Ruparupa, the first digital gateway from Kawan Lama Group, was built to serve Indonesian families by providing solutions for everyday living. With its simple yet powerful meaning, “everything is for everyone”, ruparupa strives to be a reliable, relevant, and trusted companion in every moment of life. However, its social media presence initially leaned heavily on product-oriented, hard-selling content that lacked a unique brand story.
Through MY Media’s social media management and media production approach, we introduced a new layer of storytelling, embedding lifestyle elements, seasonal moments like Ramadan, and family-oriented narratives. This evolution culminated in the 6th Anniversary campaign with the theme #BerawalDariRumah, showcasing ruparupa’s shift from being seen purely as an e-commerce platform for furniture into a more holistic home living brand. Supported by the brand hashtag #AwalYangBaru, the campaign included creative short videos, photoshoots, visual storytelling, giveaways, and activations that resonated with the warmth of home, love, and family.
The results spoke for themselves: Instagram followers grew organically by 7% every month, engagement rate jumped from 0.03% to 0.8%, and Facebook fans and likes increased by 12%. By blending lifestyle-driven content with strategic brand positioning, MY Media successfully elevated ruparupa’s awareness and consideration, transforming its social media from hard-selling to inspiring, relatable, and truly reflective of Indonesian family life.
