In line with YouTube's mission "To give everyone a voice and show them the world", YouTube Indonesia proudly released the first local Brand campaign on Kartini Day (Indonesia's version of International Women's Day) to celebrate the monumental day and elevate brand love among Gen Z females in Indonesia.
#SeribuKartini campaign embodies this spirit through a tiered ecosystem of content where five Hero Creators' stories inspires tenfold more, creating a ripple effect that ensures true representation and amplifies the voices of all women. #SeribuKartini generated a total of 2.19 million positive engagements across paid media, social media campaigns, and on-ground events.
Film, Storytelling, Editorial
Docuseries Trailer
Five curated YouTube-first creators
Our approach captures the diversity of ID - creators large & small, urban & rural, west & east with topics from health to beauty.
In this video mini-documentary series, we accompany our creators as they delve into their thought processes and actions regarding a pivotal choice in their lives. We depict their current life situations, YouTube creator journey and capture moments of their decision-making process.
Social Amplification
Drive traffic to the main video with creator-led content. This helps to create a second beat outside of the content clutter of Kartini Day itself, where we foresee a lot of other Kartini-centric content to be created.
Teaser
ICYMI
Q&A
#DearMbakKartini
Trend seeding to highlight uplifting stories of Indonesian women. Sharing their life choices that are related to the things that RA Kartini fought for with everyday Kartinis using a Swifties-inspired hashtag. A celebration of Indonesian women's empowerment, showcasing their diversity and achievements across various walks of life.
At the launch event, Arih Lystia, hero creator with disability connected with the Minister of Social Affairs, who was moved by her story and agreed to fund a bionic arm and relocate her closer to a medical facility for treatment. Article here