MARKETING CAMPAIGN
MERDEKA BARENG MLBB: DUKUNG & RAYAKAN INDONESIA
“119% of the new-user target, by uniting the Olympics and Independence Day in one campaign.”
Mobile Legends: Bang Bang Indonesia
|
2024
Role: Marketing Strategy Lead (Indonesia)
Overview
A culturally-charged, two-moment campaign aligning Paris 2024 Olympics momentum with Indonesia’s 79th Independence Day to defend market share and deepen national affinity. We paired real-time patriotism with in-game events and multi-channel storytelling to stay top-of-mind against intensifying competitors.
SOW
- Led strategy and orchestration of in-game events and multi-channel activation rooted in cultural relevance.
- Supervised creative execution; managed internal teams (social, KOL, community, BD) and external vendors.
- Directed media planning across organic, paid, influencer/KOL, esports, and community channels.
Impact
- User growth: Achieved 119% of new-user target (+50% YoY) and 125% of returning-user target (+43% YoY) in Aug 2024.
- Hero video efficiency: #MerdekaBarengMLBB brand videos delivered 6.1M impressions on YouTube at $3.4 CPM (best efficiency across video promotions).
- Total exposure: 900M+ impressions across social, KOLs, paid ads, esports, and community platforms.
- Content scale: Olympic × Independence Day promos reached 50M+ users with 80M+ impressions.
- Giveaways reach: 17.2M total reach from region-led, user-centric giveaways (highest activity-based reach within the period).
- Community footprint: 180+ #MerdekaBarengMLBB events with 11k+ participants across 24 provinces.
Awards
HIGHLIGHT
