How PT Mataram Paint Indonesia became the only building materials company shortlisted twice at the Hashtag Asia Awards

Paint is rarely a category people associate with standout social media campaigns. Across Asia Pacific, the brands that dominate marketing awards shortlists typically come from FMCG, beauty, banking, travel, telecommunications or technology – industries that naturally command consumer attention through everyday interactions.

This year, however, PT Mataram Paint Indonesia challenged that convention.

The Indonesian heritage coatings manufacturer became the only building materials company to be shortlisted twice at Hashtag Asia Awards 2026 in the Best Social Brand Launch/Relaunch category for its COLOR brand campaign; and the Best Social Media Partnerships: Influencers category for “EMCO System” through a local genius creator-led campaign.

While the two campaigns targeted completely different audiences, they shared one strategic belief: successful social marketing is not about making products louder or a high-budget international celebrity endorsement – it is about delivering a relevant message with heart.

Launching a new paint brand through culture, not conventional advertising

When PT Mataram Paint introduced COLOR in February 2025, the company was entering a competitive specialist paint segment for wood and metal surfaces. Instead of relying primarily on traditional advertising, the brand adopted a social-first approach designed around the content habits of younger urban consumers.

The campaign – #COLORhematcakep – focused on collaborating with creators whose audiences were already interested in home improvement, DIY projects, interior decoration, and lifestyle content. Rather than positioning PT Mataram Paint’s latest product as the centre of every conversation, creators integrated COLOR into everyday stories that reflected how Indonesian consumers make renovation decisions.

Within its first six months, the campaign generated millions of views across TikTok and Instagram while achieving engagement levels well above industry benchmarks for the home improvement category. More importantly, the campaign translated growing brand awareness into measurable commercial momentum across key target markets.

The campaign demonstrated that launching a new brand does not necessarily require the largest advertising budget. Instead, clear positioning, relevant storytelling, and a consistent execution can create stronger consumer connections than interruptive advertising alone.

Turning technical education into creator-led entertainment

If COLOR was designed for urban consumers, PT Mataram Paint’s second shortlisted campaign addressed an entirely different audience. For EMCO System, the company partnered with a father-and-daughter creator duo from Purworejo, Central Java, whose authentic Javanese humour had already built a loyal following among rural communities.

PT Mataram Paint Indonesia onboards influencers with practical knowledge about proper coating systems such as EMCO Primer, EMCO LUX, and EMCO Thinner B. This preparation enabled the creators to develop content that remained entertaining while delivering technical education consumers could immediately apply.

The result was a campaign that reached and engaged with millions of the targeted market. One tutorial video alone generated five million organic TikTok views without paid media support, delivering engagement rates significantly above category norms for technical products such as paints and building materials.

For PT Mataram Paint Indonesia, the campaign reinforced an important lesson: educational content does not have to feel instructional. When creators genuinely understand the products they represent, technical knowledge can become accessible, entertaining, and highly shareable.

Different audiences, one marketing philosophy

Although the two campaigns differed in tone, creators, and target audiences, both were built on the same marketing principle: understanding communities before developing content. Rather than adapting audiences to fit the brand messaging, PT Mataram Paint designed each campaign around the behaviours, interests, and communication styles of its intended consumers.

The outcome illustrated a broader shift taking place across Asia’s marketing landscape. As consumers increasingly expect authentic and useful content, brands – even in highly technical industries – can no longer rely solely on product-centric communication. Success depends on understanding how different communities consume information and creating stories that feel native to those environments.

“Our commitment has always been to make quality coating solutions more accessible – not only through our products, but also the way we communicate with consumers,” said Freddy Pangkey, director of PT Mataram Paint.

“Whether someone is discovering a new paint brand or learning the right painting system, we believe useful information should be easy to understand, relevant, and genuinely helpful. These campaigns reflected that commitment to serving our consumers better.”

For Lia Sidik, founder of lia s. Branding & Design, who has been working with PT Mataram Paint for more than two decades, the EMCO and COLOR campaigns demonstrated that effective branding is proven through audience understanding.

“Both campaigns began with the same strategic question: who are we really speaking to? Once that became clear, every decision – from the creator selection to the storytelling – was designed around the audience instead of the product. That’s what enabled two very different campaigns to connect with consumers in meaningful ways,” Sidik said.

As social media continues to reshape how consumers discover, evaluate, and trust brands, PT Mataram Paint’s recognition at the Hashtag Asia Awards 2026 suggests that marketing excellence is no longer defined by industry category.

Even building materials – long regarded as one of the most traditional sectors – can capture attention when brands choose relevance over reach, education over promotion, and authentic storytelling over conventional advertising.