IndiHome by Telkomsel faced a challenge in maintaining customer loyalty due to tough competition in the market. Many consumers perceived competitors’ packages as more attractive in terms of features and affordability, making IndiHome’s offering feel less valuable in comparison. In addition, there was a perception that IndiHome’s internet network was not always stable, further fueling the decline in customer numbers. This combination of pricing, product offering, and service perception created the urgency for IndiHome to refine its communication strategy and restore trust in the brand.
To address this, we designed a targeted influencer strategy focusing on relevance, authenticity, and brand fit rather than follower count alone. Influencers were carefully selected to maximize market exposure and deliver IndiHome’s messages in a way that feels natural and convincing to their audience. The communication was customized to highlight IndiHome’s unique selling points and competitive advantages, such as the ease of the registration flow (online and offline), product awareness campaigns, and sustainability efforts. Additional focus was placed on underserved regions through the “Homeless Suffer Area” initiative, ensuring targeted growth where user numbers were still low. This was also supported by the “Tamu Harap Sabar” content series, designed to keep engagement strong and relatable.
The campaign successfully reintroduced IndiHome by Telkomsel to the market with measurable impact. The initiative reached a total audience of 86.9 million, generated over 8.1 million views, and achieved a reach of 17.4 million. Most importantly, the campaign delivered an impressive engagement rate of 9.63%, showing that the influencer strategy and tailored communication effectively improved IndiHome’s visibility and reestablished stronger connections with its target audience.
