KOPI KENANGAN HARMANAS
Know The Event
Kopi Kenangan Fresh celebrated its 6th Anniversary with the theme ‘6th HARMANAS (HARI MANTAN NASIONAL’ by collaborating with the CEO, Edward Tirtanata and Basboi.
Both the CEO and Basboi participated by serving KOPI KENANGAN MANTAN to the audiences at Kota Kasablanka Outlet with limited quota.
Overview of the Campaign
Kopi Kenangan Fresh celebrated its 6th Anniversary with the theme ‘6th HARMANAS (HARI MANTAN NASIONAL’ by collaborating with the CEO, Edward Tirtanata and Basboi. Both the CEO and Basboi participated by serving KOPI KENANGAN MANTAN to the audiences at Kota Kasablanka Outlet with limited quota.
Goals and Objectives
Increase awareness about the HARMANAS event and its unique “U Da Best” theme among the target audience.
Encourage foot traffic to Kopi Kenangan stores
Establish emotional connections with the audience by sharing relatable stories and experiences related to HARMANAS celebrations, strengthening brand loyalty.
Key Opinion Leaders
34 KOLS and 5 medias are recruited for this campaign.
- All Key Opinion Leaders (KOLs) adhered to the given brief and submitted their deliverables on time as planned.
- The top-performing Media/Publisher on IG Reels is Lambe Turah, amassing 11,762 total engagements and 1,023,968 impressions—likely attributed to their extensive follower base, making it easier for them to garner high engagement.
- In the realm of KOLs on IG Reels, Rahadian Faqih stands out with a total of 66,099 impressions, leveraging a comedic concept in his video to attract a larger audience.
- Switching to TikTok, the most viewed video comes from Abenk, boasting 9,500,000 views and an impressive 6.26% engagement rate.
Metrics & KPI
Number of views
Number of impressions
Number of engagement
Number of likes
Percentage of engagement rate (ER)
The influencer marketing strategy for this campaign focuses on aligning content with influencers’ daily activities, ensuring a match between their personas and the campaign message, utilizing diverse platforms, maintaining message consistency, and prioritizing genuine engagement over follower count.
- Content is measured and tracked through all the platform’s built-in tools.
This campaign utilizes 3 platforms, Instagram, YouTube and TikTok. Each influencer is assigned deliverables and objectives according their niche.
- Event attendance
- Event coverage
- Instagram Feed
- Instagram Reels
- Youtube Short
Insight And Learnings
All Key Opinion Leaders (KOLs) complied with the provided brief, delivering their content promptly. Lambe Turah emerged as the most successful Media/Publisher on IG Reels, achieving substantial engagement and impressions, likely owing to their extensive follower base, facilitating increased engagement. Meanwhile, Rahadian Faqih, the top-performing KOL on IG Reels, garnered significant impressions by infusing humor into his concept, thereby boosting audience engagement. Shifting to TikTok, Abenk’s video claimed the highest viewership, amassing a considerable number of views accompanied by a noteworthy engagement rate.
In conclusion, the implemented strategy for the HARMANAS U Da Best campaign has proven highly successful in achieving its objectives. The incorporation of corporate partnerships with Kopi Kenangan’s CEO, Edward Tirtanata, and Basboi, coupled with influencer marketing, has significantly expanded the campaign’s reach and brought diverse perspectives to the forefront. The influencers’ authentic sharing of personal anecdotes has established a genuine and relatable connection with the audience, fostering positive sentiment and emotional engagement.