Pegadaian Pekan Raya

Know The Brand

PT Pegadaian is a subsidiary of Bank Rakyat Indonesia which is mainly engaged in the pawning sector. To support its business activities, until the end of 2022, this company has 12 regional offices, 61 area offices, 642 branch offices and 3,444 service units spread throughout Indonesia.

Overview of the Campaign

Pekan Raya Pegadaian is a people’s party entertainment event with a series of segments and activities to increase awareness and trust in ongoing Pegadaian programs (Gradepreuneur & Pegadaian Point)

Goals and Objectives
To increase awareness and trust in ongoing Pegadaian programs
Create buzz around Pegadaian program not only in Indonesia capital but also in regional area

Key Opinion Leaders
130 KOLS are recruited for this campaign.

Campaign Results

• 130 Total Influencers
• 85 Regional Influencers
• 942,298 views on Instagram and TikTok reached
• 22,45% Average Engagement Rate on Instagram
• 9,49% Average Engagement Rate on TikTok

Metrics and KPI

For Placement on Instagram and TikTok

• Number of views
• Number of impressions
• Number of engagement
• Number of likes
• Percentage of engagement rate (ER)

Campaign Strategy

For this campaign, we prioritize engaging with KOL communities across diverse cities. This deliberate choice stems from the potent relationships these influencers share with their followers. By leveraging their recommendations, we strategically enhance the event’s credibility, establishing a foundation of trust among potential attendees.

Campaign Implementation

Here’s how we implement this campaign:

Content is measured and tracked through all the platform’s built-in tools.
This campaign utilizes 2 platforms, Instagram and TikTok. Each influencer is assigned deliverables and objectives according their niche.

Deliverables:

Instagram Reels
Instagram Story
TikTok Videos
Event Attendance

Insights and Learning

• KOLs with a high number of followers do not necessarily guarantee good performance.
• Content with a soft-selling approach generally does better in terms of engagement.
• It is best to create content that aligns with current trends, down to the ideation and content strategy for future projects. Remember always to adjust the content with the KOL’s persona.
• Consider reaching out to a broader market using another platform, such as TikTok.

Conclusion

• We managed to deliver impressive results for this campaign.
• The campaign worked well and gained significant feedback due to KOLs’ expert approach to content.