Klingking Fun: When Retailers Celebrate Democracy
A nationwide campaign highlighting 800+ brands via Pesta Diskon, a lively mall-based discount festival to celebrate Indonesia election.

by Jibril M.

What's my role?
As the Marketing Lead for the KlingkingFun project, I orchestrated a nationwide campaign to promote 800+ brands in a mall-based initiative, managing the largest marketing budget I’ve handled—IDR 200 million. With less than one month to execute, I collaborated with key retail ecosystem players, including HIPPINDO, APINDO, and AP3MI, alongside content creators and media partners, to drive brand visibility, boost mall traffic, and enhance campaign credibility through a high-intensity, multi-channel approach.
What are the goals?
  • Brand Reach: Amplify visibility for 800+ brands across a nationwide audience.
  • Foot Traffic: Increase mall traffic within a tight one-month timeline.
  • Media Presence: Secure media mentions to establish campaign credibility.
  • Ecosystem Engagement: Foster collaboration with retail associations to ensure cohesive execution.
What are the challenges?
  • Executing a nationwide campaign with a constrained timeline of less than one month.
  • Managing a record-breaking IDR 200 million budget while ensuring cost-effective outcomes.
  • Coordinating diverse stakeholders for a unified message.
  • Differentiating the campaign in a saturated retail market to drive measurable traffic.
What are the solutions?
  • Rapid Multi-Channel Content: Rolled out cohesive campaigns across Instagram, Facebook, YouTube, and out-of-home (OOH) advertising to maximize nationwide reach.
  • Strategic Partnerships: Leveraged collaborations with HIPPINDO, APINDO, and AP3MI to align retail ecosystem support and amplify impact.
  • Targeted PR Push: Secured media mentions through fast-tracked partnerships with national outlets to build credibility.
  • In-Mall Activations: Designed interactive experiences to engage visitors and boost foot traffic under time constraints.
  • Real-Time Optimization: Monitored performance metrics to make agile adjustments, ensuring budget efficiency.
How's the result?
  • Traffic Surge: Increased mall traffic by 50% nationwide, meeting goals despite the one-month timeline.
  • Media Impact: Secured 100+ media mentions, reinforcing campaign trust and reach.
  • Budget Efficiency: Maximized the budget, delivering high ROI through strategic allocation.
Lessons learned
  • Time Constraints: Tight timelines demand ruthless prioritization and agile execution to succeed.
  • Big Budgets: Large budgets require meticulous planning to avoid overspending while scaling impact.
  • Ecosystem Collaboration: Partnerships with groups like HIPPINDO, APINDO, and AP3MI streamline nationwide efforts but need clear communication.
  • Nationwide Scale: Broad campaigns benefit from localized tweaks to resonate with diverse audiences.
  • Speed vs. Quality: Balancing rapid deployment with high-quality output is critical in time-sensitive, high-stakes projects.
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