Google's Ini Ramadan Kita campaign won gold in Data/Insight at The Drum Awards for Marketing APAC, spotlighting Indonesian subcultures with Nasida Ria and JKT48, generating 426K comments, 30M views, and 1K user-generated videos.
In Ramadan 2024 in Indonesia, we’re launching Ini Ramadan Kita (This is Our Ramadan) as a social-first campaign that highlights emerging subcultures during Ramadan with Google Search. Building on last year’s success, we’re bringing our beloved Indonesian qasidah band “Nasida Ria” to our users again. Plus, a big surprise! This time, Nasida Ria joins forces with JKT48 in an unexpected collab, reflecting Ramadan's spirit: tradition meets emerging subculture.
This sparked organically 426K accumulated comments and shares and +30M views. It also triggered ~1K organic video creations across social media like lyric video, guitar/bass version, drum version, and even dance routine from our song and music video!
From insights to execution, this campaign is driven by social media insights! Based on social listening and Google Trends, we were able to identify emerging subcultures and communities within Indonesia, whether it is Calisthenics, Tufting, Board games, etc. Evolving subcultures constantly lead to new questions. During Ramadan this year, people still find ways to do things they enjoy within these subcultures. For example, if someone is into working out, they can still find a way to do it in Ramadan. Even if it means adjusting their routine, that leads to adjusting their question.
Google helps you find a way to make traditions of Ramadan go hand in hand with the evolving Ramadan subcultures. By highlighting these subcultures, we believe that users will discover ways to celebrate Ramadan. By prioritizing social-first execution, we used music as our driving force, and allowed the artists to stay authentic with their contents.
We created a buzzworthy MV, #IniRamadanKita, featuring a unique collab between iconic local band Nasida Ria and the massively popular JKT48 (surpassing even BTS/Blackpink in local searches). The MV strategically showcased 6 trending subcultures (Calisthenics, Idol look make-up, Tufting, Takjil hunting, Board games, and Otaku fanbase). We carefully incorporated relevant search queries for each subculture respectively.
The campaign's popularity and virality shattered all our expectations. Within the first week, the campaign organically surpassed all our success metrics, generating double the conversations of last year's success. The comments are overwhelmingly positive, demonstrating a high level of appreciation for this unexpected collaboration.
An organic fan-made teaser featuring JKT48 dancing during our shooting set ignited widespread curiosity about a new Ramadan project. (We even capitalized on this buzz by commenting with our official MV link after launch!)
The music video inspired widespread user-generated content creation, including the music lovers: memes, lyric video, instrument covers (drum version), and dance routine. We got over 1K of user-generated content across TikTok and Instagram. The music and audio are used by the subcultures we targeted in the lyrics for their Ramadan Core 2024 (new TikTok term)! From hunting takjil (food for breakfasting) to working out.
The Search Trends highlighting different subcultures, features, and the campaign was well received where it saw a 72% increase in total coverage compared to last year, with more than double the coverage on broadcast. In fact, it was the top 5 new cycles in Indonesia for the first quarter this year.
The excitement also translated to the media’s social accounts where we saw a 118% increase in coverage on media/news’s social accounts compared to last year; with more than 11.8M estimated total organic impressions from 140 media/news’s social accounts with a total following of 90.3M across TikTok, Instagram, X, YouTube, and Facebook. Even newly elected ID president Prabowo’s cat IG account shared an IG Reel using our MV audio. A major LCS client in Indonesia expressed interest in booking roadblock on Nasida Ria & JKT48 channel thanks to the popularity of the MV. If implemented, this could have a direct impact on our revenue stream organically.