A story on how we get people to talk about a product without talking about the product

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It all began with Bagasi's campaign,#CelebratetheMove.

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During the campaign period, Bagasi had already scheduled ads to be screened at selected cinemas. However, cinema ads alone may not have been sufficient to elevate their brand, so they assigned us to build hype on social media platforms.

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There are many ways to buzz a topic on social media, but let’s pick the seamless way to incite organic participations. How?

1. The wave comes first. We use a momentum to talk about luggage.
2. The product comes last in an elegant way to leave great aftertaste.

Because travelers like to leave a mark on their journey, we crafted a simple prompt to accommodate it:

We designed the buzz to last at least two days on Twitter (or now called X). Thus, we separated them into 3 waves:

1. Inviting the FOMO-starter traveler (a.k.a @aMrazing). We made it look like a genuine tweet to jumpstart a new trend.
2. Tweaking withAuthentic Trendjacking. As the move worth celebrating extends beyond foreign countries, we embrace various interpretations. These witty takes helped sustain the trend organically.
3. The final strike through product promotion from our close-knit KOLs. We waited for the wave peak to smoothly promote the product. And as Bagasi is mainly active on Instagram, we asked the KOLs to reply to their own tweets with Bagasi's Instagram link.

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Here’s how it went!

1. After 4 days, the original post gained: 789k  impressions and 23,7k engagements
2. 267k impressions from 17 orchestrated funny quote tweet and 119k impressions from 3 high-profile accounts who joined organically
3. From all the endorsement posts, Baskara’s (@wordfangs) post peaked and gained131k impressions and 57 conversations.

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Ride the wave wherever it can go! Not just on Twitter. We've made our content format user-friendly to encourage cross-platform sharing.

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In total, Bagasi succeeded to achieve:

• 1,441,489 impressions from KOL
• 120 keyword usage
• +547.3% profile visits on Instagram
• +343.2% followers on Instagram

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And what did they say about us?

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“The best team for collaboration! They exceed expectations from initial meeting to execution. And the results are as amazing as everyone can see!” - Marceline Widjaja, Chief Branding Officer at Bagasi