Gudang Garam De Luxe
Re-Launch Campaign
Sensasi Berkelas, Semua Puas
Media Placement
Influencer Management
STORY
New Kretek Cigarette In Town
Gudang Garam De Luxe, the latest kretek cigarette product from Gudang Garam, is set to make a significant impact in the market, and to ensure its success, a comprehensive digital campaign is essential. This campaign will be key in generating widespread awareness about the launch of this new and premium cigarette offering. A well-executed digital strategy will ensure that the launch not only garners attention but also attracts potential customers who are eager to experience the newest addition to Gudang Garam’s range of products.
OBJECTIVE
New Product Launch to Gain Awareness
The goal is to reach a broad audience, highlighting the unique qualities and premium experience that Gudang Garam De Luxe provides. With the growing influence of digital platforms, leveraging these channels will be crucial for engaging consumers, driving interest, and building excitement around the product.
SOLUTION
Trend-jacking & UGC Supremacy
As a product that is quite strict to promote, we adopted a unique approach by leveraging trend-jacking related to cigarettes and selecting KOLs with unconventional personas to execute the trend-jacking. Furthermore, to boost the campaign’s impact, we used UGC through homeless media to drive engagement.
Multiple Placement on Top Publishers
Due to restrictions on advertising across social media platform because of their regulation, we also blast the branded message from Gudang Garam De Luxe on top 3 Publishers to gain exclusivity from premium placement while maintaining efficient cost by utilizing Run on Network inventory campaign.
RESULTS
Groundbreaking Influencer Strategy for Tobacco
400k+
Interaction on Influencer posts
25 mio+
Impressions on Digital Media
64 IDR
Cost per Interaction on Influencer
This innovative approach, particularly in influencer strategy, focused on using trendjacking with unconventional KOLs to generate awareness for a product with strict promotion guidelines. Furthermore, we broadened the campaign’s reach by placing branded KV from Gudang Garam De Luxe on leading Indonesian publishers, ensuring premium exposure through exclusive placements and Run on Network channels.
