Beli 2 Gratis 1 / Buy 2 Get 1 is a promotion launched on the last weekend of March 2019, aiming to capture customers’ monthly grocery purchases from competitors upon receiving their salary. In Indonesia, most employees receive their salary on the 28th of every month, and immediately use the upcoming weekend for their monthly grocery purchases.

With B2G1 being a new initiative involving over 5000 products, our digital team were given license to launch a separate digital campaign from the traditional commercial advertising. Our challenge was to achieve promotional awareness similar to TV media, albeit with 10% of their budget.

Each B2G1 promo (or “season” as we call it) follows the above strategy: thematic teasers starting 7 days before the start of the promo, pushing participating products on the days of the promo, and capturing testimonials from our satisfied customers to be played in stores in anticipation for the next promo.

The themes would differ for each Season of B2G1 in order to generate and maintain hype as well as aiming to create virality.

Initially, B2G1 was launched at selected regions as a test-bed. In total, B2G1 was launched for 6 months in 2019, with sales totalling Rp. 114.2M (USD 7.17m), with the highest coming in June 2019 when we launched B2G1 nationwide.

Our aim to perform better than TV commercials were met, as post-promotional surveys conducted at the stores during B2G1 showed that customers’ awareness for B2G1 promo was higher from our Instagram channels and Whatsapp groups than the TV commercials. About 22% of customers picked digital channels (Instagram/Whatsapp) as their primary source of awareness for the promo, as compared to about 15% for TV commercials.

You may find the creative strategy for our digital channels for each season below.