#PRAwards 2021 highlight: Tokopedia goes all out with PR plan for #JagaEkonomiIndonesia campaign

Winning the gold for Best Campaign Pivot and silver for Best PR Campaign: e Commerce at MARKETING-INTERACTIVE’s PR Awards 2021 is Tokopedia. The COVID-19 pandemic has hit many - if not all - economic sectors in Indonesia hard. Micro, small and medium enterprises (MSMEs), which are believed to be the strongest business units in facing crisis-prone economic conditions, were and continue to be severely affected by the pandemic which required the enactment of large-scale social restrictions. In fact, MSMEs is the biggest contributor to the Indonesian economy.

Since 2018, every month of Ramadan, Tokopedia has always presented its biggest shopping tradition, Ramadan Ekstra. Last year, Tokopedia decided that celebrations would not be the focus and instead Tokopedia focused on helping government efforts to tackle the spread of COVID-19.  

Challenge

With the pandemic showing no end in sight, Tokopedia remained committed to ensuring that consumers can fulfil their needs from the comfort of their homes. It aimed to maintain the business continuity of the sellers, while also helping to promote Indonesia's economic recovery through the #JagaEkonomiIndonesia campaign.

At the same time, it was cognizant of the fact that many MSMEs saw their businesses slow down, and a huge numbers of people lost their jobs - posing a devastating consequences on the economy. In addition, the pandemic continued to limit the amount of brick-and-mortar shopping, putting people with less choice to fulfil their needs without leaving their houses.

With this in mind, it wanted to invite more business owners to transform their business online to keep their business running amidst the pandemic.

Strategy

Tokopedia decided to launch the #JagaEkonomiIndonesia campaign aimed at inviting more business owners to transform their business online to keep their business running amidst the pandemic. The team also wanted to invite more consumers to purchase local products, hence helping local businesses survive during these challenging times. It also aimed to influence, advocate and engage.

Influence: It looked to highlight inspiring sellers who dared to innovate and operate online. Tokopedia leverage all paid, earned, shared and owned channels to reach a mass audience.

Advocate: Collaborative initiatives with the government in local areas and invite inspiring sellers to share their stories to local business owners in spirit of #JagaEkonomiIndonesia.

Engage: Push out stories and on relevant campaigns and features, including the national movement ‘Bangga Buatan Indonesia’ (Proud of Indonesian-made)

Execution

Tokopedia tapped into its target audience through “Seller story” in which it highlighted various industries, especially those heavily impacted by the pandemic such as F&B, fashion, electronic, automotive, through the use of paid, earned, shared, and owned channels. Tokopedia kick-started the campaign by disseminating press releases and launching the #JagaEkonomiIndonesia TVC on its owned channels. From April to December 2020, it seeded over dozens of news pitches highlighting the different initiatives that Tokopedia is doing in regard to #JagaEkonomiIndonesia.

Tokopedia also pushed through a series of seller stories from various industries. 

In sustaining the talkability of the topic, Tokopedia also provided constant education awareness to the public through media interviews and official statements as well as collaborative initiatives with various parties.

On the earned front, content seeding is regularly done through press releases or sellers interviews. Regular information would be provided to the media regarding the latest initiatives and/or programs taken by Tokopedia in the context of #JagaEkonomiIndonesia.

On the paid front, Tokopedia partnered with various economic and business media, both print, online and broadcasting (television) to amplify the stories. 

Apart from utilising the Tokopedia social media channel in spreading this campaign, Tokopedia partnered with various national media to help spread these inspirational stories through their social media channels via a shared strategy. This strategy allowed Tokopedia to reach the millennial audience segment that dominates social media platforms, who might also be owning business.

Last but not least, Tokopedia also leveraged its social media handlers and internal channels to constantly communicate the company’s initiatives and commitment in regard to the #JagaEkonomiIndonesia campaign.

Result

Overall the campaign was a resounding success drawing over 2.1+M new merchants who joined the Tokopedia platform from April 2020 to December 2020. There were also 10+ M new additional monthly active users from 90+ million to 100+ million as of December 2020.