok’s image
Solution
We customize an integrated marketing campaign, combining series of online challenges and big-scale offline events to strategically promote the spirit of ASIAN Games, catering to the young generations. Winners of the social media challenges across SEA were invited to ASIAN Games as special guests to experience the enthusiasm of organizer, athletes and volunteers on ASIAN Games.
01
Social media challenges on TikTok & Instagram across Southeast Asia with central theme of #EnergyofAsia.
- #SenamDuls in Indonesia
- #アジア競技大会2018 in Japan
- #loveandpeacedance in Malaysia
- #vietnamcolen in Vietnam
02
Series of offline events like flashmob which drove young generation’s participation to ASIAN Games.
Execution
We crafted and implemented challenges that relate and engage the young audience with TikTok Hashtag Challenge. The series of challenges created breaks from the ordinary, while facilitating innovative experiences that became the talk of the town. We were able to match their high expectations.
01
End-to-end management of Influencers and KOL content creation and promotion
02
Car-free day flashmob management
03
Instagram and TikTok Hashtag Challenges conceptualization, execution, promotion to reporting.
Our Work Result
200K
video submission on TikTok hashtag challenges
194.8M
Hashtag challenges video views in Indonesia
10M+
engagements
(like + share + comments)
TOP 3
topics related to the Asian Games for 3 consecutive weeks
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