Case Study: Riliv

SHOESTRING
MARKETING
(marketing tactics with
absolute zero budget)
NO BUDGET? NO WORRY!
Key tips to market with 0 costs:

Radically understand your product

Publicity > Advertising

Value Exchange, or the importance of

marketing barter
RADICAL
UNDERSTANDING
During my first tenure at Riliv, I have zero clue
practically about anything in the mental health
industry. So what do I do?

Research Product
research and Knowledge
research What is your product really is
about?
Product
Who gonna use it?
Price
When are they using it?
Place
Why your product exist and why
Promotion
people are buying it?
Case: Riliv App

SELL THIS AND

GET SUBSCRIBER
Riliv is the brand/product that I have to sell.

How?
Find the relevance
How do I make Indonesian users relate to this kind of
product?
Learn the trends, converse with your customers and friends
DON'T
ASSUME, ASK.
I ask my friend, Mawar. Who happens to be a
psychology scholar and youth-indie expert, she
also falls under the right target demography
(Female, 21-24)
Scoring a deal with

NKCTHI
Research, then search
Rachel Amanda to Nadin Amizah, I find these
names were prominent among my intended
demographics, and then I reach out to their
managers and the Production House manager
to find the opportunity to collab. From my
research, I got the info that Rachel was also in
the process of making a movie with a heavy
mental health theme, NKCTHI.
 SIXTH DEGREE OF
We know people who know everyone
SEPARATION
I reach out to my closest connection who MIGHT know the connection and so
on and so forth until I find the right person to score the deal

01 02 03
List down your Your networks' Your networks'
networks
04 networks'
networks 05 networks'
networks'
networks'
Your networks' Your networks'
networks' networks'
networks' networks'
networks' networks'
networks' networks'
networks'
HUSTLE, MAKE
IT HAPPEN
If there's a will, there's a way
Scoring a deal with big movie celebrities was not easy,
especially when you have no budget or bargaining power.
My text messages and cold emails were ignored many
many times.

However, we finally get a green sign when I directly

"force" a meet-up when the PH was in town for a first
screening. I send my staff to watch the movie and to
meet with the PH representatives.
JOURNALIST IS
YOUR FRIEND,
NOT ENEMY
#2 Publicity is cheap
Tell your journalist friends for your product launching,
most recent collaborations.. etc.
give them free tickets to attend, and they will write the
news for you... for free!
Featured by Jakarta Post (one of the best media platform in Indonesia)
#3 VALUE
EXCHANGE
Understand your collab
partners' needs
It could be affiliate marketing, profit sharing,
advertising spot, etc. I spent 0 marketing dollars
with this marketing "barter" concept. Basically, I
trade my product "features", # of downloads, DAU
in exchange for their endorsement.
 End of Presentation.
I would like to credit to Visinema Pictures, NKCTHI casts,
and Nadin Amizah for their tremendous support during
my campaigns.