Marketing storytelling example: How brands in Indonesia pushed the boundaries of creative storytelling to drive growth
With 197 million people online in Indonesia, it’s important for brands to know where and how to connect with this large group of digital consumers. YouTube, with more than 100 million monthly users in Indonesia, offers a ready base for brands to grow their online audience. To unlock the potential of video marketing, however, brands need to push the boundaries of Marketing storytelling to make an impact and meaningfully connect with people.
Among the brands already using YouTube marketing to build impactful campaigns are the winners of Indonesia’s first YouTube Works, an award that celebrates the most creative video campaigns on the platform. The winning brands used YouTube as a creative canvas to reach people in personal ways and leveraged the platform’s versatility to run video marketing campaigns that drove action and business results.
Here’s a closer look at some of these award-winning brand storytelling campaigns, with key learnings on their insights and creativity, to help you take your brand storytelling further.
Tell compelling brand stories with powerful personalization
The “Save 20 OCBC NISP” campaign, winner of The Unskippable and Best Media Orchestration awards
The pandemic prompted many, including Indonesia’s youth, to become more aware of the need to save for an uncertain future. The less financially savvy among them, however, were unsure of how to get started. To meaningfully connect with these youth, financial service provider OCBC NISP leveraged YouTube’s versatile formats to launch a campaign that was personal and relevant.
Its “Save 20 by Nyala” campaign showed how young Indonesian adults, by starting the habit of saving Rp. 20,000 ($1.40) a day, can thrive in various ways, including starting an online business, getting married, and buying a house. It used creative elements like humor, quick pacing, and tight framing in the video campaign to keep viewers engaged beyond the first five seconds. It further personalized the video using YouTube Director Mix to create variations of the ad with headlines and images that spoke to the audiences’ various viewing interests, such as lifestyle, gaming, and family.
The video became one of the most-watched campaigns in Indonesia in 2020, reaching 56.9 million people. It achieved a 32% retention rate and averaged a 42% view-through rate, well above the industry benchmark.
Pond’s Men White Boost, winner of the Best Creative Personalization award
The series of short, impactful YouTube videos features Pond’s Men White Boost users getting smacked in the face repeatedly and in various relatable situations, such as on a date, on a soccer field, or on crowded public transport. Despite life’s hard knocks, the Pond’s users always emerge with a bright smile and flawless complexion.
The campaign was intentionally slapstick to appeal to its audience on YouTube, who prefer entertaining content. The videos were also delivered to audiences with a high affinity using YouTube’s interest-based targeting.
The brevity and personalized humor of these ads packed a punch and drove results. The campaign achieved a 68% higher click-through rate than the best-performing Pond’s Men campaign, making it a top performer in the category. It was also a significant contributor to the total sales of the Pond’s Men line, which grew by 16%, more than 3X the target. This achievement was all the more impressive given that revenue in this category had been declining.
Tell meaningful brand stories with creative collaborators
Grab Siap Antar Ramadanmu, winner of the Best Collaboration: Brand & YouTube Creators award
To drive this message home, the brand leaned into YouTube’s content creator ecosystem and made audience participation the heart of its “Siap Antar Ramadanmu” (Ready for Ramadan) campaign. It invited people to share videos on YouTube of themselves lip-syncing and dancing to the campaign jingle; these videos were then featured in the campaign video. By collaborating with the people, Grab injected authenticity and relatability into its brand storytelling and created an uplifting sense of community during a difficult period.
The collaborative campaign resonated with audiences and achieved a 2.5% uplift on ad recall, as well as a 2.6% increase in brand consideration and a 1.4% increase in favorability. Its performance also surpassed the previous year’s Ramadan campaign, with a 16% higher completion rate and a 2X higher click-through rate.
Insights from Metta Marketing: Let YouTube be your number one effective marketing channel alongside your website.
Key YouTube trends in Vietnam in 2021 that customers should notify:
- Over 25 million Vietnamese have streamed YouTube on internet-connected TVs, the highest in the Asia-Pacific region in May 2021.
- In Vietnam, 45% of internet users own a smart TV or a connected TV, and 28.2% of internet users in Vietnam access the internet through a Smart TV, which is a growing trend.
- YouTube has become a top entertainment hub for Vietnamese people, especially during festive occasions like Lunar New Year or regular days. With the habit of consuming content on internet-connected TVs, viewers in Vietnam are shifting from ‘me’ (individual viewing) to ‘we’ (family viewing).
- Average watch time for YouTube content on internet-connected TVs is over 90% longer than on mobile devices and desktops. Specifically, according to YouTube’s report, content related to football and social media humor on TV screens has increased by over 150% compared to the same period last year; specialized program content on TV screens has increased by over 200% compared to the previous year.
With statistics like these, YouTube becomes an indispensable advertising channel that businesses should explore to provide more information and enhance the B2C customer experience, thereby increasing marketing effectiveness.
Globally, B2B businesses have leveraged YouTube in conjunction with marketing storytelling to introduce product details, production processes, company scale, etc. This is especially useful for B2B businesses targeting export markets, where customer understanding of the business before engagement is crucial.
Source: https://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/creativity/brand-storytelling-video-marketing-indonesia/
Metta Marketing
Leading Brand Strategy Consultant
