Amplifying Engagement and Followers Through Relatable Content
VIBE SUCCESS STORY
A whopping spike in engagements and brand awareness were generated through researched content correctly placed on Instagram.
Platforms Freshness
11x higher
Improved Total Engagements
Improved Brand Visibility
9x higher
Creating a New Benchmark For The Niche’s ER
184% higher than Indonesian’s benchmark for alcohol brands on IG
Attracting high-quality audiences and brand visibility that promotes an-all-around nightlife
Ensuring the brand captures relatability in daily lives across multiple segments.
The Challenges
- In the competitive and tightly regulated Indonesian alcoholic beverage market, VIBE faces steep hurdles. A minuscule 0.2% of the population drinks alcohol, severely limiting VIBE’s customer base.
- Notably, while the brand’s social media audience is predominantly male, constituting around 65% of its total audience, the majority of its buyers are female. This discrepancy adds another layer to the challenge.
- Additionally, high import taxes and a preference for sweet, flavored drinks diminish its market share in spirits. Advertising restrictions and health concerns, including a notable rate of Alcohol Use Disorder, further complicate outreach efforts.
- These challenges intertwine, presenting VIBE with a complex task: to carve out and grow its niche within Indonesia’s unique and challenging market landscape, bridging the gap between its online following and actual consumer base.
The Solutions
1. Content Relatability
The #JUSTVIBEON campaign, through its dedicated focus on enhancing social media engagement, strategically deployed content across five pillars tailored to various lifestyle interests.
This initiative has not only succeeded in making the brand more relatable and engaging for its audience on platforms like Instagram, TikTok, Facebook, X, and YouTube Shorts but also saw a significant uptick in the brand’s female audience. The meticulously crafted content, resonating deeply with daily experiences and interests, bridged the gender gap, reinforcing the campaign’s effectiveness in broadening VIBE’s appeal and fostering a more diverse online community.
Building on the successful #JUSTVIBEON campaign, a pivotal study revealed a staggering 677% increase in engagement on Instagram, primarily driven by an upsurge in post shares and saves, alongside other interactions. This breakthrough was achieved after an insightful A/B testing phase, which compared the effectiveness of humorous content against relatable posts that encouraged comments, saves, and shares. The latter category significantly outperformed, resulting in a 50-fold increase in reach within just a week of posting, clearly indicating the power of engagement-driven content in amplifying reach and interaction on social media platforms.
2. Promotes Safety & Responsible Consumption
In response to the pressing challenges within Indonesia’s strict alcohol market, VIBE initiated the transformative #DONTKILLTHEVIBE campaign, championing responsible drinking.
This innovative campaign strategically targets young adults and motorbike riders through a blend of outdoor marketing, social media engagement, guerrilla tactics, and local partnerships. Focused on mitigating alcoholism and drunk driving, it emphasizes the joy of drinking within limits, thereby safeguarding community welfare.
Remarkably, the campaign has not only elevated awareness around the dangers of alcohol but also significantly enhanced VIBE’s social media engagement rates, setting new benchmarks for the brand within the first 2 weeks of campaign launch at 0.68% when previously engagement rate was around 0.08%. This strategic move not only aligns with VIBE’s commitment to social responsibility but also fosters deeper brand loyalty and societal impact, marking a pivotal shift in its market approach.