Conveying Powerful Brand Storytelling with Micro Influence: Supermom x Matahari

Short Description

Modern fathers are expected to become much more than bread winners. Realizing this parenting shift, Matahari partnered with Supermom to strengthen the brand’s relevance with modern Indonesian families by spotlighting evolving fatherhood roles.

Through a Father's Day campaign, we activated high impact Key Opinion Mothers (KOMs) to share authentic stories, experiences, and testimonies via UGCs on how Matahari has helped create moments that strengthen the relationship between young fathers and their children, positioning Matahari as a meaningful space that helps nurture deeper family connections.

This initiative strengthens Matahari’s positioning as a fun, family-friendly shopping destination that strengthens familial bonds and stays relevant with the evolution of Indonesia's parenting dynamics.

Objective:

The role of the father has evolved significantly from what it used to be. Young fathers, who felt distant from their fathers before them, wanted to change that with their children. Gone are the days of fathers to become just breadwinners; nowadays, fathers also want to become much more involved in parenting, nurturing, and educating the child.

Realizing this shift in parenting, Matahari seeks to stay relevant with the modern family dynamics by positioning their brand as a relatable partner for modern parents. What they need is powerful brand storytelling that hits the right audience with a message that truly moves them.

Solution:

Leveraging Supermom's proprietary AI-driven smart segmentation, we identified and activated high-impact potential Key Opinion Mothers (KOMs) to deliver a precise and targeted campaign approach that fits Matahari's target audience profile.

Under the guise of Indonesia's Father's Day, we activated these high impact KOMs to capture authentic father & child bonding moments and showcase how Matahari is able to strengthen and enrich that bond with fun, love, and care, while also highlighting Matahari as a family-friendly shopping destination

Campaign Impact:

The Father's Day campaign was a strategic success, achieving its objective of enhancing Matahari's brand affinity by presenting it as a family-friendly shopping destination alongside its measurable performance indicator achievements.

High Audience Reach & Engagement – Achieved 4.8% engagement rate and 24% engagement rate per reach , showcasing high relevance with the brand’s target audience.
Significant Consumer Action – Generated 110,000+ actual actions, reflecting active participation and interaction with the campaign.
Positive Sentiments & Reactions – Received overwhelmingly positive responses, reinforcing Matahari as a family-friendly shopping destination.

By tapping into universal family values and creating emotionally engaging content, the campaign sparked strong audience resonance—evident through highly positive feedback and engagement. Shoppers highlighted the joy of family experiences, reinforcing Matahari’s appeal not only through its wide product assortment and compelling promotions, but also as a brand that connects meaningfully with Indonesian families.