Video Viral and Digital Engagement
Microsoft has challenged us to create a campaign based on their main problem:
Most of the Indonesian people are not aware and conscious of choosing the genuine Windows or Microsoft software.
Another challenge is, we can’t communicate with netizen (specifically millennials) with the patronizing statement or acting like we are smarter than them.
We created a strategy which will flick their pride and make it in more fun activity.
The campaign started with two comedic videos,
which are an exaggeration series of stories about counterfeit software users, whom his failure to use the genuine Microsoft software cost him some unfortunate events, even ultimately his love life!
After launching the videos,
we spread fun Key Visual (which became viral at that time!) by lifting on the real situation “Ori vs Palsu”
which happens in our target audience daily life. We produced a series of highly shareable statement images to maximize the impact and become a conversational piece.
We were not stopping on this. After the key visual got viral, we continue the hype by collaborating with the biggest meme community in Indonesia;
Meme Comic Indonesia (MCI) &
Meme Rage & Comic Indonesia (MRCI).
They started the conversation by post their own remake #CariYangOri meme, then ask the audience to also create a meme
from our template
Launch #Cariyangori video and statement images that lifting on the real situation “ori vs palsu”
Collaborate with meme community to make it more viral, and engaged them to create their own statement “ori vs palsu” using our image template.
The best statement will get an exclusive edition of XBOX ONE S
The highlight of the result was we got really satisfying number
of engagement of our content!
We’ve received 487 meme submissions, 821.177 reach and 55.509 engagement from MCI & MRCI asset, which is achieved more than agreed KPI
The campaign successfully engaged audience, both at Microsoft own asset and community asset.
We found much feedback which agreed and realize the importance
of using Microsoft original software.
The campaign also grab attention Microsoft’s consumer/ happy user
and made them willing
to share their pride of using Microsoft original
We also find that our fun statement and video content become one of the most engaged and shareable contents
in Microsoft social media, as the resulting number of likes, comment and shares are bigger than other content