About KANA

Reference of what we’ve worked

Social Media Digital Website & Mobile site Mobile App Communiy
management Activation Development Development Management

Website: mybmw.co.id Prodia App, over 1000 downloads on playstore Djarum Super Soccer
Background

Siam Cement Group as one of building material brands in Indonesia needs

to boost the awareness and become top of mind when it comes to building
material products.
Objective

“Build awareness as the expert in cement & building materials

industry and generate website traffic to be educated towards the
brand’s value”
Target Audience

Professionals in structural construction

(Contractor, Developer & Civil Engineer)

25 - 45 year old

Medium - large sized project

Focusing in Jakarta, Bandung, Bogor and Sukabumi

Insight

• This chart shows what netizen mostly talks about

when it comes to SCG as a brand.
• News & conversations related to SCG scholarship
shares the biggest portion.
• To widen the awareness we can tap into these
conversational topics even more.
Source: Sonar
Insight

• Compared to all cement brands, Semen Gresik comes

out to have the most conversation in social media,
followed by Semen Tigaroda.
• Most of Semen Gresik related post are article sharing
about the company itself.
• Meanwhile Tigaroda and Holcim have a direct approach
towards the end consumers of the product assessed
from their social media tone of voice.

Source: Sonar
Insight

Source: Google Trends

People are actively searching about the word “semen” through Google in the past 12 months.

However, when searching about “semen” they usually look for Piala Jendral Sudirman, Torabika Soccer
Championship and soccer related info, since Semen Padang has a national soccer team that
participate in that event.
Insight

Source: Google Trends

The keyword “bahan bangunan” has been actively searched through Google in the last 12 months.

Mostly people are looking for the place to buy building materials and there’s also a related query about
cement price.
Big Idea

“Expert Partner for Your Structural Building”

Through this campaign we’d like to position the brand as a partner

that offers high performance products and services to respond to
our target audience construction needs.
Campaign Overview
Sonar

Social
Ads Website
Media

Sponsored
KOL Content Forum

Offline Event
Website
Website
Article Updates

Being an opinion leader in B2B industry can be achieved by offering expert knowledge
about the industry itself to the audience.

By providing article updates on our website, we can tap into the conversation of the
industry players and thus become a top of mind brand of the industry.
Article Topic

September October November December

Bagaimana Cara
Tips Memilih Bahan Ini Dia Syarat Rumah Tren Desain Interior
Membuat Pondasi yang
Bangunan yang Ideal! 2016
Benar?
Social Media
Social Media

The contents are about:

Product Benefit & USP

Website Article Sharing

Audience Related Contents

Post Sample
Moroccan Style adalah salah satu tren design interior di
tahun 2016. Mengadopsi dari negeri Maroko, design ini kaya
akan sejarah, warna, dan tekstur. Pola yang ramai dengan
warna warni cerah menjadi komponen arsitektur yang
ditampilkan di ruangan.
Tahukah Anda kalau ternyata pondasi rumah terdiri dari 2 jenis, yaitu
pondasi dangkal dan dalam. Ketika Anda ingin membangun sebuah
rumah 1 lantai, toko, ruko, pos ronda, dan bangunan sederhana
lainnya, Anda bisa menggunakan pondasi dangkal. Namun, ketika
Anda ingin membangun rumah 2 lantai atau bangunan dengan beban
yang berat, Anda harus menggunakan pondasi dalam, di mana
kedalamannya harus lebih dari 3 meter.
Forum
Forum

Niche target audience are forming together as a community

in the online media, making them easier to reach. Through
specific segmented forums we will try to join in their
conversation to softly talk about how building material is
important and subliminally inject brand messages through
the monthly threads.
KOL
KOL

To easily drive public perception and opinion, we need to collaborate with the industry
specific KOL. The KOL for cement and building material industry can come from the civil
engineering experts or even Indonesian top contractor or developer.

In order to collaborate with these KOL, we may partner with organizations related to the
industry and ask the leader to become our KOL. This KOL can then be utilized in our
forums or offline event such as industry workshop.
Sponsored Content
Sponsored Content
Est. Monthly Visit: 2,200 visits

Reaching targeted online audience

can be done easily by placing a
content about our brand and
Est. Monthly Visit: 1,100,000 visits
products in the specific category
website portal.

Besides are where most people go to

Est. Monthly Visit: 39,000 visits when they seek information related
to building materials.

Est. Monthly Visit: 212 visits

Ads
Ads

Social Ads Google Ads

Google Display Network

Facebook Ads LinkedIn Ads
Search Engine Marketing
Page Like Side Banner
Post Engagement Sponsored Content
Clicks to Website
Sonar
Sonar

In order to amplify the performance of our campaign on reaching

the objectives, we may want to use a powerful tool that can monitor
all the digital buzz about our campaign.

Sonar is a social and digital media monitoring and analytics

platform that focuses on local content, delivering enriched metrics
in a way anyone can understand.
Sonar

Track and analyze posts related to LG G5

and Friends products and also about our
campaign in real-time manner to know
how is our digital performance and how to
amplify it. We can also use this tool to
track each digital activity submission to
define winners.
Sonar

With huge number of social and digital

media coverage, we can get a deep
understanding of the response of netizens
toward our product and campaign.
Suggested Keywords
Offline Event
Offline Event

Meeting and educating key business persons face to face through a workshop
can increase the conversion of cold leads to burning hot ones.

Thus, we may hold a gathering event or industry workshop and invite key
decision makers in order to socialize and even strengthen the brand preference
to them. Our KOL can be utilized to directly meet the industry players to further
amplify the branding effect.
KPI & Budget
KPI
Facebook Post Engagement 700

Facebook Page Likes 2000

Clicks to Website 900

Linkedin Side Banners 3500

Linkedin Sponsored Contents TBC

Google Display Network 2000 clicks

Search Engine Marketing 2000 clicks

Forum 2000 views

Budget
Budget
Thank You