kartini daY 

HOW TO create a CULTURE-SHAPING conversation led by influencers?

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Google

PR and Influencer Campaign

Category

Campaign

Industry

Technology

THE CLIENT

Google aims to foster brand affinity among Indonesians through Kartini Day, celebrating women's empowerment and leadership. The initiative seeks to resonate culturally and strengthen Google's connection with Indonesian audiences. 

TL;DR

Together with Google, we crafted a narrative to inspire women in Indonesia to pursue opportunities in higher education. The campaign sparked conversations, encouraging exploration of personal growth. 

The PR Kit

MISSION

Reshaping Age-old biases & thinking

Google's Kartini Day campaign sheds light on societal barriers holding women back, this time zeroing in on education. The initiative aims to ignite conversations around breaking age-old biases and empowering women to shatter the glass ceiling. 

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SUPERSON SOLUTION

fast-trackED collaboration

Seasoned local & global specialists collaborating closely with the client resulted in a fast and seamless campaign, executed in under two months.  

DREAM TEAM

CULTURE INSIGHTS AND SENIOR TALENT

Given the tight timelines and budget constraints, we needed a highly experienced team that could think ahead and deliver top-notch advice on the best approach. Strong cultural insight was key as well to be able to navigate the sensibilities of a potentially tricky topic.

PROCESS

FOCUSED AS ONE

Working closely with Google’s core team, we created the approach and concept in our creative working sessions with valuable insights and feedback from the local specialists and our target audience, all the while keeping clear focus on budgets and timelines ensuring the project stayed on track despite tight deadlines before Kartini Day.

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    Jussi Solja, Copywriter Norway
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THE SUPERSTARS

Adyasa Devindra, Indonesian Copywriter
I-van Policarpo, Creative Lead, Copywriter
⁠Lilia Ng, Producer & Client Partner
Rudino Kassim, Graphic Designer
TINTA, Print Production Partner
The Social Arm, Social & Influencer Strategy

THE OUTCOME

Empowering women's voices for kartini day

Together, we crafted a compelling story narrative designed to spark the behavior we want to inspire in our audience. From this foundation, we built PR Kits and influencer briefings, packed with storylines and talking points to amplify. 

In just days, our curated list of micro and celebrity influencers began creating content leading up to Kartini Day—sparking women from all ages and walks of life to share their powerful stories, the challenges they've overcome, and those they're ready to conquer.

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THE RESULTS

SPARKING A MOVEMENT

The campaign not only accumulated over 34 million views and 400 000+ likes but it also ignited a prominent conversation around female education in honor of Kartini Day in Indonesia. The impact was widespread, resonating with millions and elevating the discourse on women's empowerment. 

34m

Views

400k

Likes

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Hello, future

Client :)

Let's Talk!