To help stand out in a fiercely competitive industry, Blibli, an e-commerce ecosystem in Indonesia, partnered with a popular influencer to compose a jingle and then gave consumers the ability to create their own karaoke version of the song entirely within the confines of a banner ad.
Objective:
Because competition within the industry is very fierce, every e-commerce firm seeks to attract customers' attention with promotions, discounts, and conveniences like free delivery. What's more, the level of consideration among customers is often influenced by the size of the promotion.
Against this backdrop, Blibli sought to build a campaign that emphasized the significance of the shopping experience, reflecting the Blibli brand's most basic value, while also driving brand loyalty and customer satisfaction, especially among millennials and generation Z.
Target Audience:
Blibli targeted individuals between the ages of 15 and 35 who lived in urban centers and who were regularly on the lookout to find new trends. Not only do these people enjoy learning new things, but they also want to be the first to share them with their social circle and the rest of the world. This group of people are constantly on the forefront of the latest social media trends, creating their own interpretations and finding ways to share and participate on channels like Instagram and TikTok Stories.
Creative Strategy:
Blibli's brand ambassador, who is also a well-known musical artist, created a new jingle for the campaign with the goal of communicating the brand message, "Complete customer satisfaction only with Blibli."
The campaign strove to capitalize on the media environment, wherein the ubiquity of cameras on smartphones has made it possible for anyone to achieve online fame. For younger internet users in Indonesia, the act of lip-syncing, dancing, and singing cover songs on video and sharing those videos on their stories or social feeds has become commonplace. Blibli knew there was an opportunity to capitalize on this trend.
So, for its digital activation, Blibli planned to use its brand song to connect with consumers and drive home the message of "Pasty Puas," which translates to "complete satisfaction." Using young people's affinity for karaoke and sing-alongs, Blibli provided folks the chance to sing their hearts out to the new song and demonstrate their talent to the world.
Context:
Capitalizing on a social media trend like this was new for Blibli. Other players in the market kept offering deals and discounts to entice more users to their platform, but Blibli had always prioritized providing high-quality products and making sure that users were completely satisfied throughout the entire user experience, not just with the discount value. These competitors' approach was critical, especially with younger generations, who look beyond simple price concerns and who are willing to pay more for brand experiences. Their perceptions of brand experiences are often driven by what their peers are saying. This campaign also sought to influence word-of-mouth around the Blibli brand.
Overall Campaign Execution:
Blibli launched the campaign by creating "voice-enabled" rich media ads that allowed people to record their own version of the "Pasti Puas" jingle. Digital ads and banners were enabled with voice-capture and real-time audio mixing to allow people to add their voices to the Blibli Jingle and make their own renditions.
When the audience saw the banner, they were be encouraged to click and begin recording their voice to the Blibli Jingle. Once complete, an AI tool combined the user's voice with the song's melody to make a personalized version of the Blibli "Pasti Puas" song, all within the ad banner. There was no need to open or download any additional pages. All interactions occurred inside the banner, including seeing the campaign advertisement, listening to the song, recording, sharing the rendition, and downloading it.
Mobile Execution:
The entire execution of this digital campaign was centered around the use of mobile phone devices that were activated to create a karaoke experience whenever the user was exposed to a Blibli ad. The mobile ad unit allowed users to stream the brand song's soundtrack, use artificial intelligence to sync their voices to the track, and share it in real time all right from within the mobile ad.
With 7.5 million millennials and members of generation Z reached and an interaction rate that was twice-the-average in Indonesia, the campaign was a tremendous success. Over 10,000 jingles were created and shared, expanding the campaign's reach to many millions of their friends' networks.
The Blibli site visits generated by this campaign had a 40 percent lower bounce rate than previous efforts, and one in three website visitors converted to purchase intent.
Using a control group and an exposed group, an ad effectiveness survey was conducted to quantify brand uplift. The findings of the study confirmed that engaged users showed:
