Who doesn’t know Samyang, the famous spicy Korean instant noodle brand that has captured the hearts of spice lovers in Indonesia? Maintaining popularity and strengthening the brand's presence in a competitive market isn’t an easy task, and that’s why Samyang Foods Indonesia needed a comprehensive approach for the Petak (Umpet) Samyang campaign.
This campaign was a result of a collaborative effort between Sunrise Digital Marketing, Interface—a business unit under F4Elements specialising in event activation, and Reflex, the Bandung-based F4Elements business unit managing day-to-day activities on-site.
Sunrise was responsible for supporting the digital strategy and online engagement, while Interface led the overall campaign concept and project management for Petak (Umpet) Samyang. Together, they successfully combined online and offline activities to raise brand awareness and drive sales at HERO Paskal, Bandung, for three months.
Collaborative Efforts: Bringing the “Petak (Umpet) Samyang” Campaign to Life
The Petak (Umpet) Samyang campaign was not just about promoting products—it aimed to create an engaging experience that connected audiences from the digital world to an on-ground event activation.
Interface, as the lead business unit, developed the main concept and handled project management, while Reflex managed day-to-day on-site activities.
Sunrise Digital Marketing complemented this by designing and executing a well-rounded digital campaign strategy to ensure that the message reached the target audience—Gen-Z and Millennials who are highly active on social media.
Here’s how the collaboration was executed:
Interface’s Role: Interface played a key role in planning and managing the event activation at HERO Paskal.
They were responsible for developing the main concept and coordinating with all involved teams, including managing logistics, vendor relations, and overseeing the execution of the on-ground activities.
Reflex’s Contribution: Reflex, being based in Bandung, supported Interface by handling the day-to-day activities at the activation site.
This included managing visitor interactions, overseeing the cooking experience sessions, and ensuring smooth operations during the event’s three-month period.
Sunrise Digital Marketing’s Support: Sunrise focused on building and executing a strong digital presence for the campaign.
This included Instagram content planning and production, digital activation (UGC—User Generated Content) that linked online audiences to offline activation, and running targeted paid ads to drive reach and engagement.
Turning Challenges into Opportunities: Making Samyang Stand Out with Digital Content Creation
One of the main challenges was coordinating between multiple teams to ensure seamless execution across both online and offline channels. Additionally, HERO Paskal aimed to not only raise brand awareness but also see a direct impact on in-store sales of Samyang products.
To address these challenges, the teams collaborated closely, with Sunrise implementing several digital strategies to complement Interface’s on-ground activities:
Instagram Content Planning & Production: Sunrise crafted content that aligned with Interface’s on-site activation plan, ensuring that social media posts featured key highlights from the event and drove more traffic to the offline location.
User Generated Content (UGC) Activation: To connect digital followers to the event, Sunrise launched a UGC campaign that encouraged followers to create their own content at the event, making them a part of the Petak (Umpet) Samyang experience. This not only boosted engagement online but also brought more visitors to HERO Paskal.
Paid Ads Strategy & Execution: Sunrise executed a paid ads campaign with two main objectives: increasing reach and driving engagement. This ensured that the campaign reached a broad audience, creating awareness and encouraging more interactions on Samyang’s Instagram page.
By combining the strengths of each business unit—Interface’s project management, Reflex’s on-site support, and Sunrise’s digital strategy—the campaign ran smoothly and achieved its objectives.
Results & Impact: Samyang Takes the Spotlight
The Petak (Umpet) Samyang campaign was a major success, thanks to the collaborative efforts of all three business units. Here are some of the key outcomes:
Significant Increase in Brand Awareness: The digital activities reached thousands of people on Instagram, creating buzz and drawing attention to the event at HERO Paskal.
Higher Sales of Samyang Products at HERO Paskal: The combined strategies implemented by the team resulted in a noticeable increase in sales during the campaign period.
Positive Audience Feedback: Many audiences engaged on Instagram, expressing excitement and requesting that the Petak (Umpet) Samyang event be held in other cities. This positive response shows the campaign’s success in creating strong engagement and brand loyalty.
With these results, it’s clear that Petak (Umpet) Samyang will continue to expand in the future, potentially with a larger scale and more cities involved!
Why Choose Sunrise Digital Marketing for Your Campaign?
Sunrise Digital Marketing excels in executing digital campaigns that seamlessly integrate with offline activations. Here’s what makes Sunrise stand out:
Ability to Collaborate Across Multiple Teams: We work effectively with different business units and partners, ensuring that digital strategies align perfectly with on-ground activations.
Quick Execution, Even with Minimal Briefs: Our team can quickly grasp clients’ needs and execute ideas efficiently, even with minimal briefing.
High Flexibility: Sunrise is flexible in collaboration, capable of exploring creative ideas outside the box while still adhering to brand guidelines.
Creativity That Stands Out: We always deliver fresh and innovative concepts that make every campaign feel unique and engaging.
With experience and creativity, Sunrise Digital Marketing is your go-to partner for combining digital strategy with impactful offline experiences.
Ready to take your digital campaigns to the next level? Contact Sunrise Digital Marketing today to see how we can help you create campaigns that increase brand awareness, drive engagement, and achieve your business goals!