UC Browser intended to increase its awareness that is measured by numeric metrics; mobile app usage, app traffic, and third party channel distribution. To achieve such ambitious goal, knowing psychographic of Indonesian digital audience is inevitable.
Our first method is gathering data about digital platform behavior and analyze the spiking trend. The rising gossip and whistleblower accounts on social medias were on its peak, which led us to one conclusion: the majority of Indonesian people loved exclusive candid report of someone celebrities’ lives. At that time, Rina Nose was talk of the town for her decision to wear off the hijab.
Public demanded clarification, we were ready to supply what they wanted. Exclusive clarification was executed through interview series between Rina Nose and Deddy Corbuzier. The videos were launched on UC Browser app, and so were distributed across social media channels.
As if 10 million Youtube views is not enough, earned media was gathered, reaching up million pairs of eyes across the nation from conventional medias.