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PT. Kibar AVG Internasional

Jl. Kemang Timur No.90, RT.1/RW.3, Bangka, Kec. Mampang Prpt.,
Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12730
Telepon/Fax: 021 717 905 61/021 718 1245
 Objective Learning Approach Actuating
The purpose of digital Important factors that must The method to be used is Practical application of
activation for BAE Soju be learned in order to determined by the data methods and strategies.
succeed in competition analysis.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

 Objective
The purpose of digital
activation for BAE Soju

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

01. OBJECTIVE
A. The purpose of digital activation for BAE Soju

DIGITAL PRESENCE
TO increase brand awareness and establish two-way communication with the audience to
enhance engagement

BY Creating a Digital Platform Ecosystem and optimizing each digital platform function

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

 Learning
Important factors that must
be learned in order to
succeed in competition

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
Our Brand
goals.

Trend
Competitive
Outlook
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
Our Brand
goals.

Trend
Competitive
Outlook
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
Our Brand
goals.

Trend
Competitive
Outlook
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
Our Brand
Learn more about the BAE Soju brand
goals. so that we can communicate the
message correctly and
appropriately.

Trend
Competitive
Outlook
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
Our Brand
Before Anyone Else
orang yang sangat penting dalam hidup, prioritas
utama, atau yang paling istimewa lebih dari yang
lainnya (Kesayangan)
Dalam bahasa pergaulan BAE bisa berarti Baby atau
Babe yang merupakan panggilan sayang atau

Tagline kesayangan, cinta kepada seseorang.

“SANTAI BAE” digunakan sebagai strategi komunikasi

#SantaiBAE merek BAE Soju, yang dimana memiliki arti :

/san·tai/ bebas dari rasa ketegangan; dalam keadaan bebas
dan senggang (KBBI)

“Moment lebih santai bareng BAE Soju.”

#BAESoju #AwalCeritaBaru #BAEstie #SantaiBAE
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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Male
The details regarding the audience that is
used as the target market are as follows.
21 - 34
Tahun
Target Audience
● Anak muda - Dewasa Muda - Dewasa
● SES B - A
● Perkotaan

Female
21 - 34
Tahun
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Psychographic

Keseruan Bersantai Keakraban Pelepas Penat

Pencair Suasana Kebersamaan Semua Kalangan

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
goals. The following are the USPs of BAE
Soju products. We will make it a baseline
topic to be able to develop it into the form
of a content strategy.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
goals. The following are the USPs of BAE
Soju products. We will make it a baseline
topic to be able to develop it into the form
of a content strategy.

New Product Launching

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Existing Digital Assets

Several important points will be explored in order to better understand what factors are taken into account when determining the best strategy to
achieve the existing goals. The following are the USPs of BAE Soju products.
We will make it a baseline topic to be able to develop it into the form of a content strategy.

Mirror Content
From Instagram

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Existing Type Of Content

Event Announcement NPD Campaign Video Product Shoot Lookbook Trivia Giveaway

Entertainment
Engagement Content Seasonal Greeting What Content List Content How To Content
Content

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Existing - Bae Soju Analytics

KPI’s / Platform Facebook Instagram TikTok

7,396
Followers 7,515 13

Avg Growth/Month 168 304 0

Engagement 240 26,720 8

Post Interaction 0.057% 3.4% 7.7%

Date: Jan - May, 2022

Source: Fanpage karma

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
Our Brand
Learn more about the BAE Soju brand
goals. so that we can communicate the
message correctly and
appropriately.

Trend
Discussing the digital data trend of
2022 in Indonesia.

Competitive
Outlook
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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Indonesia Digital Trend 2022

Indonesia’s total population was 277.7 million in January 2022. Data show that Indonesia’s population increased by
2.8 million (+1.0 percent) between 2021 and 2022. 49.7 percent of Indonesia’s population is female, while 50.3 percent
of the population is male. At the start of 2022, 57.9 percent of Indonesia’s population lived in urban centres, while
42.1 percent lived in rural areas.

Active Social Media User Demographic Social Media User In Indonesia 2022

18.0%
16.6%

15.4%
14.6%

191.4 6.3%
7.9%

MILLION
VS. POPULATION
3.4%
2.6%

68.9%
Female Male Female Male Female Male Female Male
18 - 24 25 - 34 35 - 44 45 - 54
YEARS OLD YEARS OLD YEARS OLD YEARS OLD

https://andi.link/wp-content/uploads/2022/02/Digital-2022-Indonesia-February-2022-v01_compressed.pdf Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Indonesia Digital Trend 2022

There is a tendency to use these platforms among the many social media platforms that have developed, which is very unique in Indonesia.

Most-Used Social Media Platform In Indonesia 2022

YOUTUBE 93.8%
WHATSAPP 88.7%
INSTAGRAM 84.8%
FACEBOOK 81.3%
TIKTOK 63.1%
TELEGRAM 62.8%
TWITTER 58.3%

FACEBOOK MESSENGER 48.6%

LINE 39.7%

PINTEREST 36.7%
KUASHOU 35.7%

LINKEDIN 29.4%

https://andi.link/wp-content/uploads/2022/02/Digital-2022-Indonesia-February-2022-v01_compressed.pdf Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Indonesia Digital Trend 2022

There is a tendency to use these platforms among the many
social media platforms that have developed, which is very unique
in Indonesia.

Media Sharing Social Network Messenger

Youtube Instagram Tiktok Facebook Whatsapp

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Content

https://www.marketing-interactive.com/10-social-media-trends-to-keep-an-eye-on-in-2021 Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Content

Engagement and social issue over sales focus Emotional relationship with customer. Create problem and solution.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved https://www.marketing-interactive.com/10-social-media-trends-to-keep-an-eye-on-in-2021

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Content Hierarchy
Content strata that will be served to the audience.

Ability to make a strong

HERO Campaign Content
statement to the audience

Content that can build

Engagement Content, KOL’s
communication and increase HUB
Content Trivia/Insight/Value
engagement.
Content.
Giveaway/Quiz Content

Always On Content that the

HYGIENE Always-On Content
audience can enjoy at any
time.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved https://www.marketing-interactive.com/10-social-media-trends-to-keep-an-eye-on-in-2021

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.
NATIVE
Platform Integration - Link Building PLATFORM
Touchpoint media for
Integration between platforms enables the audience to access each platform audience
critical information on the primary platform

NATIVE
AUDIENCE
Specific audience for
each digital platform

NATIVE
CONTENT
Content creation tailored to
the platform and audience
on each channel

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Platform Integration - Link Building

Integration between platforms enables the audience to access
critical information on the primary platform Social Media 1

Social Media 2

Audience Media Touchpoints Embed Link Social Media 3 Landing Page

The existing audience departs from The social media they use will Embedded links will point to The website will house all critical
the platform they are fluent in. display links to other platforms. multiple channels. information as well as other
Social Media 4 activities.

Social Media 5

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Platform Integration - Link Building

Integration between platforms enables the audience to access
critical information on the primary platform

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Platform Integration - Multi Channel Management

The multi-channel management dashboard is an online system that can manage, analyze, and monitor all of our social media platforms in order to
integrate and optimize their functions.

Multi Channel

Content Monitoring

Day by day tracking and

analytics

*Sample image for study purpose only

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Influencer Marketing - Key Opinion Leader

Key opinion leaders (KOLs) are people or organizations that have such a strong social status that their recommendations and opinions are listened to
when making important decisions. Good examples of key opinion leaders are political figures, columnists and celebrities who are known for their work.
All key opinion leaders have prominent status in their own communities and their opinions are valued and listened to. They are seen as true experts and
they are trusted as real individuals, not just public figures representing companies.

KOL RELEVANCE FOR WHY THEY CHOOSE MEGA KOL

Increase Engagement
Brand Awareness 98,8% rate 69,9%
MACRO KOL
Educate
Target Market 62,7% Characteristic 53%

Increase/ Total MID-TIER KOL

Drive Sales 50,6% Fans/followers 53,6%

MICRO KOL
Gain Content
New Fans/followers 39,8% Quality* 47%
NANO KOL
*In others study, quality content be the first consideration when choosing
Influencers

https://influencermarketinghub.com/kols-key-opinion-leader/
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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Influencer Marketing - Key Opinion Leader

Key opinion leaders (KOLs) are people or organizations that have such a
strong social status that their recommendations and opinions are
listened to when making important decisions. Good examples of key
opinion leaders are political figures, columnists and celebrities who are
known for their work. In 2019, Mediakix, one of the major influencer
agencies, conducted a survey of more than 200 digital marketers
regarding the use of influencer with the following results.

https://www.smartinsights.com/online-pr/influencer-marketing-effectiveness/
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Influencer Marketing - Key Opinion Leader

According to the data, the most effective social media channels for
maximizing KOL function are Instagram, Youtube, Facebook, Blogs, and
Twitter. Each existing social media channel has its own native audience
and native content, making it distinct for disseminating information
and utilizing KOL functions.

Native Content

Native Audience

KOL Roles

https://www.smartinsights.com/online-pr/influencer-marketing-effectiveness/
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Influencer Marketing - Key Opinion Leader

KOL's Nano & Micro provides a
In the minds of the audience,
more influential nature of
KOL's brand manifestation will
recommendations.
create a statement and brand
positioning.

Reach a wider target

audience
Be closer to the target
audience and have more
relevant content

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Key Opinion Leader - Tik Tok Shop

This shopping feature is present on TikTok as a response to the
increasing sales of various products after the brand has
promoted through the social media platform.

Based on the Adweek-Morning Consult survey summarized by

Deseret News, 49% of users will buy a product or service after
seeing an ad, promotion or review on TikTok.

Detail preview content

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Key Opinion Leader - Tik Tok Shop

KOL Content Catalog Product Detail Product Store Account

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Media Plan
According to data compiled by Hootsuite and released in February
2022, the social media platforms that can reach the best audience for
the best ads are YouTube, Facebook, and Instagram.

Platform Total Potential Reach Male Female

Youtube 139.0 million 53.1% 46,9%

Facebook 129.9 million 56.0% 44.0%

Instagram 99.15 million 47.7% 52.3%

Linkedin 20.00 million 55.4% 44.6%

Twitter 18.45 million 51.6% 48.4%

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Media Planning - Facebook/Instagram Ads

Facebook Ads is a paid advertising service provided by
Facebook. This platform has indeed become the most
popular social media platform, with people all over the world
using it. Some of them believe that using Facebook Ads
allows them to show advertisements to audiences based on
their demographics.
Demographics cover a variety of important aspects of the
market to be reached, such as education, age, occupation,
gender, and so on. It can be concluded that by using this ad,
you can more easily and accurately determine your target
consumer.

Detail targeted audience

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Media Planning - Tiktok Ads

Promote is a standalone advertising feature that integrates with
the TikTok app for business accounts. You can improve your
organic videos and increase engagement with your community
quickly and simply.

You can get super creative with In-Feed Ads. You can include
multiple call-to-actions and make your video anywhere
between 9 to 15 seconds.

Having the opportunity to include a call-to-action is a huge

advantage. For example, you can encourage users to shop now,
download your app, or visit your website right from TikTok.

Detail targeted audience

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Media Planning - Tiktok Shop Ads

Promote is a standalone advertising feature that integrates with
the TikTok app for business accounts. You can improve your
organic videos and increase engagement with your community
quickly and simply.

You can get super creative with In-Feed Ads. You can include
multiple call-to-actions and make your video anywhere
between 9 to 15 seconds.

Having the opportunity to include a call-to-action is a huge

advantage. For example, you can encourage users to shop now,
download your app, or visit your website right from TikTok.

Detail targeted audience

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Media Planning - Tiktok Shop Ads

Tik Tok Shop Ads

Collection Ads Dynamic Showcase Ads Lead Generation Ads

Collection ads are a type of TikTok Shop ad that Dynamic showcase ads (DSA) are another type of Lead generation is available in in-feed video ads that
allows brands to include slides of their products and TikTok Shop ad that allows brands to promote help brands to gather information from TikTok users
slide them into their in-feed video. thousands or even millions of products through via online forms.
personalized video content.
Each slide can show a variety of different products for These Tiktok Shop ads are best suited for brands with
sale. When clicked, the slide will take users to a DSA will generate video ads that target audiences a longer sales cycle, such as service sector products.
gallery page where they can browse products and based on their interests and shopping activity, such
make purchases. as items added to cart or products viewed. For example, asking users to sign-up or install their
application.
To help brand owners, TikTok has created a series of
DSA templates in the form of clips (short videos) with
music and text.

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Media Planning - Tiktok Shop Ads

Tik Tok Shop Ads

Collection Ads Dynamic Showcase Ads Lead Generation Ads

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Several important points will be explored

in order to better understand what factors
are taken into account when determining
the best strategy to achieve the existing
Our Brand
goals.

Trend
Competitive
Outlook
Conducting in-depth analyses of
competitor moves.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook
Examine what competitors are doing in the digital world to
determine their strengths and weaknesses so that we can predict
how things will be done in the future.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook
Examine what competitors are doing in the digital world to
determine their strengths and weaknesses so that we can predict
how things will be done in the future.

DAEBAK Soju does not integrate

any of its digital assets. In terms of
content, they do mirroring from
Instagram to Facebook.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook
Examine what competitors are doing in the digital world to
determine their strengths and weaknesses so that we can predict
how things will be done in the future.

Communication Idea

campaign material taken in korea

Paradise Tour - Event Brand Collaboration KOL’s Collaboration

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook - Daebak Soju Type Of Content

Lookbook Product Shoot What Content Brand Base Content Tips Content How To Content

Entertainment
This or That Brand Colaboration Event Campaign Riding The Wave KOL Content
Content

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook - Daebak Soju Analytics

KPI’s / Platform Facebook Instagram Twitter

62,785
Followers

Growth We can't display the data because the 0

Brand does not have an official
number of likes is less than 100 and
Indonesian-based Twitter account.
only has 70 likes.
Engagement 21,955

Engagement Rate 0.73%

Date: Jan - May, 2022

Source: Fanpage karma

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook
Examine what competitors are doing in the digital world to
determine their strengths and weaknesses so that we can predict
how things will be done in the future.

Happy Soju performs platform

integration between social media
and websites in the form of
e-commerce.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook
Examine what competitors are doing in the digital world to
determine their strengths and weaknesses so that we can predict
how things will be done in the future.

Communication Idea

HAPPY SOJU,
HAPPY YOU!!
playfull doodling and fun typography
Paradise Tour - Event Brand Collaboration KOL’s Collaboration

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook - Happy Soju Type Of Content

NPD Launching Engagement Content How To Content Seasonal Greetings Giveaway Tips Content

Lookbook Quotes Marketing Content Product Shoot List Content KOL Content

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BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Competitive Outlook - Happy Soju Analytics

KPI’s / Platform Facebook Instagram Linkedin

12,817
Followers 813

Growth 0 4,764
Data is only accessible to account
owners.
Engagement 206 19,477

Engagement Rate 0.37% 2.34%

Date: Jan - May, 2022

Source: Fanpage karma

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

03. LEARNING
C. Important factors that must be learned in order to succeed in competition

The phase where we learn important things to be able

to make the right communication strategy.

Key Learning
Several important points will be learned in order to develop
the best strategy for communicating information via digital
platforms.

The age range 21-34 / Male According to data from the Platform integration is To convey the brand's intent
- Female / SES B-A / Urban web referral parameter, the required to maximize every and purpose, the right
is the primary target top five social media function of the digital communication strategy in
audience. platforms are YouTube, platform and strengthen the form of textual, visual,
Facebook, Instagram, the digital presence. and audial content is
Twitter, and Tiktok. required.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

 Approach
The method to be used is
determined by the data
analysis.

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BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.

Ideation
Several points are used as starting points for developing
engaging and appropriate communication concepts for
the target audience.

OBJECTIVE PAIN POINT INSIGHT CHALLENGE

increase brand awareness Many regulations on digital It is possible to provide Determine the best
and establish two-way platforms impose information on alcohol communication plan and a
communication with the restrictions on this industry. items by using creative solid social media outlet for
audience to enhance ideas and delivering information dissemination.
engagement intriguing content.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.

Cultural Relevance - Korean Drinking Culture

Through the illustration above which represents the character of young Indonesians with their tendency to gather with friends and spend time relaxing
together, we will try to see Korean culture in terms of gathering and enjoying soju.

The culture of drinking Besides soju, there are

soju in Korea is full of makgeolli and beer.
manners.

Korean Drinking Culture

Hoesik
The first glass should Hoesik is intended to strengthen
not be rejected. relationships and get to know
colleagues more deeply.

The culture of drinking in hoesik is never to

and eating together say "no".
after work
https://en.wikipedia.org/wiki/Hoesik Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.

Cultural Relevance
Drinking culture in South Korea is known as hoesik, and has been
a social activity since the Middle Ages to be precise in the Joseon
dynasty. The Joseon nation has produced various alcoholic
beverages that have been consumed by its people throughout
history.

According to research published by Ju Moon Park, et al. with the

title Solitary and Social Drinking in South Korea: An Exploratory
Study, it is stated that the main motive of people who drink is
because they want to relieve stress caused by work and life. Apart
from that, there are also other reasons, such as feeling happy
when drinking, alcohol makes food taste better, to the point of
wanting to sleep quickly. There was no significant difference in
motives or impulses between people who drank with friends or
drank alone.

“Moment lebih santai bareng BAE Soju.”

https://mojok.co/terminal/cheers-menelusuri-budaya-minum-alkohol-di-korea-selatan/ Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.

Cultural Relevance - Indonesian Drinking Culture

Through the illustration above which represents the character of young Indonesians with their tendency to gather with friends and spend time relaxing
together, we will try to see Korean culture in terms of gathering and enjoying soju.

The majority of them are In modern days, drinking

indicative of something being alcohol is part of the
celebrated or commemorated. lifestyle.

Indonesian Many sources of knowledge, both

Referring to important
activities at that time. Drinking Culture western and eastern current
drinking culture, provide
references.

Cultural heritage and Our culture has a

local wisdom. communal nature and
enjoys gathering.
https://www.cnnindonesia.com/gaya-hidup/20201113150737-262-569484/minuman-alkohol-di-ri-budaya-masa-lampau-dan-kearifan-lokal Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.

Cultural Relevance
Since a few years ago, consuming alcoholic beverages in Asia has
become part of the modern lifestyle. In Indonesia itself, this drink
that was once considered taboo is now very easy to find in
various restaurants or bars. "Even though many Indonesians like
to drink, their reason for drinking is different from that of
westerners. Drinking alcohol for Indonesians is just for social
status. The term is social drinking," said psychologist Tika Bisono,
during a press conference "Don't Drink" and Drive" from Pernod
Ricard, some time ago in Jakarta.

#SantaiBAE
https://lifestyle.kompas.com/read/2014/06/08/1124469/Di.Indonesia.Minum.Alkohol.Hanya.untuk.Status.Sosial Intelligence asset and property DIGIBAR@2022 All Rights Reserved
 Amunisi buat Bikin selebrasi
curhat… Makin happy

Dipake Nongkrong Jadi makin deket

Makin asik!! Dan bonding sama
#BAEstie

Enak buat chill Mau diluar atau

dirumah…

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message. Ahh..bodo amat
gitar sama mabar....
#SantaiBae
Ideation Bawa gitar atau
mau mabar ya?!?

Ajakin anak-anak Yang penting

nongkrong sore-sore nongkrong
gini asik kayanya.... Bareng anak-anak….

Cuaca cakung
nih..cabut ahh… BAE Soju gw
sekarton udh
dimobil blm ya?!!

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.
Tapi gabisaa….gw udah
tanggung

Ideation Aahhh ribet deehh!!!

sukaa…..huuu hu
huhuhuu huu…..
..udah gausah dipikirin
#SantaiBAE…..ngapain
lu sedih sedih gitu…

Udaahh..daripada sedih
mending lu sini kerumah
Mayang…Kita mau karaoke
nihh!!! Sini lahh..ada BAE Soju 2
karton…
Biiii..gw
dighostingg..huuuhuu…
..huu..huu……

OTW…
Yaa Dindaa..kenapa
Din?!

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.

Umbrella Communication

“JUST BAE CHILL.”

Tweak Words from “Just Be Chill” which means take it easy. Provide encouragement
to live a more relax and enjoy.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

04. APPROACH
D. The method to be used is determined by the data analysis.

The ideation stage is where you decide on the manifesto idea and
convey the main message.

Umbrella Communication

“JUST BAE CHILL.”

Moment lebih santai bareng BAE Soju.
#BAESoju #AwalCeritaBaru #BAEstie #SantaiBAE

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

04. COMMUNICATION STRATEGY

D. The method to be used is determined by the data analysis.

The communication strategy that will be applied to achieve the

objectives.

Communication
Umbrella JUST BAE CHILL

Brand Communication #BAESoju #AwalCeritaBaru #BAEstie #SantaiBAE

Digital Presence
Objective increase brand awareness and establish two-way communication with the audience to enhance engagement

21 - 35 | Male - Female | Perkotaan | SES B - A

Audience
Anak Muda - Dewasa Muda - Dewasa

Period July 2022 - December 2022

Social Media Optimization

Social Media Integration

Strategy Representative Figure

KOL Utilization

Paid Promote

KPI’s Audience Reach Growth Followers Engagement Rate

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

 Actuating
Practical application of
methods and strategies.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Communication Umbrella JUST BAE CHILL

Brand Communication #BAESoju #AwalCeritaBaru #BAEstie #SantaiBAE

21 - 35 | Male - Female | Perkotaan | SES B - A

Audience
Anak Muda - Dewasa Muda - Dewasa

Social Media Optimization

Instagram Facebook Tiktok Twitter

Social Media Integration

Link Building Multi Channel Management

Representative Figure

Strategy Create fictitious personas that can convey key messages

KOL Utilization

Instagram - Tiktok

Nano KOL Micro KOL

Paid Promote

Facebook Ads Instagram Ads Programmatic Tiktok Ads

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Social Media Optimization

Instagram Facebook Tiktok Twitter

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Social Media Optimization

Here is a scheme for conveying information deemed
important by corporations to our target audience.

Instagram 21 - 35 | Male - Female Anak Muda - Dewasa Muda - Dewasa

Facebook 25 - 35 | Male - Female Dewasa Muda - Dewasa

Touchpoint Social Media

Tiktok 21 - 25 | Male - Female Anak Muda - Dewasa Muda

Twitter 21 - 35 | Male - Female Anak Muda - Dewasa Muda - Dewasa

https://andi.link/wp-content/uploads/2022/02/Digital-2022-Indonesia-February-2022-v01_compressed.pdf Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Social Media Optimization

Here is a scheme for conveying information deemed
important by corporations to our target audience.

Background

History

Vision Visual

Mission
Content
Brand Value Audience Creative Content Audial
Management

Purpose

Proposition Textual

Statement

Promises

Position

https://andi.link/wp-content/uploads/2022/02/Digital-2022-Indonesia-February-2022-v01_compressed.pdf Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Social Media Optimization

Here is a scheme for conveying information deemed
important by corporations to our target audience.

CRAFTING CONTENT
BRIEF FGD CONTENT PLANNING
CAPTION WRITING

PUBLISH ON-BOARD APPROVAL EDITORIAL PLANNING

Fix Content
SOCIAL MEDIA ANALYSIS REVISE
Fix Caption Writing

REPORT Timeline Posting

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Social Media Optimization

Instagram Facebook Tiktok Twitter

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

Why Choose Instagram

The advantages of the chosen platform

Several factors were considered when selecting this

platform as a medium for information transmission.

Number 2 Media sharing Instagram Boasts an Instagram's Content Is Instagram Allows You to Many people are
platform in Indonesia Easy-to-Use Interface More Engaging Than Other Cross-Post to Other connected through this
Platforms Platforms platform, and it is used
more by 18-35 year olds.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Instagram - Sample Content

Where’s My BAEstie?!

Bikin Memories udah gak perlu ribet-ribet lagi tau, cukup kumpul
bareng cerita-cerita sambil minum BAE Soju juga udah cukup kok!
Asalkan minumnya bareng BAEstie sih apapun itu pasti jadi lebih
asik.

______

#BAESoju
#BAEstie
#SantaiBAE
#JustBAEChill

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Instagram - Sample Content

BAE Soju is Calling!!

Siapa disini yang tiap weekend udah pasti stock BAE Soju?
Biasanya kalo udah kumpul bareng BAEstie tuh pasti deh ada
yang jaim-jaim gamau minum tapi ujung-ujungnya minta
nambah.

Tag BAEstie-BAEstie kalian yang gitu!

______

#BAESoju
#BAEstie
#SantaiBAE
#JustBAEChill

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Instagram - Sample Content

Original atau Mix ya BAEstie?

BAE Soju mau langsung diminum atau di mix sebenernya

sama-sama enak sih BAEstie. Kalo yang minum langsung berarti
orangnya ‘to the point’ banget nih, kalo yang minumnya di-mix
jadi cocktail berarti orangnya ‘adventurer’ BAEstie.

Kamu lebih suka minum BAE Soju langsung diminum atau di-mix
dulu BAEstie? Komen dibawah ya!
______

#BAESoju
#BAEstie
#SantaiBAE
#JustBAEChill

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Instagram Content Pillars

Channel Instagram Content Mirror To Facebook

Strength Massive audience reach; High engagement levels; A way to engage with audiences that adds value and isn't salesy; Hashtags to capitalize on
Point real-time trends; A way to engage with readers and prospective readers in a channel that they love; Used by 92.3 million inhabitants of Indonesia.

21 - 35 | Male - Female | Perkotaan | SES B - A

Audience
Anaka Muda - Dewasa Muda - Dewasa

25% 25% 10% 10% 10% 20%

Pillars
JUST BAE CHILL
Engagement Trivia / Giveaway / Entertainment Marketing
Brand Base Content #SantaiBAE
Content Quiz Content Content
Campaign

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Social Media Optimization

Instagram Facebook Tiktok Twitter

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

Why Choose Facebook

The advantages of the chosen platform

Several factors were considered when selecting this

platform as a medium for information transmission.

Number 1 Social network The number of Facebook Facebook users spend a Facebook connects Facebook is growing. Not
platform in Indonesia users in Indonesia is lot of time on the site — 40 everyone easily making only does Facebook
enormous, with the minutes per day, on this platform great when it dominate social media
majority of users aged 25 average. More time on comes to sharing use, but it shows no signs
to 55. Facebook means more information. of slowing.
time spent interacting with
your business’s presence
there.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Facebook - Sample Content

Where’s My BAEstie?!

Bikin Memories udah gak perlu ribet-ribet lagi tau, cukup kumpul bareng
cerita-cerita sambil minum BAE Soju juga udah cukup kok! Asalkan
minumnya bareng BAEstie sih apapun itu pasti jadi lebih asik.

———————
#BAESoju
#BAEstie
#SantaiBAE

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Facebook - Sample Content

GIVEAWAY BAE SOJU DATENG LAGI NIH BAESTIE!🎉

Hai BAEstie, BAE Soju mau bagi-bagi 12 botol buat BAEstie-BAEstie yang beruntung nih! Cara
ikutannya gampang banget :

1. Follow & likes media sosial baesoju.id (FB & IG).

2. Jawab pertanyaan tersebut dengan benar, di kolom komentar.
3. Gunakan hashtag #JustBAEChill & Tag 4 BAEstie kalian untuk iikutan.
4. Giveaway ini akan berlangsung sampai 30 Juni 2022

Goodluck BAEstie!
———————
#BAESoju
#BAEstie
#SantaiBAE

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Facebook Content Pillars

Channel Facebook Content Mirrored From Instagram

Strength Market leadership on the global scale; Integrated with instagram and whatsapp platforms; Efficient capitalization on mobile advertising; Evolving role
Point as a news source; Used by 129.9 million Indonesians.

25 - 35 | Male - Female | Perkotaan | SES B - A

Audience
Dewasa Muda - Dewasa

25% 25% 10% 10% 10% 20%

Pillars
JUST BAE CHILL
Engagement Trivia / Giveaway / Entertainment
Brand Base Content #SantaiBAE Marketing Content
Content Quiz Content
Campaign

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Social Media Optimization

Instagram Facebook Tiktok Twitter

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

Why Choose Tiktok

The advantages of the chosen platform

Several factors were considered when selecting this

platform as a medium for information transmission.

Included in the top 5 most The video-sharing TikTok has broken the This platform is highly TikTok is a user-friendly
frequently used social platform has monotony of the addictive. mobile application and
media in Indonesia. approximately 1.1 billion traditional tech platforms. social media platform.
monthly active users as of
2021. Roundabout 60% of
the users belong to
generation Z.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Tiktok - Sample Content

Sample material, in addition to demonstrating #JUSTBAECHILL
activity, by capitalizing on the current tiktok content craze.

JUST BAE CHILL

#SantaiBAE

Tiktok FYP

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Tiktok - Sample Content

Sample material, in addition to demonstrating #JUSTBAECHILL
activity, by capitalizing on the current tiktok content craze.

JUST BAE CHILL

#SantaiBAE

Tiktok FYP

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Tiktok Content Pillars

Channel Tiktok

Strength Market leadership on the global scale; Integrated with instagram and whatsapp platforms; Efficient capitalization on mobile advertising; Evolving role
Point as a news source; Used by 129.9 million Indonesians.

21 - 25 | Male - Female | Perkotaan | SES B - A

Audience
Anak Muda - Dewasa Muda

25% 25% 25% 25%

Pillars

JUST BAE CHILL

Brand Base Content Entertainment Content Riding The Tiktok Wave
#SantaiBAE Campaign

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Social Media Optimization

Instagram Facebook Tiktok Twitter

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

Why Choose Twitter

The advantages of the chosen platform

Several factors were considered when selecting this

platform as a medium for information transmission.

Twitter's design is kept Follow the Latest News and Digital activation on twitter Twitter Lets You Be a Part Twitter Is a Space to
extremely simple, and Trends on Twitter will help you get found on of Different Communities Establish Professional
while you can customize google Authority
your feed, the topics, and
the people you want to
keep up with, the platform
is straightforward to
navigate on both mobile
and PC.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Twitter - Sample Content

Where’s My BAEstie?!

Bikin Memories udah gak perlu ribet-ribet lagi tau, cukup kumpul bareng
cerita-cerita sambil minum BAE Soju juga udah cukup kok! Asalkan
minumnya bareng BAEstie sih apapun itu pasti jadi lebih asik.

———————
#BAESoju
#BAEstie
#SantaiBAE

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Twitter - Sample Content

Bye-bye Insecure, Hello InseCOOL!

Udah bukan zamannya lagi BAEstie buat insecure-insecurean,

mending ubah insecure kamu jadi inseCOOL dengan BAE Soju!
Selain bikin kumpul bareng BAEstie jadi lebih asik, BAE Soju juga
bisa naikin rasa percaya diri kamu!

———————
#BAESoju
#BAEstie
#SantaiBAE
#JustBAEChill

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Twitter Content Pillars

Channel Twitter

With the ease of conversation between brands and consumers, one of the major benefits of using Twitter is for building and cultivating your brand
Strength
community. Brands can use the platform to start and join in on relevant conversations, engage with their community and build a loyal following and
Point
can help traffic to other landing pages. used by 18.94 million people in Indonesia.

21 - 35 | Male - Female | Perkotaan | SES B - A

Audience
Anak Muda - Dewasa Muda - Dewasa

60% 40%

Pillars

JUST BAE CHILL

Brand Base Article
#SantaiBAE Campaign

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Social Media Integration

Link Building Multi Channel Management

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Link Building
Integrate each platform by integrating links in features currently available on the Landing Page Referral
platforms or by using a landing page referral.

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Social Media Integration

Link Building Multi Channel Management

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Multi Channel Management

By using a multi-channel management platform, it allows us to manage multiple
platforms in one dashboard.

Multi Channel

Content Monitoring

Day by day tracking and

analytics

*Sample image for study purpose only

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Multi Channel Management

This tool also allows us to see the movement of competitors.

Competitor Review

Competitor Perfroma

*Sample image for study purpose only

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Representative Figure
Create fictitious personas that can convey key messages

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

 Kenalin..Gw BAEyu Nantinya akan ada
Anindito..Umur gw 25 keseharain gw sama
tahun..gw bakalan BAEstie-BAEstie satu
muncul di konten circle gw di konten….
campaignnya BAE
Soju….

Dan juga, Gw bakal

ngeliatin
tongkrongan gw
nantinya..seru seru
banget
anak-anaknya!!!

Hallooo..Kenalinnn, Gw
BAEbi Karina..Umur Gw
23 tahunn..Sama kaya
BAEyu, gw juga akan
ada di konten-konten
campaign….

Representing the daily life of

the target audience to build
relevancy.
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
 Sample Content :
Representing the daily life of
the target audience to build
relevancy.
Intelligence asset and property DIGIBAR@2022 All Rights Reserved
BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

KOL Utilization
Instagram Tiktok

Nano KOL Micro KOL Nano KOL Micro KOL

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Micro
Instagram Reels
Nano

KOL

Micro
Tiktok Video Tiktok
Nano

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

What will they do?

KOL will create simple but interesting content about
making beverages/processed foods using BAE Soju as
the Ingredient.

BAE Soju Fruit Fuse Challenge

Amplified by KOL

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Actuating

Media Placement

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Media Placement
Here are the platforms used for advertising. From the diagram
below, it can be seen that each platform has its own adjusted
objectives.

Facebook Ads Instagram Ads Programmatic Ads Tiktok Ads

Page Likes Profile Visit

Traffic Video Views DSA

Impression Impression

Brand
Engagement Engagement Referral Landing Page Page Visit
Awareness

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Media Placement - Target Audience

Programmatic Ads makes it easy for us to reach a detailed audience through ads
posted on websites or landing pages that provide ad space.

Demographic Psychographic Interest Location

Digital Savvy
21 - 35 Years Old
Up To Date

Pop Culture
Male - Female JABODETABEK, Bandung, Yogyakarta,
Open Minded Interest : Korean Drama, Korean Cuisine, Semarang, malang, Surabaya, Bali,
Alcoholic Drink, Soju, , Staycation, Bars, Lombok, Medan, Padang, Palembang,
Chill Beach, Club, Bali, Live Music Makassar, Batam, Pontianak,
Urban Banjarmasin, Samarinda, Dumai, Riau.
Fun

Friendly
SES B- A
Easy Going

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BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Facebook Ads
Advertising on the Facebook platform makes it easier for us to determine the target
audience who sees the ads that we display.

Estimated Audience
Facebook Ads Demographic Interest Location
Size

Pages Likes Impression Engagement 21 - 35 Years Old

JABODETABEK, Bandung,
Male - Female
Yogyakarta, Semarang,
Interest : Korean Drama,
malang, Surabaya, Bali,
• Buying Method: • Buying Method: • Buying Method: Korean Cuisine, Alcoholic
Lombok, Medan, Padang,
CPF (Cost Per Fans) CPM (Cost Per Mile) CPE (Cost Per Engagement) Drink, Soju, , Staycation, 30.300.000 - 35.600.000
Palembang, Makassar,
Bars, Beach, Club, Bali, Live
Batam, Pontianak,
• Duration Ads: • Duration Ads: • Duration Ads: Music
Banjarmasin, Samarinda,
6 Months 6 Months 6 Months Urban Dumai, Riau.
• Landing Page: • Landing Page: • Landing Page:
https://www.facebook.com/ https://www.facebook.com/ https://www.facebook.com/
baesojuidn baesojuidn baesojuidn

SES B- A

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BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Instagram Ads
Advertising on the Instagram platform makes it easier for us to determine the
target audience who sees the ads that we display.

Estimated
Facebook Ads Demographic Interest Location
Audience Size

Profile Visit Impression Engagement 21 - 35 Years Old

JABODETABEK, Bandung,
Male - Female
Yogyakarta, Semarang,
Interest : Korean Drama,
malang, Surabaya, Bali,
• Buying Method: • Buying Method: • Buying Method: Korean Cuisine, Alcoholic
Lombok, Medan, Padang,
CPC (Cost Per Click) CPM (Cost Per Mile) CPE (Cost Per Engagement) Drink, Soju, , Staycation, 30.300.000 - 35.600.000
Palembang, Makassar,
Bars, Beach, Club, Bali,
Batam, Pontianak,
• Duration Ads: • Duration Ads: • Duration Ads: Live Music
Banjarmasin, Samarinda,
6 Months 6 Months 6 Months Urban Dumai, Riau.
• Landing Page: • Landing Page: • Landing Page:
https://www.instagram.com/b https://www.instagram.com/b https://www.instagram.com/b
aesoju.id/ aesoju.id/ aesoju.id/

SES B- A

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BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Programmatic Ads
Programmatic Ads makes it easy for us to reach a detailed audience through ads
posted on websites or landing pages that provide ad space.

Ads Referral Landing Page

Programmatic Ads
Social Media Link
Audience base on targeting
Ads
Linktree
• Buying Method: Marketplace Link
CPS (Cost Per Session)

• Duration Ads: Web A Web B Web C

6 Months

• Landing Page:
https://linktr.ee/baesoju.id
BAE Soju Ads Click Ads

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Tiktok Ads
Tiktok ads can make it easier for advertisers to determine the right target audience
and can accommodate the shopping process on the tiktok platform itself.

Tiktok Ads Demographic Interest Location

Video Views Dynamic Showcase Ads 21 - 35 Years Old

Male - Female Interest : Korean

• Buying Method: • Buying Method: Drama, Korean Cuisine,
CPV (Cost Per Views) CPC (Cost Per Click) Alcoholic Drink, Soju,
Indonesia
Staycation, Bars,
• Duration Ads: • Duration Ads: Beach, Club, Bali, Live
Urban Music
6 Months 6 Months

• Landing Page: • Landing Page:

https://www.tiktok.com/@baesoju.id https://www.tiktok.com/@baesoju.id
SES B- A

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BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

NPD

Launching Treatment
BAE Soju Lychee

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BAE Soju

05. ACTUATING
E. Practical application of methods and strategies.

The adaptation of a strategy's shape into a realistic

implementation.

Teaser
W1
Awareness
W2 - W4
Engage
W5 - W8

Objective : Encouraging the audience to Objective : Increase brand awareness of new Objective : build communication and
participate in conversations that are built products by distributing material to a broad target involve the audience in an effort to build
through curiosity. audience. engagement.

Digital Activity Digital Activity Digital Activity

Blast Teaser Campaign Material on : KOL Utilization : Utilize Mega Influencer and KOL IG Live From Tongkrongan : Create a conversation
- IG Story & Feed amplifiers to spread the word. with the audience using IG Live features.
- Reels
- Facebook Story & Feed UGC Content : Create one content that is reposted Social Experiment Content : Asking random
- Tiktok by the audience on the IG story. people about “ Original atau Lychee?”
- Twitter Thread
Giveaway : Make a photo challenge for your
Teaser Content RF Content
relaxing moments with friends with BAE Soju
Lychee.

Tiktok Challenge : Make a Challenge on the tiktok

platform about #SantaiBAE with BAE Soju Lychee.
The most creative content will get a prize.

Creating Campaign Content On-Feed : Create

interesting content to post in feeds and stories.
BAE Soju

06. TIMELINE
F. The time specified for applying the strategy

Task / Month Jul Aug Sept Oct Nov Dec

Social Media
Optimization
Instagram Fully Applied
Facebook Fully Applied
Tiktok Fully Applied
Twitter Fully Applied

Social Media Integration

Link Building Fully Applied

MCM Fully Applied

Representative Figure

RF Content Fully Applied

NPD Launching
Treatment
Campaign

Social Media Ads

Placement

Instagram Fully Applied

Facebook Fully Applied

Tiktok Fully Applied

Programmatic Ads

Programmatic Fully Applied

KOL Utilization

Nano / Micro

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BAE Soju

07. KPI’s
G. Indicators of campaign success are measured from the numbers below.

The adaptation of a strategy's shape into a realistic

implementation.

Facebook KPI’s
The following are the Key Performance Indicator numbers that
are used as a benchmark for the success of the campaign period
per month or until the campaign period ends.

Followers 1,500
Organic 750

Paid 750

Source Unit Conversion Rate Profile Visit Fans Rate Fans

FB Ads CPF 8,000 100% 8,000 10% 800

FB Ads CPM 3,000,000 0.10% 3,000 10% 300

FB Ads CPE 30,000 0.50% 150 10% 15

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BAE Soju

07. KPI’s
G. Indicators of campaign success are measured from the numbers below.

The adaptation of a strategy's shape into a realistic

implementation.

Instagram + Programmatic KPI’s

The following are the Key Performance Indicator numbers that
are used as a benchmark for the success of the campaign period
per month or until the campaign period ends.

Followers 3,000
Organic 1,000

Paid 2,000

Source Unit Conversion Rate Profile Visit Follow Rate Followers

IG Ads CPC 10,000 100% 10,000 10% 1,000

IG Ads CPM 6,000,000 0.10% 6,000 10% 800

IG Ads CPE 20,000 0.50% 100 10% 10

Programmatic 5,000,000 0.10% 5,000 10% 500

Intelligence asset and property DIGIBAR@2022 All Rights Reserved

BAE Soju

07. KPI’s
G. Indicators of campaign success are measured from the numbers below.

The adaptation of a strategy's shape into a realistic

implementation.

Tiktok KPI’s
The following are the Key Performance Indicator numbers that
are used as a benchmark for the success of the campaign period
per month or until the campaign period ends.

Followers 2,000
Organic 1,000

Paid 1,000

Source Unit Conversion Rate Profile Visit Follow Rate Followers

Tiktok Ads CPV 5,000,000 0.10% 50,000 10% 500

Tiktok Ads CPC 5,000 100% 5,000 10% 500

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thank you. Let’s discuss..

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