The NBA (National Basketball Association)—recognized as the world’s premier basketball league—saw Southeast Asia as a region primed for growth, with Indonesia emerging as one of its key markets. With live game broadcasts already accessible in Indonesia, the goal was to deepen engagement by building a stronger, more localized online presence among local fans and offer content that connects beyond the sport itself. But the task was tricky: how do you establish awareness and trust in a new online ecosystem as the official NBA channels in Indonesia? Studio 1212 then responded with a digital and social media strategy that was trend-aware and culturally-tuned, framing basketball not just as a game, but as a lifestyle and shared identity. From die-hard to the casual and curious fans, we designed an approach that welcomed all, through “NBA Indonesia” social media environment that is filled with content rooted in local relevance.

The strategy was translated across multiple platforms, Facebook, Instagram, X (Twitter), and TikTok, each tailored to its environment, algorithm, and user behavior. While core updates on NBA news, player highlights, and game scores remained essential, we enriched the channels with a trend-based approach through original IPs and collaborations with prominent voices from Indonesia’s NBA community. Content ranged from fan debates and hot-topic discussions—framed through formats relevant to Indonesia’s social trends, like video podcasts—to short-form explainers, collector showcases, and lifestyle features. We also launched NBA Fastbreak, a Ramadan campaign that blended the rhythm of the Holy Month with key moments from the League, creating a thematic content series tuned to the season. Over time, NBA Indonesia’s ecosystem evolved into something bigger: a digital presence built on hyperlocal content, influencer-led storytelling, targeted distribution and ad placements, and international collaborations—growing to 4.8 million followers since 2014.