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Google Indonesia - Google Doodle Rendang
Project type
Creative Direction, Strategy, Social Media
Date
June 2024
Location
Indonesia
Collaborating with Google Indonesia under The Carrot Collective.
Scope: Creative Social Lead. Strategy and creative direction for social activation.
The Brief
Goals: Increase engagement on Google-owned social channels and enhance Google's brand perception.
Target Audience: Gen Zs in metropolitan Indonesian cities.
Theme: Celebrate Rendang Doodle and Indonesian culture through creator collaborations.
Challenge: Navigate shifting user behavior and platform algorithms favoring creator content.
The Approach:
Campaign: "Satu Piring, Berjuta Cerita" (One Plate, Countless Stories)
Tactics: Collaborate with Indonesian creators, utilize Google products (Gemini, Maps, Search), and track social engagement metrics.
Campaign highlight - Utilising the theme of 'Merantau', powered by social listening and AI, to finesse content partnership with Rama Lauw and hence influencer care package activation. Total weighted engagements 300+K.
Results: Increased social engagement, positive brand perception, and strengthened connections with Gen Z audiences in Indonesia.
