The Challenge
A massive boycott and a wave of negative sentiment, driven by misconceptions about foreign ownership and support.
The Strategy
We spotlighted a loyal veteran employee, Bu Yanti, to prove the brand’s 100% Indonesian core, shifting the conversation from global politics to local pride.
The Achievement
Silenced the noise. Sentiment flipped to 82% positive with a top-performing DVC, reclaiming the “100% Murni, 100% Indonesia” badge. The client aired it not only on social but as a TVC.
82%
Positive sentiment after the campaign
TVC
A social-first DVC the client took to television
100%
Murni. 100% Indonesia. Badge reclaimed.
