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SOCIAL
LETTER
OGILVY
2ND WEEK OF APRIL

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BUZZ
WORD
FEATURE
SOCIAL MEDIA
WHAT’S NEW

CASE
STUDY

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Tanggapan lesti
An expression when you read useless info, gossip and rumour in internet.
The expression came from how netizen making fun of how infotainment
actively ask Lesti (a well known young soap drama actress) what she
thought about certain event that far beyond her capabilities.
 Open Their first store inside a mall: ikea finally open their
6th outlets at mall taman anggrek

On April 7, IKEA finally open its newest store at Taman Anggrek

Mall, West Jakarta. The opening of the IKEA Mall Taman Anggrek
was attended by the Swedish Ambassador to Indonesia Marina
Berg and Chief Development Officer Mulia Property Development
Ali Moghaddasi

"Today is a very proud moment. Because this is in line with IKEA's

vision and mission to create accessibility for the surrounding
community. This is the first city store inside a mall," said President
Director of PT Rumah Mebel Nusantara (IKEA Indonesia) Patrick
Lindvall when found at Taman Anggrek Mall, Thursday 7 April 2022.

He said that IKEA continues to develop this accessibility by

adding more stores and meeting points in other areas of Jakarta.

IKEA Mall Taman Anggrek is located on the 3rd and 4th floors with
operating hours Monday to Sunday from 10.00 to 22.00.
Meanwhile, restaurants and Swedish Cafe are open every Monday
and Sunday from 10.00 to 21.30

Source:Social Listening, 2022

 Google Adds New Visual and Text Search Options to
Enhance Product Discovery

Google’s provide more ways to find

exactly what you’re looking for in visual
search queries, with a new ‘multisearch’
option that will enable users to combine
visual and text parameters to expand
their Search results

Source: Social Media Today, 2022

 TikTok Launches New Marketing Education Initiative
to Help Advertisers Maximize Opportunities
As it works to maximize its revenue opportunities,
TikTok’s launching a new educational initiative in order
to help marketers better understand and utilize the
various platform features to reach and engage the
TikTok audience.

Called Creative Agency Partnerships (CAP) University,

the program will take agency partners and freelance
creatives through all aspects of effective TikTok
creation.

Source: Social Media Today, 2022

NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

INCLUSIVE PLACE: BURGER KING OPEN UP THEIR PLACE FOR
‘BUKBER’, ALLOWING CONSUMERS TO BRING THEIR OWN FOOD
All restaurant or food chain in Indonesia are not allowing their consumers to bring food and
beverages from the outside. But, Burger King make a bold move by opening up their store for everyone
who wants to breakfasting together and bring their own food. The brand embodied the goodness spirit
during Ramadan, leveraging on ‘open house’ for everyone. You are all invited!

Source: Minimeinsights, 2022

NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

New innovation on movie
industry: md pictures
promotes their upcoming
movie with ar
MD Pictures has just released a poster for the film KKN Di Desa
Penari. But something is different, because the poster uses
Augmented Reality technology.
When the KKN film poster has been installed in cinemas
throughout Indonesia, visitors can interact with the KKN film
poster. Cinema visitors are invited to scan the QR code listed on
the poster and watch the KKN comes to life poster.

KKN Di Desa Penari’s fans are invited to scan, tag

@mdpictures_official and @kknmovie and post the KKN video
poster on Instagram / Tiktok. For fans who are lucky to win the
lottery, they will get official merchandise of the film

MD Pictures claims the technology is the latest innovation and

even a pioneer in Indonesia.

Source: Minimeinsights, 2022

NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

Ramadan campaign: nippon
paint collaborate with
raditya dika for ramadan
series
Raditya Dika not only well known as comedian but also as content
creator in YouTube. What makes him unique is the diversity of
content that he made and his audiences. This might be the reason
why Nippon Paint decide to collaborate with him.

In this series, Raditya Dika visit several places of other stand up

comedian. From kos-kosan, house and apartment. He’s not even
mentioned once about the sponsor, but just vibing with other
comedian in the video. The real strategy is what comes after.

Nippon Paint aggressively placing video ads in YouTube. Under Tren

Warna Ramadan campaign, they’re featuring their best paint and
their unique naming from Hijau Klepon (Shenanigan), Putih Bersih
(Brilliant White), Hijau Bolu Pandan (Spring Vigor) and much more. So
after great hooks with Raditya Dika video, you’ll be pretty much
seeing many ads from Nippon Paint after that.
Source: Minimeinsights, 2022
NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

NEW LEARNING FROM THE BEST | NEW LEARNING | NEW LEARNING

Ramadan campaign: MCU
(MARJAN CINEMATIC
UNIVERSE)
As Indonesian, you probably already know if Ramadan season is
getting closer when you saw Marjan ads on TV. Marjan always put
their best in every Ramadan to captivate audience’s attention
through their ads. And they really never changes from their true core
as the enabler of festive celebration. What makes this year campaign
unique how strong pop culture reference in their ads.

The campaign consist of several videos with 60 seconds duration.

Currently 3 videos already released. And it seems like the story are in
climax point. From these 3 videos we saw several references such as
Captain America, and Avenger: Endgame movie. Can you guess
another references in their ads? If each year they consistently make
hero trope as their main story, we might see a true Marjan Cinematic
Universe someday.

Source: Minimeinsights, 2022

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Feel free to contact us if you have any queries:

THANK YOU
Bening.Rara@Ogilvy.com | Nanda.Satrio@Ogilvy.com |
Manuela.Cruz@Ogilvy.com | Sabrina.Citra@Ogilvy.com