Jokowi-JK Presidential Campaign: The story of Jokowi's impromptu walkabout campaign

This case study describes how Joko 'Jokowi' Widodo DK, a presidential candidate in Indonesia, used social media to win public appeal and, finally, the presidency.

Jokowi-JK Presidential Campaign: The story of Jokowi's impromptu walkabout campaign

Yoga Adhitrisna, Satriyo Wibowo and Eko Harsoselanto

Campaign details

Brand Owner: Jokowimania (Jo-Man)Lead agency: Berakar KomunikasiBrand: Jokowi-JK Presidential CampaignCountry: IndonesiaIndustry: Charities and voluntary organisations; Government, social policy; Political organisationsMedia: Earned media, buzz; Internet – general; Social media; Word of mouth, advocacy Budget: Up to 500k

Market background and cultural context

Indonesians have only recently entered a new era of democracy after 32 years of dictatorship. Most people never openly disclosed their personal political stances; tend to state...

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