BUILDING AWARENESS TOWARDS INDONESIAN LOCAL BRANDS THROUGH SOCIAL MEDIA: A CASE OF BRAND LOCAL AJA’S CAMPAIGN BY NANTIAJA PAY LATER

Abstract

Based on the results of the #BrandLokalAja campaign, the Community Relations Division could collaborate with 44 of Indonesia's top local brands and gain more exposure for them through the use of 6 YouTube and TikTok KOLs. Furthermore, six articles about local brands were published on the NantiAja website. Not only in terms of awareness, but the campaign efforts that we carry out also impact increasing public interest in conserving and using local products at local merchant brands who join this campaign. With evidence of increased sales at the following top 3 local brands merchant: Aurum Lab (gmv 54% up), Mickout Project (gmv 85% up), and Inspired27 (gmv 80% up). This data leads us to conclude that the #BrandLokalAja campaign successfully raised public awareness of the value and quality of local Indonesian products while also offering consumers the convenience of shopping using the NantiAja paylater.