How Purana Indonesia Achieved 30% Q1 Revenue Growth
A Case Study on Strategic Brand Direction by StratEdgeMarketing

30% YoY Revenue Growth in Q1 2025, successful launch of a seasonal Ramadan collection in collaboration with Fuguku, and complete brand and operational overhaul led by a StratEdgeMarketing Brand Director.

The Task
Purana Indonesia, a respected fashion brand known for its contemporary take on traditional Indonesian textiles, had built a loyal following but faced a significant challenge: scaling its business in an increasingly competitive market. The brand needed a cohesive, powerful, and data-driven strategy to expand its reach and drive substantial revenue growth.

The Strategy
StratEdgeMarketing embedded one of its experienced Brand Directors within the Purana team to provide high-level strategic oversight and hands-on execution. This director spearheaded a revitalized, multi-faceted strategy focused on key growth areas:

Bold, Seasonal Product Launch: Capitalizing on the Ramadan season, a special prayer robe collection was launched. This was amplified through a strategic collaboration with the popular accessories brand, Fuguku, which designed a unique matching bag, tapping into a key cultural moment and driving a surge in sales.

Refreshed Brand Narrative: The team executed a complete social media revamp and refined the brand story to better highlight Purana's commitment to sustainability and cultural heritage, resonating more deeply with modern consumers.

Experiential, Event-Driven Retail: Purana was repositioned as an event-driven retailer, creating engaging in-person and online customer experiences that fostered brand loyalty and drove sales.

Proactive Operational Planning: A data-driven operational plan was implemented, which included:

Introducing future collections earlier to maximize sales potential.

Adjusting inventory planning based on the strong performance of new product categories.

Creating a monthly marketing calendar to consistently support new launches.

Optimized Customer Journey: The entire customer lifecycle, from initial online discovery to post-purchase engagement, was analyzed and optimized to enhance customer satisfaction and lifetime value.

The Results
The comprehensive strategy delivered immediate and impactful results. The primary achievement was a 30% year-over-year revenue increase for the first quarter of 2025.

Key Takeaways
Strategic collaborations are powerful: Partnering with a complementary brand like Fuguku amplified reach and created a unique, must-have product.

Cultural moments drive commerce: Timing a product launch to a significant cultural event like Ramadan can lead to exceptional sales results.

Integrated strategy is essential: Success wasn't just about marketing; it was the integration of brand narrative, experiential retail, and data-driven operations that created sustainable growth.

Is Your Brand Ready for Transformative Growth?
If your brand is facing similar challenges and needs expert strategic leadership to unlock its full potential, StratEdgeMarketing can help. Our Brand Director service provides the high-level expertise you need to navigate a competitive market and achieve remarkable results.

Case Study Fashion Brand:
The Flying Cloth Exhibition -
A Sustainable Fashion Success Story

Fashion often draws inspiration from nature – but does the industry truly care about the planet's sustainability? This was the question posed by The Flying Cloth Exhibition, a celebration of Merdi Sihombing's 25 years as a pioneer in Indonesian indigenous textile design.

StratEdgeMarketing (SEM) was tasked with creating a campaign that would not only honor Merdi's legacy of community development and ethical practices but also resonate with a new generation of fashion enthusiasts.

The Strategy:
SEM crafted an immersive experience that went beyond a typical fashion exhibition. By blending cultural heritage with contemporary design and interactive elements, The Flying Cloth attracted a diverse audience, including Millennials and Gen Z.

Key Activation Highlights:
A Tapestry of Impact: The exhibition showcased a miniature tapestry representing Merdi's 25 years of community development projects across Indonesia.
Multi-faceted Engagement: Activities included a journey opening ceremony, press conference, fashion arts exhibition, workshops, seminars, marketplace, upcycling stations, fashion film screenings, and fashion shows featuring highlights from Merdi's international showcases.
Community Collaboration: The event fostered collaboration with indigenous communities, universities, artists, filmmakers, dancers, socialites, corporate CSR programs, models, and public figures.
Strong Support: The Flying Cloth received backing from The Ministry of Education, Culture, Research, and Technology, Pertamina, Bank Mandiri, Humbang Kriya, Lenzing, and Make Over.


Results:
The two-week exhibition at Museum Nasional Indonesia drew an impressive 5,000 active visitors and achieved a remarkable 11.8 million reach across web and social media platforms.

Key Takeaways:
Purpose-Driven Campaigns Resonate: By highlighting Merdi's commitment to sustainability, Indonesian heritage culture, and community empowerment, the campaign connected with audiences on a deeper level.
Experiential Marketing Drives Engagement: The diverse range of activities provided valuable touchpoints and encouraged audience participation.
Collaboration Amplifies Impact: Partnerships with various communities and organizations broadened the reach and enriched the exhibition's content.

The Flying Cloth Exhibition serves as a testament to the power of strategic marketing in creating culturally significant and impactful events. By weaving together Merdi Sihombing's legacy with innovative experiences, SEM delivered a resounding success that celebrated Indonesian heritage and promoted sustainable fashion.

Case Study of an OTT brand:
Unlocking Growth -
The "Viu is You" Campaign in Indonesia

In today's dynamic market, a successful marketing strategy requires a deep understanding of your target audience and the ability to create compelling experiences. This case study explores how StratEdgeMarketing (SEM) helped "Viu," a leading multinational video streaming brand, achieve remarkable success in the unique and challenging Indonesian market.

Understanding the Indonesian Market:
Indonesia, with its diverse population and vibrant digital landscape, presents both opportunities and challenges for brands. SEM conducted extensive market research to identify key insights:
Youthful & Trend-Driven: Millennials and Gen Z dominate the market, seeking personalized experiences and engaging with brands through digital channels.
Community-Oriented: Group chats and online communities play a significant role in shaping opinions and trends.
Mobile-First: Indonesia boasts high mobile penetration, making mobile marketing essential.
Video-Centric: Platforms like YouTube are hugely popular, with a strong preference for new and engaging video content.

The "Viu is You" Campaign:
Based on these insights, SEM developed the "Viu is You" campaign, designed to resonate with Indonesian consumers' desire for self-expression and authentic brand experiences.
Core Brand Values: The campaign centered around Viu's brand essence: comfort, colorful, inspiration, and fun.
Celebrity Endorsement: Four brand ambassadors, representing different psychographic segments, were featured in a high-energy video, creating immediate buzz and relatability.
Interactive Content: The "Be Yourselfie" GIF generator empowered users to showcase their individuality and engage with the brand in a playful way.
Evolving Messaging: The campaign's message transitioned from embracing individuality to celebrating personal choice and comfort in content consumption.
Strategic Partnerships: Viu collaborated with local brands and celebrities who genuinely aligned with their values, ensuring authenticity and expanding reach.
User-Generated Content: TikTok challenges encouraged user participation and content creation, further amplifying the campaign's message.

Results:
The "Viu is You" campaign delivered impressive results:
Increased Brand Awareness: Share of voice increased by 10X through strategic partnerships.
User Acquisition & Engagement: The app achieved 100 downloads per minute, tripled monthly active users, and captured 17-20% of Indonesia's population.
Enhanced User Experience: Time spent on the app increased sevenfold due to compelling content and personalized recommendations.
Subscription Growth: Telco bundling packages boosted the subscription conversion rate by 7X.

Key Takeaways:
In-Depth Market Research: Understanding the nuances of the Indonesian market was crucial to the campaign's success.
Authenticity & Relevance: Connecting with the target audience through relatable messaging and genuine partnerships fostered trust and engagement.
Digital-First Approach: Leveraging popular platforms like YouTube and TikTok maximized reach and impact.
Data-Driven Optimization: SEM utilized data to track performance, optimize campaigns, and drive continuous improvement.

Conclusion:
The "Viu is You" campaign exemplifies how a well-crafted marketing strategy, tailored to a specific market, can achieve exceptional results. By combining creativity, data-driven insights, and a deep understanding of consumer behavior, SEM helped Viu establish a strong presence in the Indonesian market and achieve significant business growth."

No clue what your game plan is? Don't sweat it! Kick back, take a breather, let StratEdgeMarketing take the reins and work our magic! :)