In 2023, MamaSuka marked its 10-year anniversary by rewarding loyal customers through the MamaSuka Festival Promo, a nationwide campaign designed to celebrate the milestone while driving sales and awareness. Recognizing the power of loyalty programs to connect with Indonesian consumers, the campaign combined in-store activations with digital amplification to introduce new product variants. Supported by KOL collaborations and media partnerships, the initiative was strategically positioned to raise awareness of MamaSuka’s product group, increase department store traffic, and grow transactions.
To execute the campaign, MY Media developed a dedicated microsite that consolidated customer transactions across more than 10 department stores, bridging the gap for those without loyalty apps. Alongside this, we deployed a powerful media strategy, engaging 122 KOLs (nano to mega) and 15 media publishers to generate buzz through Instagram Reels and TikTok videos. This multi-layered approach ensured that customers were exposed to the Festival Promo across touchpoints, from social media and paid ads to in-store experiences and activations, before being funneled into purchases and loyalty participation.
The results were impactful: the campaign reached 9.8M people with 11.6K ad clicks, surpassing KPIs, and generated 2.3M video views with a strong 4.93% engagement rate. On the business side, the Festival Promo recorded 1,062 transactions, 918 registered users, and 650 unique participants, leading to Rp 73M in total sales. By blending loyalty mechanics with digital storytelling and on-ground experiences, MamaSuka successfully turned its anniversary into a celebration of consumers, strengthening brand love while driving measurable sales growth.
