Wafer Selamat’s campaign centered on revitalizing the brand’s social media presence through creative storytelling and authentic engagement. As a beloved Indonesian wafer brand known for its rich chocolate layers and crispy texture, the objective was to translate this nostalgic charm into a modern digital voice. The campaign aimed to strengthen brand awareness and consideration among both loyal fans and a younger audience discovering Selamat for the first time.
The strategy combined social media management and media production to create a steady stream of visually appealing content that reflected Selamat’s signature indulgence and warmth. Through engaging formats like relatable short videos, product highlights, and community-driven activities, the content positioned Selamat as not just a snack, but a part of daily joy and shared moments. Giveaways and interactive activations further deepened emotional connection and sustained engagement throughout the campaign period.
The results reflected meaningful growth across key metrics, reaching over 150K organic reach, 6.5% engagement rate, 115K interactions, and 4K new Instagram followers. This success underscored the power of localized storytelling and consistent creative execution. By turning simple moments of snacking into shareable experiences, Wafer Selamat solidified its place as an enduring favorite in Indonesia’s digital snack culture.
