Creative Execution

- Developed a series of Instagram stories templates based on the top 5 challenging situations gathered (that also aligned with the cups packaging design) - Using vertical video-series on first-POV, we provided the most-usual to the most-annoying questions in different Ramadan moments, encouraging Indonesians to answer and interact with the brand. Indonesians were asked to take a screenshot of the IG story, fill in the blanks, and post it on their own accounts.

- 14% sales uplift vs the forecast - Above average engagement rate of 7.2% (vs benchmark of 5.4%) - 2,764 submissions received (vs target of 500) - 9,921 new followers generated (vs target of 8,500)

Insights gathered: - July (Ramadan month) saw the massive growth of Instagram usage in Indonesia - making it a suitable platform to create social engagement activities. - Ramadan conversations 2 weeks before fasting and 2 weeks after Eid celebration were dominated by family, food & beverage topics. - People in transition face a lot of difficulties during Ramadan. Lion & Lion unearthed the top 5 situations via a robust social media audit and a series of consumer interviews: 1. Dealing with annoying friend or bosses 2. Getting a lot of personal questions 3. Encountering exes or enemies 4. Bringing a partner to homecoming for the first time 5. Cannot find the location of reunion and being stuck in traffic Digital Way In: Moment hijacking via content on the right platforms