Brands that kept Indonesians engaged on Twitter over the year

Twitter has unveiled its top list of brand tweets in Indonesia. It previously released the global Best of Tweets for the year last week. While Indonesia was in lockdown, brands upped their ante in engaging audiences retaining - if not growing - their brand voice in the market. From inspiring change for the better to tapping on local culture, here are the brands that stood out to Twitter users in Indonesia: 

1. Bank Central Asia 

Bank Central Asia was lauded for driving positive change in the market when it tapped on Twitter's influential power, coupled with a creative execution of sound-off videos, to drive massive awareness for small businesses. The campaign was launched to support local businesses, which were greatly affected by the pandemic while encouraging Indonesians to shop local and take pride in doing so. The year-long campaign generated a steady drumbeat of traffic and conversions to merchant websites across the country.

https://twitter.com/GoodLifeBCA/status/1446067335505186818

2. Bank Mandiri

During the lockdown, Bank Mandiri launched the new super app called Livin’, to show Indonesians that opening a new bank account online was easy, while also asking them to switch from the old app to the new one. The highlight of this #livinbymandiri launch campaign was Bank Mandiri's use of video, especially during the teaser phase, which combined several of Twitter's video best practices such as short video and a strategic sound-off strategy. The video achieved over 33 million video views while video completion rate significantly outperformed the banking industry.

https://twitter.com/bankmandiri/status/1443874222615400450

3. Disney+ Hotstar

Disney+ Hotstar stole the hearts of Marvel fans with its #WieldTheShield campaign. The multi-channel campaign - with Twitter as the centrepiece - was launched to promote the show The Falcon and the Winter Soldier. Disney+ Hotstar hid Captain America's shield and asked fans to join a scavenger hunt across Indonesia's digital landscape, starting on Twitter, to find it. In the days leading up to the show's premiere, hints on the whereabouts of the hidden shield were revealed, using Twitter's conversation button solution. 

https://twitter.com/DisneyPlusID/status/1371355039944507399

4. IM3 Ooredoo

IM3 Ooredoo's flagship concert "CollaboNation" (#SilaturahmiTanpaHenti) to celebrate Ramadan 2021 won the hearts of Twitter users, saving it a spot as the best virtual event. The concert was first launched last year in partnership with Twitter. CollaboNation allows Indonesia’s rising talents to collaborate through music and the arts. This year, it leveraged Twitter spaces to give fans the opportunity to be up close and personal with the artists, which created hype and conversation in the lead up to the show. Conversations about the live event grew three times compared to the previous year's event as well.  

https://twitter.com/IM3Ooredoo/status/1391342635755786241

5. Lazada Indonesia

Lazada Indonesia launched a Ramadan Sale campaign by tapping into the culture of giving during Ramadan. It was a mega campaign which combined three campaigns with three distinct objectives. The first campaign highlighted the Ramadan deals to bring traffic to the Lazada website and app. The second was the launch of an online shopping center called Lazada Amanah, to meet all the needs of Muslims. The final campaign was specially created in a partnership with Twitter Indonesia to bring to life the idea of how meaningful Ramadan is for Indonesians. The campaign drove positive conversations, fueled engagement and overperformed on all campaign metrics. By connecting to the country's biggest festivities, Lazada weaved itself into the very fabric of Indonesian life and earned itself a spot as the brand with the best connection to culture.

https://twitter.com/LazadaID/status/1384000092990959620

6. Netflix Indonesia

Netflix Indonesia's launch for the show Army of the Dead sealed the deal as the best launch on Twitter. Netflix first infiltrated Twitter users' timelines with hints of the oncoming attack. Then, Netflix nudged fans through the online-offline worlds with a 3D billboard of live Twitter updates showing Indonesians trying to crack open a vault similar to the one in the show. Indonesians were also tasked with solving a code each day in order to reveal a clue that would bring them closer to unveiling a unique character - a tiger zombie.

https://twitter.com/NetflixID/status/1396813232661143559

7. Shopee Indonesia

Meanwhile, Shopee Indonesia topped the list as the most tweeted about brand. Shopee Indonesia tapped into K-culture knowing that K-pop and K-drama fandoms are one of the most passionate communities on Twitter. The eCommerce platform also tapeds into cultural moments and mega shopping events, which instigate fast-paced, agile conversations and reactions to cultural moments.

https://twitter.com/ShopeeID/status/1461582511532818432

Meanwhile, brands such as Samsung, Gojek, Grab and XL Axiata also made the list as the top 10 most tweeted about brands.

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