Campaign details

Brand: Bukalapak
Brand owner: PT.
Lead agency: Ogilvy PR Jakarta
Contributing agencies: J. Walter Thompson Jakarta
Country: Indonesia
Industries: Online retail
Media channels: Events & experiential, Online video, Public relations, Search marketing
Budget: 3 - 5 million

Executive summary

Bukalapak is an Indonesian home-grown Amazon-style e-commerce site, founded by a young local entrepreneur who went bankrupt with his first business – a noodle cart. He went on to establish and grow one of the largest online marketplaces in the country. And that soon invited aggressive copycat competitors stealing sellers and market share.

Returning to its roots, Bukalapak committed to a brand purpose that would benefit the heart of the Indonesian economy, through insight into the untapped army of small and medium enterprises (SMEs) struggling to understand the online marketplace.