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Tokopedia - #MulaiAjaDulu
Studio 1212 was appointed to create a digital activation to support 2 phases of Tokopedia's 2018 #MulaiAjaDulu campaign, a long-year campaign divided into 3 phases that aims to encourage everyone to start working on their new year's resolution that begins at Tokopedia as a marketplace.
Studio 1212 created the activation’s concept, storylines and produced a 10 part video-series featuring Tokopedia's social media influencers.The digital activation integrated the influencer’s social media and Tokopedia's Youtube channel to convey the #GakAdaAlasan and #KebutResolusiLo phase message.
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Studio 1212 worked closely with each influencer to create connecting storylines that retained their unique identity while delivering the campaign message. Each story encouraged influencers to genuinely share or learn a new skill, creating an authentic viewing experience for the audience.
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In order to avoid hard-selling, a seamless product insertion is done. Products were inserted in a form of a surprise gift at #GakAdaAlasan to aid individuals in scraping their excuses and start pursuing their goals. While products in #KebutResolusiLo can be natively found throughout the video so individuals can speed up the process of achieving their goals.