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THE SOLUTION

Our experts are well versed in making the digital marketing strategy included viral video, it’s what we live and breathe every day for our clients. 

Pensil Media came up with “Ada Untuk Ibunda”

a digital campaign to target the millennials who hustle and bustle with everyday life and rarely meet with moms. We create activities that can recall them about the importance of their existence and maintain their bond with moms with LINE as a bridge for daily communications.

THE CHALLENGE

Line Indonesia appointed Pensil Media of doing a video for Mother’s Day. They wanted a heart-warming video & social media campaign that will be able to tug at the heartstring of their users. 

The timeline was tight with less than 20 days to Mother’s Day.

Samsung NX Pensil Media

Video Viral and Digital Engagement

MOTHER'S DAY

INDONESIA

THE

ACTIVITIES

one of them is by making a heart-moving video.

The video tells about a daughter who ignores her mother, as she was busy working.

We managed to engage the audiences with several activities that could drive them to share their memorable story with their mothers; 

 

THE

ACTIVATION

Right on 22 Dec, we were celebrating Mother's Day with 22 winners at Grand Indonesia

where all the participants (mom and daughter) got a special treatment all day long. Starting with picked-up by Uber, lunch at Pizza Express, watching movie at CGV, and spa together at Martha Tilaar as the closing.

THE RESULT

Our deep meaning hashtag #​AdaUntukIbunda and the heart-moving video managed to achieved

Reached 4.601organic hashtag during three weeks campaign

(FYI, we dont use any buzzers to support it)

3.275 total submission on Instagram during 10 days period

Reached 649,769 views on LINE Indonesia YouTube channel 

Total Like : 2.100

Total Dislike 57

THE

MECHANISM

On 21st Dec, we launched LINE mother’s day video.

For the first engagement, we were inviting target audience to upload their photo and share moment with their mom on Instagram using hashtag #AdaUntukIbunda.

The best moment will get a one-day treatment with their mom on Mother’s Day.