Appeton Weight Gain, a nutritional supplement brand trusted in Indonesia for over a decade, sought to sustain its strong market presence by moving beyond traditional channels like TV and OOH into more impactful digital initiatives. Recognizing the power of influencer-driven storytelling, MY Media developed a three-tier influencer strategy to educate, engage, and spark viral conversations around healthy weight gain with Appeton’s products.
The approach began with Experimental Influencers, who documented their personal journey of consuming 9 cans of Appeton Weight Gain, highlighting visible, healthy results. To reinforce credibility, we engaged Educational Influencers, including nutritionists with strong followings, to provide clinical insights and recommendations based on studies conducted by the brand and leading Indonesian universities. To ignite virality, we partnered with Arief Muhammad, one of Indonesia’s top digital trendsetters. By launching a creative weight gain challenge featuring two of his employees, Riyan and Ucok, Arief turned product use into an entertaining narrative that culminated in a giveaway and discussions around body shaming, making the campaign both relatable and socially relevant.
The campaign delivered remarkable impact: over 300,000 YouTube views, 1.8M YouTube impressions, 15,000 watch hours, and more than 13M Instagram reach and video plays, accompanied by 85,000 Instagram interactions. Through a blend of authentic storytelling, expert-backed education, and viral activation, Appeton Weight Gain successfully strengthened its digital presence, reinforced its brand credibility, and inspired healthier conversations around body image in Indonesia.
