Aulia F, Beata Ayu, Maharani Anindita, Nadia Anzai

DID YOU KNOW?

WHAT YOU THOUGHT YOU KNEW

WHAT WE ARE NOT AWARE OF

The workers receive a very low wage ranging

Homeowners are not aware that a small

from 15.000 100.000 per day.

appreciation towards the tukang bangunan

can help motivate and incentivize them to

The workers age ranges from the tender age of

project a better working performance.

18 years old to a more senior age of 40 years

old.

Homeowners do not feel the need to build a

good interpersonal relationship with their

Some of the younger construction workers are

forced to leave their villages to work and sustain
their families because they only live from paddy
field business.

tukang bangunan.

WHAT WE AIM FOR

Increase awareness of the homeowners to pay more attention and show more
appreciation towards tukang bangunan.

Improve shareholder confidence by investing in PT. Semen Indonesia.

Fos

WHO ARE WE TARGETING?

Age Range: 20 years old - 55 years
old

Situation: families and homeowners

currently renovating or building a

house.

Economic Status: Middle - Upper

Demographic: people living in

Social Economic Class

DKI Jakarta region

STRATEGY
Foster the value of appreciation towards tukang bangunan.

Get the involvement of campaign ambassadors to

persuade stakeholders by showing their appreciation

through their actions.

Use traditional media and online media to rally stakeholders
by engaging and being a part of the campaign (stakeholder

involvement).

PIKUL PAKUL
Pikul:Memikul
Pakul:Para Kuli PaKul
Memikul Beban, Membangun Harapan

CAMPAIGN ACTIVITIES
INSTAGRAM

KERENG

PHOTO
COMPETITION

AUDIENCE ENGAGEMENT
THROUGH SOCIAL MEDIA

MEDIA
OUTLOOK

CAMPAIGN ACTIVITIES
KERENG : KERJA BARENG
Implementation of where stakeholders get involved with home renovation and
building alongside appreciation towards tukang bangunan.

Home owners will work with tukang bangunan for a day to build or renovate
their houses. Equip with free product from PT Semen Indonesia 3 cement

sacks.
Target Audience: homeowners who are currently building or renovating a house. Choose 10
homeowners who will become the participants. Age: 27-55 years od

CAMPAIGN ACTIVITIES
INSTAGRAM PHOTO COMPETITION
Getting stakeholder and other audiences involvement.

The participant post the photo using hashtag #PikulPakul #SemangatPakul

and create creative caption.
Pick the best photo as winner each week. The winners will receive a

merchandise and toolbox.

The aim to for the audience to take selfies with the tukang bangunan and the
creativity of the captions will determine the monthly winners.
Target Audience: the younger target (20 - 30 year olds) and technologically savvy.

CAMPAIGN ACTIVITIES
AUDIENCE ENGAGEMENT THROUGH NEW MEDIA

Develop a website exclusively for the

campaign.
Postings from social medias are directed
towards the website as well.
Kereng Activity progress are posted on the
website.
Instagram competition winners are
announced in this platform.

CAMPAIGN ACTIVITIES
AUDIENCE ENGAGEMENT THROUGH NEW MEDIA

Integrate between
Instagram and
Facebook by
uploading photos of
our campaign
ambassador every
three days.
Measure the
involvement of
stakeholders through
comments and likes.

Same activities
in Facebook

Where audience
post their
pictures for the
competition.

Use short,
interesting
tweets and
increase
frequency of
campaign
exposure.

Upload pictures
during the
activity
Kereng

Upload teaser for

activities and final
video of web
documentary.

CAMPAIGN ACTIVITIES
MEDIA OUTLOOK
Publications

Advertisement
Paid Editorial

WHERE WE ARE GOING

Kereng Activity

Instagram Photo
Competition

Open & Close

Registration

1 Winner / week

Scouting for house

participation

Final Recap of
Kereng video
processing

Dec

Jan

Feb

Mar

Launching
Kereng Video Result
Social Media
Engagement
Campaign
Measurement
continues

Apr

Pre-Production
Approach Ambassador
& Production House
Live Launch Website,
Social Media, Print
Publication, New
Media, Open
Registration

Kereng House
Visits

Instagram Photo
Competition

Begin Instagram
teaser

1 Winner / week

2 house visits per

week

Final Recap of
Kereng video
processing

May

BUDGETING
Ambassadors

Darius Sinathrya
Dona Agnesia

IDR 150.000.000,-

Transportation

Operational

Consumption

IDR 83.075.000,-

Merchandise
Prize

Production
Costs

Video Production

IDR 100.000.000,-

BUDGETING
Paid Media

TVC
Youtube Ad
Print Ad

IDR 515.000.000,-

Practitioners
Fee

IDR 120.000.000,-

Contingency
Fee

IDR 31.925.000,-

GRAND TOTAL COST

IDR 1.000.000.000,-

ALL THIS SHALL LEAD UP TO

CAMPAIGN
IMPRESSIONS

SOCIAL MEDIA
ENGAGEMENT

VIDEO
TRAFFIC

TOTAL
AUDIENCE
ENGAGEMENT

ALL THIS SHALL LEAD UP TO

CAMPAIGN
IMPRESSIONS

1 million impression

ALL THIS SHALL LEAD UP TO

VIDEO TRAFFIC
Youtube Analytics
Youtube Viewers: 5,000 viewers
for both teaser & final video.

ALL THIS SHALL LEAD UP TO

SOCIAL MEDIA ENGAGEMENT

1000 page likes

Retweets: 20
RTs/Tweets

Likes: 100 / photos

Followers: 1000

Followers: 1000

Hashtag: 1 hashtag =
50 search results

Hashtag: 1 hashtag =
200 search results

Viewers: 5,000
within one month
Likes: 20 - 50

Participants: 200 within

2 months (25 per week)

ALL THIS SHALL LEAD UP TO

TOTAL AUDIENCE ENGAGEMENT
Measurement Based On
Activity Participants Of
Kereng Activity (both participants and those who registered)
Instagram Photo Competition

THANK
YOU