Case Study: 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 "XX 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 "XX," 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 "XX is You" Campaign:
Based on these insights, SEM developed the "XX is You" campaign, designed to resonate with Indonesian consumers' desire for self-expression and authentic brand experiences.
Core Brand Values: The campaign centered around XX'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: XX 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 "XX 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 "XX 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 XX 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! :)