Creative Execution

1.We leveraged on the World Cup Fever, Indonesian love for soccer, and the Indonesian affinity towards KOLs. 1. Handpicked KOLs matched with tailor-fit matches, questions, and search queries to drive Indonesian curiosity. Carefully handpicked 13 influencers who were tasked to creatively use IG stories. Each KOL was assigned to create hype about a specific match and question. The question is linked to a specific search query that we want to drive. KOL NAME Miauw Afif Yulistian Dyland Pros MATCH AS Roma vs Juventus (13 May) QUESTION/CHALLENGE Who makes the first goal? SEARCH QUERY as roma vs juventus KOL NAME Patricia Gouw Kyra Nayda Alika Islamadina MATCH Lazio vs Inter Milan (21 May) QUESTION/CHALLENGE Which team will take more shots on the goal? SEARCH QUERY lazio vs inter milan 2018 KOL NAME Bang Pen Darius Dhino Haryoo MATCH Champions League Final 2018 (27 May) QUESTION/CHALLENGE Guess the Champions League champ! SEARCH QUERY jadwal final champions league 2018 KOL NAME Beby Tsabina Devano Aaliyah Massaid MATCH Russia vs Saudi Arabia (14 June) - World Cup QUESTION/CHALLENGE Which team got most ball possessions? SEARCH QUERY russia vs saudi arabia KOL NAME MiawAug Jess No Limit Ekooju MATCH Portugal VS Spain 2018 (16 June) - World Cup QUESTION/CHALLENGE Which team fouls the most? SEARCH QUERY portugal vs spain 2.Audience Grabbing Creatives - GIPHY stickers We created GIF stickers that were used by KOLs and Indonesian World Cup fans. They celebrated each win, mourned the loss, and participated in the World Cup Fever by using the GIFs in their IG stories content

Reached more than 207.8 M Indonesians ​and a total of 9.6M views IG Stories ● 285% Achievement of the Instagram Stories Swipe-Up KPI. Delivered 79,839 IG swipe up numbers vs KPI of 28,000 ● Achieved 79% reduction of the cost per daily active user (DAU)- $1.01 vs the benchmark of USD$5.00 ​by delivering 2​ 7,480 DAU ● Our hashtag #TauBolaDenganGoogle was used 4,053 times ​and we got 207,8M potential reach​ on Instagram, Facebook & Twitter ● GIPHY stickers have been viewed by 77M times ● All influencers had 10,75% average ER​ on Instagram

A data-driven approach to identifying insights and defining campaign direction: ● Indonesians love soccer - with more than 4M conversations on social media talking about the game. ● More than half of the mentions are driven by users mentioning that they stream football matches online and expressing frustration that online streaming and TV do not broadcast some matches and some live streaming websites have copyright issues, leading to an incomplete viewing experience. ● Indonesians love influencers with 70% teenage YouTube followers saying they relate to YouTubers more than traditional celebrities. 60% fashion and beauty purchase decisions were influenced by blogs/vlogs. ● Indonesians love Instagram Stories. In 2017, Indonesia is the #1 country in the world in terms of Instagram usage and #2 in the world in terms of IG stories content consumption. Where most apps strive to increase daily app usage with performance media, we decided together with Google to use data from Indonesian search results to develop content that will emotionally connect with tech-savvy Indonesians. We leveraged on the World Cup Fever, Indonesian love for soccer, the Indonesian affinity towards KOLs, and Indonesian love for IG stories. ​The campaign was designed to satisfy the Indonesian hunger for world cup related content and feed their desire to be always in the know.