Okidoki is the fast-fashion dollar sub-business unit of PT. Trans Retail Indonesia. It focuses on millenials, offering quality products (ranging from fashion accessories, household appliances to electronic products) at affordable prices.

Launched in October 2019, we were tasked with assisting the Okidoki team with establishing brand awareness, and associating primarily the term “cute” to Okidoki’s brand. To do so, we initially came up with 2 videos which were launched on Okidoki’s social media channels prior to the first store opening. These videos would be then be displayed in-store at all locations as well.

The above 2 videos were used to promote brand awareness of Okidoki’s offerings towards Okidoki’s target market – young female millenials. A survey was conducted post Grand Opening for Transmart Cibubur, and found that 37.5% customers have primarily associated the term “Cute” to Okidoki, achieving our target association through the videos.

Furthermore, we provided coverage for 2 Okidoki Grand Openings – Transmart Cibubur and Transpark Bintaro. These videos featured two key elements for Okidoki’s Grand Opening – a big crowd and the presence of Indonesian influencers.

These videos were uploaded onto Okidoki’s website and social media channels, aiming to entice customers to attend future Grand Openings where they could catch and interact with influencers and enjoy up to 70% discount on Okidoki products. In addition, we created content for Okidoki by featuring influencers in a “3 Favourite Okidoki Products” video, advertising Okidoki’s collection to their followers.

These influencers were identified and chosen as their core followers matched our target market, further strengthening our brand awareness and association. Featured products were given further discounts in future promotions.

Instagram stickers were also created to raise awareness for Okidoki, uploaded via Giphy.

By 1st Jan 2020, a total of 14 Okidoki gifs were uploaded, totalling over 7.08 million views. 28% of these gifs contributed to 1m views each. These gifs all carry #okidoki hashtags, along with other key tags like “cute” and the Indonesian equivalent “kewt”. The public gifs helped contribute to establishing Okidoki’s brand presence further when used by customers.