Bukalapak: Creative Economy Heroes

This case study describes how online marketplace, Bukalapak, used a multichannel approach to persuade small- and medium-sized businesses to use its platform in Indonesia.

Campaign details

Brand: BukalapakBrand Owner: IndependentLead Agency: Ogilvy Public Relations, J. Walter ThompsonContributing Agencies: Millward Brown, Kadence, Deka Research, ReKreasiCountry: IndonesiaIndustries: Online retailMedia Channels: Content marketing, Events & experiential, Online display, Online video, Print - general, Public relations, Radio, Search marketing, Social media,Budget: 3 - 5 million

Executive summary

Sellers were the key factor for success in the Indonesian online marketplace. They were the focus for all communications in the sector. Over time, Bukalapak had developed a growing number of sellers. However, they had started...

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