CORPORATE SOCIAL

MEDIA STRATEGY
Multi Bintang Indonesia Corporate Social Media Management 2023
Crafted by Leverate Group | November, 2022

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Disclaimer
This presentation is provided on a strictly private and confidential basis for information purposes only. Without the express prior
written consent of Leverate Media, the presentation and any information contained within it may not be (i) reproduced (in whole or
in part), (ii) copied at any time, (iii) used for any purpose other than approved by Leverate Media or (iv) provided to any other
person, except your employees and advisors with a need to know who are advised of the confidentiality of the information. No
representations or warranties, express or implied are given in, or in respect of, this presentation. In addition, this presentation does
not purport to be all-inclusive or to contain all of the information that may be required to make a full analysis. Leverate Media has
prepared this presentation based on information available to it, including information derived from public sources that have not
been independently verified. This Presentation may contains illustrative returns, projections, estimates and beliefs and similar
information (“Forward Looking Information”). Forward Looking Information is subject to inherent uncertainties and qualifications
and is based on numerous assumptions, in each case whether or not identified in the presentation. Forward Looking Information is
provided for illustrative purposes only and is not intended to serve as a guarantee, an assurance, a prediction or a definitive
statement of fact or probability. Nothing in this presentation should be construed as a profit forecast. Actual events and
circumstances are difficult or impossible to predict and will differ from assumptions.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 1 A GLANCE ABOUT LEVERATE

2 BRIEF RECAP

3 LANDSCAPE OVERVIEW

4 COMMUNICATION STRATEGY

5
TABLE OF
CREATIVE APPROACH

6 SOCIAL MEDIA STRATEGY

CONTENT 7 SOCIAL MEDIA WITH LEVERATE

8 SOCIAL MEDIA PAID ADS

9 TIMELINE, KPI, & COST STRUCTURE

10 TEAM STRUCTURE

11 SUCCESS STORIES

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 01
A GLANCE
ABOUT LEVERATE
Leverate Group Company Profile and The Service we Provide

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 GLOBAL EXPERTISE,
EXECUTED LOCALLY.

LEVERATE MEDIA GROUP

Independent full-service agency, specialized in

developing creative brand communication & media
buying for both digital and conventional channels
with data-driven performance.

Headquarter: Berlin, Germany

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 WE BELIEVE IN COLLABORATION TO
LEVERAGE THE THOUGHT, ELEVATE THE IDEAS AND
ACCELERATE BUSINESS RESULTS

We are compelled to contribute valuable and powerful solutions under 3 service pillars:

COMMUNICATION &
INTEGRATED MEDIA BUYING STRATEGIC PARTNERSHIP
CREATIVE ASSETS

LEVERATE GROUP CLIENT

PORTFOLIO

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
EXPERTISE PILLAR #1

Programmatic
Social Media
Ads
Google Ads YouTube Ads Display &
Mobile Ads Integrated Media
Buying
Influencer
Content
Marketing SEO & ASO
Marketing All round media services with data-driven
(KOL)
performance and optimization. Supported
with top-notch martech stacks such as:

TVC Print Radio OOH

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
EXPERTISE PILLAR #2

Brand Strategic Campaign

Building Comm.
Research
Planning Communication &
Creative Assets
Visual Video Audio
Development Production Recording Brand storytelling with strategic concept and
asset development to communicate the right
message to the right audience through the
right platform.
Social Media Website Website Email
Management Development Maintenance Marketing

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
EXPERTISE PILLAR #3

Marketing Intelligence Programmatic Ad Solutions

Dashboard
Gather all your marketing data and critical metrics within a single Leverateʼs renowned programmatic solutions with robust
viewing dashboard that will help you to analyze accurately and targeting capabilities with telco data, engaging format, and
make informed decisions to determine your marketing strategy. guaranteed price.

Reach over 180M+ profiled users at 15K sites and apps with more
than 39B ad opportunities.
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Agency of The Year 2019 Award:
Independent Agency, Social Media Marketing Agency,
Digital Marketing Agency

Meta Business Partner and Blueprint Certified Agency

Award-Winning & Google Premier Partner

Industry Recognition TikTok Marketing Partner in Southeast Asia

MMA Member & Smarties Pre-Screening Jury 2022

WOW Brand Winner for Best Digital Campaign 2017

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 02
BEFORE WE DIVE IN,
LET’S RECAP OUR BRIEF!
A bit of a background and objective to know where we start

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 BRIEF RECAP
THE BACKGROUND
Multi Bintang Indonesia is the first beer company in Indonesia.
As one of the established companies in Indonesia, Multi
Bintang Indonesia aims to communicate their corporate value
to their stakeholders through impactful contents.

AGENCY SCOPE OF WORK

Leverate Media Asia will provide communication strategy
which will be implemented in creative approach, social media
management strategy & maintenance, digital activation, and
tactical digital paid campaigns.

CAMPAIGN PERIOD
Period of cooperation: 12 Months.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Increase engagement through more fun
and interactive, yet professional approach
1 as MBI is targeting more on Gen Z
MEET audience while maintaining the existing
Gen X - Y segment.

THE OBJECTIVE
What we aim for Multi Bintang Indonesia
social media
Build brand presence towards new audience
and cater more stakeholder to collaborate
2 with MBI, start from as an employee to
business partners

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 03
LANDSCAPE
OVERVIEW
Overview of how the competitors are doing within the industry and
our suggested improvement recommendation

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 OTForYou

Content Topics:
● CSR – Social: Most of their CSR activities are charity
activities, such as blood donation, supporting
orphanages with basic essentials, etc.
● Products-Related: Promotions, product knowledge,
and giveaways, grand launching info.
● Corporate Culture: Employee gathering like in
national holiday, independence day.

Social Media Approach:

● Semi-formal. They communicate politely yet fun.
● Use holistic approach, start from product to
corporate-related.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 AquaLestari

Content Topics:
● Sustainability: Share information about
environmental issues, both through unbranded
(e.g. current issues) and branded (e.g. the brand’s
contribution to environment through CSR)
● Corporate Culture: Content about Aqua activity
with others parties.

Social Media Approach:

● Respectful when speaking with audiences.
● They always try to be clear and straightforward in
delivering their contents.
● Often use human touch in their contents.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Diageo

Content Topics:
● Community Engagement: Show support to
minority and marginalized community, in this
matter is LGBTQ+ community.
● Product-related: promote newly launched product
and its ongoing activities.
● Employee Greeting Speech: give a moment for
employees to voicing their speech.
● Health & Safety: voicing out about human’s
wellbeing, such as menopause and savety ride
after drinking

Social Media Approach:

● Product centric
● Employees’ point of view of work’s environment
and life in general
● Attentive, understanding.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 TheCocaColaCo

Content Topics:
Sustainability: Share current sustainability issues both
through unbranded and branded approach

Social Media Approach:

Emotional Approach, narrate the condition of the world in
every aspects, especially in viability of human and
environment

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 LifeatGojek

Content Topics:
● Employee’s Story Telling: approach audience
through engaging motivational stories of their
employees.
● Self Development: tips & tricks on how to develop
employees individual self in various topics
(work-ethic related)

Social Media Approach:

Motivational tone with storytelling approach. They use
relatable and relevant approach to young audiences.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 “A peek at how we're democratizing and empowering
commerce through technology, for everyone,
everywhere. Find your Purpose at Tokopedia“

Content Topics:
● Employer Branding: Insights from employees,
start from day-to-day activities to professional
insights based on their function.
● Company Culture: Employee gatherings, awards,
and appreciation.
● Human Capital: Future talent’s skills development
program.

Social Media Approach:

Educational-focused with storytelling approach. They
always use human touch in their contents.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 LifeatGoogle

Content Topics:
● Employees and Corporate Culture: Inspirational
stories compilation that reflects to Google culture
(Everybody has their own story)
● Community Engagement: Tapped into various
activities that related particular communities, such
as LGBTQ, BLM, etc.
● #LifeatGoogle Tips & Tricks: Many work-related
tips & tricks shared by Googlers

Social Media Approach:

● Emotional approach, Google put themself as
audiences closest colleague, friends, or family that
always give advices
● Modern, Friendly

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 INDONESIA LANDSCAPE BENCHMARKING
Let’s understand deeper of our competitors social media ecosystem

INSTAGRAM
Followers 14K 21K 39K 105K 68K
Avg. Weekly Growth 11% 1.8% 4.3% 0.13% 1.6%
Post per Day 0.1 0.07 0.6 0.1 0.1
Engagement Rate 0.71% 0.81% 2.4% 1.4% 1.0%

FACEBOOK
Fans 14K 590K 20K 548 -
Avg. Weekly Growth 6.7% -0.029% 2.0% -0.36 -
Post per Day 0.2 0.07 0.3 N/A -
Engagement Rate 0.0014% 0.00076% 0.36% N/A -

➔ In terms of followers, Life at Gojek is leading in Instagram, while OT For You is leading in Facebook. While in terms of followers
growth, Multi Bintang Indonesia is leading on both platforms.
➔ Aqua Lestari ranks first in post frequency as well as the engagement rate, both in Instagram and Facebook. Besides informative
content, they also use interactive content such as giveaway and quiz in promoting their products & brand growth and activities.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 OUR KEY LEARNINGS

CONTENT TOPICS SOCIAL MEDIA

PERFORMANCE
Most of the corporate social
SOCIAL MEDIA APPROACH
media account (especially Our social media is currently
those who are based in growing as seen on how
As a centralized channel for
Indonesia) are either Multi Bintang Indonesia is
every stakeholders of MBI
corporate or talent-centric. leading in terms of followers
who are ranging from
growth.
general to professional
It is an opportunity for us to
public, we need to balancing
optimize MBI social media as We can seize this moment
our communication
a centralized channel for all by creating a strategy on
approach between fun and
of our stakeholders in finding how we can engage our new
professional.
information ranging from followers through more
talent/employee-centric to interactive contents and
corporate responsibility. activations.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 04
COMMUNICATION
STRATEGY
The starter of how we are going to craft our strategy, firstly by knowing
how we are going to communicate with the audience

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Despite Alcoholic drinks are not
widely accepted,
It has been a part of Indonesia’s many cultures.
From arak, to sopi, to tuak.

Drinking is an inseparable part of

the indigeneous culture in many
local communities across indonesia.

ALCOHOL PLAYS A BIG ROLE

IN FESTIVALS AND SOCIAL
GATHERINGS ACROSS
INDONESIA.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Behind today’s drinking culture and its ongoing polemics,

ALCOHOL AND SPIRITS ONCE THRIVED IN

INDONESIA EVEN BEFORE THE LAND
ACHIEVED SOVEREIGNTY.
ARAK BALI BALLO TUAK
Traditionally, this drink was used as The drink is often consumed during in Kalimantan, this fermented
a tabuhan – offering to the gods – religious rituals or during social beverage plays a bigger role than a
during religious rituals. gatherings at Tana Toraja. substance designed to animate
celebrations—to its Dayak tribe, the
drinks persevere with
SOPI CIU appreciations for life and birth.
Which means “little drink”, and it is Javanese locals believe drinking ciu
affectionately referred to as anggur is good for the health, classifying it
persaudaraan, or “brotherly wine” as jamu, or traditional medicine.
in east Indonesia local culture.

Historically, Indonesian alcohol beverages were inherent to

philosophical values among Nusantara diverse heritage
Source:
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only. Indonesians Local Spirits & Alcohols History, SCMP.COM, 2022
 Now.. let’s get to know our main audience,
Gen Z & Millennials, closer:

They filled with contradiction...

They believe in authenticity yet they align with anything

that makes them stand out hence demand excellence and
quality from brands that can deliver the right balance.

Source:
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only. Hill + Knowlton Strategies Indonesia (2021)
 and..
WHAT MATTERS TO THEM?

These young generations consider themselves old enough to

understand the unjust and misdoings in society.

As conscientious stewards,
they are quick to call out brands and
institutions that go against what should be
right and just.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Millennials & Gen Z is also known as a progressive generations that have an

ECO-CONSCIOUS ATTITUDE
As hyper-connected digital natives, they are exposed to issues that others are
facing and this awareness drives them to take action to do good in the world.

Of them say that climate Feel personally responsible to

2 of 3 change is a serious issue that
Indonesia is facing today
and alleviate the impact of climate
change

More than half of them Willing to spend extra for more eco-conscious products.

Source:
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only. IDN Indonesia Millennials & Gen Z Report (2022)
 THEY ARE CRITICAL AND More Agree that women are
than 1/2 equal to men.
OPEN-MINDED.
They believe in diversity and that equality is one of the
most important issues in this era. They are more exposed
and empathetic to the issues that are suffered by others And Believe that women can be
leaders too.

78% Believe that diversity will

make a better future.

Source:
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only. IDN Indonesia Millennials & Gen Z Report (2022)
 There may be stereotypes about them from the older
generation. They have an assumption that..

THEY WANT SOMETHING

ALL-INSTANT AND EASY,
INSTEAD OF PUSHING THEMSELVES AND TRYING TO BE BETTER
AT WORK. WHILE OUR FINDINGS SAY THE OTHERWISE..

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Both, Millennials and Gen Z don’t mind putting in more
effort at work, as long as they receive fair compensation
for that.
They want to invest deeply in their work and know that their time and effort has real meaning.

Going Extra Miles and Purposive

2 of 3 of them say that they don’t 2 of 3 of them consider career path as
mind working longer hours as long as an important factor when they are
they are paid more with only 11% looking or choosing a job.
refusing to do so.

Work-life balance
Also became their priority, but Millennials put it as a Higher Priority
with 61% of them said working hours as the second most
important factor when choosing a job.
Source:
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only. IDN Indonesia Millennials & Gen Z Report (2022)
 Therefore, MULTI BINTANG should communicate the values
and actions that align with the audience’s expectations by
emphasizing how…

MULTI BINTANG HAS BEEN GROWING

ALONG WITH INDONESIA FOR NEARLY A
CENTURY OF DEDICATION & INNOVATION
Through fair and inclusive work culture,
circular and lean business operation,
and being responsible in every of their conducts.

To bring joyous moment along with meaningful impact

to all the stakeholders, society, and environment
holistically.
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Strategic 1
PROBLEM
The Young Generations are longing for authenticity while
Intention playing the role as guardian of more just and sustainable
society hence seek a right balance between altruism and
expression. While they also recognize the importance of
financial freedom and long-term career path.

The human problem behind the

business problem
2 3 ADVANTAGE
INSIGHT Multi Bintang Indonesia as an
Many Indonesian ingenious entity with solid blend of solid
cultures celebrating their festive local heritage and renown global
rites with alcoholic beverages to pedigree (of Heineken), offering
symbolize various philosophical the sensibility of Indonesian
values from health, brotherhood, values, coupled with the
to life cycles. progressiveness of a global
blue-chip brand.

The unspoken people What makes you

insights that sheds unique and
light on the problem. motivating in
COMMUNICATION STRATEGY people’s mind
Multi Bintang revives Indonesia virtues to spread
joyous inspiration

What makes you unique and motivating in people’s mind

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Proposition
Multi Bintang revives Indonesia virtues to spread joyous
inspiration
Communication Objective
To be Indonesia’s most referred company known for its sustainable brands and business practices, agile and fun
culture and a great place to work

Passion Brand Purpose Courage

We brew the Joy of True Togetherness to inspire a better world
Enjoyment Care

Communication Mission
Becoming an immersive storyteller of the MBI’s journey to connect with our stakeholders needs of engaging yet
exciting inspirations.

GROWTH STORY IN ACTION STORY BREAKTHROUGH STORY

Product brand propositioning Employer brand propositioning Brew a better world

How Multi Bintang always innovating A place for dreamer to shape their When indulgence converted into
on brewing the joyous inclusivity own and the world better future. purposeful impacts

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 05
CREATIVE
APPROACH
Amplify the strategy to be alive and building our creative approach on Digital

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 AUDIENCE TENSION
As indonesian people, we’ve been go through many these past few
years back, in professional, personal and also social. To all age
segments, young to mature, we face things hards these days.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 SOCIETAL TENSION
Given the rough times prior to today, in 2023 we tend to be more cautious of the future,
especially as the impact of pandemic, the world has also been rough, so many mass layoffs
due to predicted global recessions, decreasing growth in investments, wars, and more
unfortunate events. Clearly we are desired to be more tactical and creative in how we
maneuver life as per today.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 BRAND VALUE-OFFER
Multi Bintang Indonesia as an entity with solid blend of solid local heritage and renown global
pedigree (of Heineken), offering the sensibility of Indonesian values, coupled with the
progressiveness of a global blue-chip brand.

In Multi Bintang, we can experience the “Best Blend of Both World”, providing Indonesia’s brightest
and most talented stars a purposeful platform to be their best and make big impact for the
greater good to a better world, while also having a limitless canvas for their true colors,
where—together, they can paint a masterpiece of creative collaborations.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 CREATIVE EXPRESSION

#TebarkanTerangmu
Everyone has their own Inner North Star, which give them a sense of altruism, conscience, and purpose. Multi Bintang
Indonesia as an established corporate that goes with the purpose of connecting a hub of fun, agile and exciting
inspiration for end-consumers, stakeholders and future talents to radiate creative potential which could light up the
world, after a hard-passed moments to be more positive, optimistic and inspirational.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Master kv wkwkwkwk gmn yah

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 VISUAL The format of approach and tonality we are going to utilize

GUIDELINE
towards Multi Bintang Indonesia social media ecosystem

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Change social media MBI to a person who can feel
emotion, looks cool, aesthetic, inspiring but also
credible, responsible & sustainable who illuminates
himself and others

A person that spread the light

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 To strengthen the concept of #TebarkanTerangmu visually, we will play
with light that illuminates the thing or figure we want to emphasize

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 VISUAL
REFERENCE
visuals that are young, simple, clean, showing
people without a template which makes visuals
cluttered wrapped in a visual treatment light that
shines talent to strengthen the concept of
#TebarkanTerangmu

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 GRAPHIC
ELEMENT
We will use a visual device in the form of various
forms of light that will illuminate the visuals

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 TYPO
GRAPHY

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 06
SOCIAL MEDIA
STRATEGY
Utilizing the best of our social media platforms, creating the full on from content strategy
to content approach and defining our social media persona

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 THE SOCIAL
Before you write for Multi Bintang Indonesia, it’s important to think
about our audience.

MEDIA Just like in real life, the key to an attractive persona is about finding the
right fit to our target audience persona.

PERSONA Though our voice doesn’t change much, our tone adapts to our
audience's feelings. This guide will show you how that works.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 If Multi Bintang Indonesia
is a human, he/she is

CHICCO
JERIKHO

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 He/she is…
Agile
You are socially
confident. You can talk
with anyone yet you
are able to keep the
Aspirational conversation relevant
You are a high achiever to whom you are Reliable
and hard worker. You talking to. You are responsible,
are willing to go extra hence you can be
miles to achieve things trusted. You are not
you desire. only thinking about
yourself, but also how
Clever you can be impactful to
You are smart-–a street your surroundings.
smart. You are
constantly faced by
challenges daily, yet
you can always come
up with solution.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Social Media Channel Roles
Each platform will have a different role in delivering specific content goals for a better
user experience and journey based on the best practices of each channel.

• Instagram will feed content • Linkedin content will be

(Post and stories) to curated and adapted to
Facebook Facebook
FLAGSHIP

Role: Build Role: Build

engagement professional
through • Instagram will feed content network; • Linkedin will feed content
casual to YouTube (Videos and formal to YouTube (Videos and
conversation. conversation.
slideshows) slideshows)

• Facebook will drive traffic to • YouTube will drive traffic to

Instagram (Through post Instagram (Through post
Role: Building and stories) Role: Build and stories)
SUPPORT

community Detailed &

based thorough video
• Facebook will drive traffic to content library • YouTube will drive traffic to
engagements
Linkedin (Through post and Linkedin (Through URL)
stories)

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Focus Instagram Strategy: Targeting towards broader audience mainly the younger ones
PROPOSED INSTAGRAM with heavier pillar weight on People & Culture in Action and Sustainability &

Content Pillars
Responsibility Breakthrough Story. Treatment of usage more towards two-ways
communication to increase engagement with audience and reach broader audiences

Sinar Terang Bintang Bintang in Action Penebar Kebaikan

PILLAR OF Brand & Business Growth People & Culture In Action Sustainability & Responsibility Breakthrough
CONTENT Story
Expose talents and employee brandings to
Building brands and corporate business seed in potential future talents and showing Impactful activity that applies for MBI to
growth and achievements and how it can immersive work culture in MBI brew a better world for human, environment
contributes to better ecosystem in industry & social.

- New Product Launch Highlight - Human Capital (Work Culture, Employee - CSR Campaign
CONTENT - Multi Bintang Indonesia Product / Tech Testimonials, Recruitments Tips & Tricks to - Sustainability Program
TYPE Innovation become MBI’s Employee - Social Impact Campaigns
- Brand Performance Recap - Industry Relatable Memes/Trendjacking - Gov/Corporate/NGO’s Event Attendance &
- Activations - Employee’s Social Media Advocates Program Coverage
- Etc. - Activations - Activations
- etc. - Etc.

➔ Star Talks Fun interview

➔ Star Bars. Visit selected pub/bar ➔ MBI Green Warrior Green activists
➔ MBI Sneak-Peek Preview - Immersive
➔ Bintang Aficionado, Product review ➔ MBI Green & Frugal Folks
CONTENT Office Tour
with loyal consumers of our products ➔ Sustainable Can Be Fun -
TOPICS ➔ Work-Heart Play-Heart - MBI’s agile &
➔ FFT “Fun Factory Tour” Social/environmental act
fun stuff

CONTENT
WEIGHT 30% 35% 35%
Content Format Treatment: Single Image Static, Carousel, Motion/GIF, Instagram Reels
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 SINAR TERANG BINTANG
Product Review Objective
To build relevant connection towards younger audience to our
range of products and how it can lighten up consumers day

Content Topic:
Bintang Aficionado, Product review with the loyal consumers
of our products

Headline:
Kalo kamu nyari yang ‘Single’, aku mundur. Kalo kamu nyari
yang ‘Sessionable’, aku available…

Caption:
Inovasi terbaru dari line-up Multi Bintang Indonesia, Bintang
Crystal, merek bir sessionable pertama dari Indonesia
dengan rasa yang lebih smooth, dan kadar alkohol yang lebih
rendah untuk terangi apapun sesi keriaanmu lebih panjang.
Cuss, agendakan keriaanmu hari ini! #TebarkanTerangmu

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 BINTANG IN ACTION
Work Culture Objective
Increase awareness of our company culture and
work ethic, where the balance of fun and
professionalism applies, just like a Fridays.

Content Topic:
Work-Heart Play-Heart
MBI’s agile & fun stuff

Headline:
Everyday is Friday here…

Caption:
Percaya gak percaya di Multi Bintang Indonesia apapun
harinya selalu ada saja keriaan yang membuat harimu
tiba-tiba Jumat. Buktikan sendiri! Cek bio untuk tahu
lowongan apa saja yang baru dibuka. Siapa tahu ada jodoh
kita. #TebarkanTerangmu

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 PENEBAR KEBAIKAN
IG Reels Short Series Inform the public about the important figuresObjectivein MBI’s
Social Impacts social responsibility to their employees from up to downstreams.
product-making to increase awareness of how MBI is fulfilling their
Content Reference

Content Topic:
#DiBalikTerang Series

Concept:
Instagram Reels short series where we
present the stories of the people in
productions of Beer Brewing, especially the
factory workers. We adapt the stories of
how MBI radiates light to them and also how
they radiate the light to their surroundings.

Through this content, we show how MBI is

not only taking care of the office workers,
the frontliners of the company, but also Reference:
those who are behind of every story created
with MBI’s products.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 INSTAGRAM REGULAR ACTIVATIONS
Growth Hacking Tactics
Objective: Increase Engagement Rate & Followers Growth

Follow To Win Quiz With User

Social Movement Riding The Moment
Generated Content
KPI: Generate Followers
Creating a massive Increase profile
Growth with real KPI: Generate
social media movement discovery through
engagements. Engagement
to create positive active topic jacking.
Growth With Real
Actions from real impact
story driven ce c e
content. Referen Referen
c e c e
Referen Referen

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 INSTAGRAM FEATURES UTILIZATION
FEED INSTAGRAM
INSTAGRAM LIVE INSTAGRAM STORIES
COLLABORATION REELS

We can also use Instagram We can also use the features The newest feature on We can also use reels if we
Live to increase engagement in Instagram Stories to Instagram is Feed Collab, we want to provide inspirational
with the audience increase interaction with the can broadcast UGC from content and represent the
audience audiences tagged to MBI’s message of our corporate
Sample Content: Instagram feed.
Live Talk with
● Sample Content: Sample Content
community or • Engage with creativity • UGC Activations
Influencers to cover challenges Utilization of Sample Content • Always on snack-bite size
specific topics. Pollings to know our UGC with KOL/Brands
●
personalized organic
Events Coverage
● audience preference Collaboration with KOL
●
video, showing lifestyle
Quiz
● • Utilization of Q&A Box related topics in
workforce
• KOL Content

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 PROPOSED LINKEDIN Focus Linkedin Strategy: Targeting towards professional audience with heavier pillar %

Content Pillars on Brand & Business Growth and Sustainability & Responsibility Breakthrough Story.
Approach more professional, charismatic and credible source of information

Sinar Terang Bintang Bintang in Action Penebar Kebaikan

PILLAR OF Brand & Business Growth People & Culture In Action Sustainability & Responsibility Breakthrough
CONTENT Story
Exposed talents and employee brandings to
Building brands and corporate business seed in potential future talents and showing Impactful activity that applies for MBI to
growth and achievements immersive work culture in MBI brew a better world for human, environment
& social.

CONTENT ❏ Job Openings / Open Recruitment ❏ CSR Reports

❏ MBI Awards Achievements
TYPE ❏ Career Growth Tips & Tricks ❏ Sustainability Activity with Community
❏ Business Performance Recap
❏ Company Outings / Company Events ❏ Gov/Corporate/NGO’s Event Attendance &
❏ Corporate Value Sharing Knowledge
Coverage Coverage
❏ Etc.
❏ etc. ❏ Etc.

➔ MBI’s Path To 0 Carbon Youth style infographic

➔ This Date in our History Narrated documentaries ➔ Youth Challengers Youth style infographic/motion
➔ MBI’s Green Mind sharing - (Gen-Y Speaker &
➔ This is How We Brew It. Long-form slide-show ➔ MBI’s “TED Talk” sharing session
CONTENT Topic)
➔ Stats Behind The Star, key statistics behind a ➔ Cross Generation Q&A Posting Two Gen-Z & Gen Y
➔ MBI Green Report Periodic recap of CSR &
TOPICS product employees Q&A (Different office/country)
sustainability efforts.

CONTENT
WEIGHT 35% 30% 35%
Content Format Treatment: Slide Show, Single-Image, Short Video, Infographic.
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 BREAKTHROUGH STORY
Sustainability Content Sample Objective
in Linkedin Increase brand credibility through sustainability program and share
it towards more professional stakeholders.

Content Topic:
MBI Green Warrior, Green activists

Treatment:
English Caption, Informative Approach

Caption:
Supporting sustainable waste management in Indonesia, this year
Multi Bintang Indonesia together with We-Hasta, have established
16 Waste Banks in Tangerang and Mojokerto as proof of our
commitment to support the government's efforts in waste
management. We provide training and other assistance such as
equipment and funding to support local Waste Banks. Throughout
Indonesia, there are now 293 Waste Banks in the Multi Bintang
Indonesia network.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Drink Responsibly, Clean Up Party,
After Party
CSR Activity - Tailored to Social Media
Content
Creating an eco-friendly responsibility to clean up nearest beach close to
bars across 5 Cities in Indonesia right after holding a night out event.

Idea:
It’s a series of pop-up sustainability party to clean up the environment
from garbage after party in the nearest beach bar across 5 cities in
Indonesia - Bali, Jogja, Lombok, Lampung and Jakarta.
We will be utilizing MBI Internal employee KOL who will coordinate
another MBI member to collectively clean-up the beaches, while
creating content to amplify the offline CSR Activity while we
collaborate with community of beach cleanups on each city

Objective:
On-ground activity to trigger online engagement through socmed
contents.

COLLABORATING Platform & Format:

WITH THESE ● IG Stories uploaded by MBI Internal KOL
COMMUNITY IN ● IG Feed uploaded in MBI Social Media
EACH CITIES:
● Post-event coverage post to Linkedin

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Employees Social Media Advocates
Program Management Strategy
Employee Social Media Advocates Program is an internal KOL scouting program where MBI is targeting its
employees to be the social media advocates.

10 chosen employees in this program are going to be the “face” of MBI in showcasing the talents, corporate
values and culture, etc in order to attracting future MBI talents and spread the corporate activity to wider
audience.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 EMPLOYEE SOCIAL MEDIA ADVOCATES
PROGRAM MECHANISM
How we choose and utilize internal KOL as our one of our information streams

1 2 3
SCOUTING LAUNCH SUSTAIN
Inviting MBI entry-level employees to Introducing the STARVOCATES through Crafting the Employee Social Media
register themselves to Employee Social our social media as the chosen Advocates Program syllabus and
Media Advocates Program representative of MBI talents in monitoring the STARVOCATES in
promoting MBI strategic pillars delivering their SOWs

Registration Invitation Social Media Announcement Talking Points or Content Monthly Brief

Social Media Content Submission STARVOCATES Introduction STARVOCATES Skill Upgrading

Internal Assessment Monitoring and Evaluation

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 EMPLOYEE SOCIAL MEDIA ADVOCATES PROGRAM DETAILED MECHANISM
1 2 3
SCOUTING LAUNCH SUSTAIN
● Social media and internal communication ● MBI will announce the chosen employees ● For 10 months, the STARVOCATES will create
announcement of the program registration who are going to be the STARVOCATES, the content on a monthly basis regarding MBI’s
for entry-level employees along with the advocates of Multi Bintang strategic pillars:
program description, requirement, and 1. Brand & Business Growth
benefits ● MBI will also introduce their social media 2. People & Culture in Action
Reference accounts through MBI official social media 3. Sustainability & Responsibility
account. Breakthrough Story

Reference ● The STARVOCATES will be briefed monthly

for the contents and talking points

● They will receive coaching sessions to

upgrade their skills, both in substantial (e.g.
sustainability seminar, products knowledge)
and technical skills (e.g. content creation,
public speaking)
● Registered MBI employees will create
submission in a form of social media
creative content themed “How do you
explain MBI to someone who never have
heard about MBI?”
● Internal team (eg. Corcomm, Employer
Branding, HR) will assess the submission
based on the substantial and creative
aspects. The judges will choose 10
participants to be the STARVOCATES
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Additional
Activation Ideas
To emphasize the approach of fun, agile and exciting, we will be conducting several activity
which focus on creating lively activation which everyone can join

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 BINTANG GOT TALENT
Talent Scouting
Idea:
c e
Showcasing the talents of Multi Bintang Indonesia’s Referen
people to attract new talents for Multi Bintang
Indonesia every month on Social Media (Instagram).

Participant will be challenged to compete in creating

contents while MBI members can cast in vote through
IG comments

Objective:
Simple activity to boost engagement with lifestyle
approach.

Platform & Format:

IG post, reel, stories.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 BINTANG GOT TALENT
Mechanism

STEP #1 STEP #3 STEP #3 STEP #4

Showcase unique talents of MBI Ask followers to vote their 3 winners will get one 3 winning talents will be
on @MultiBintangID (i.e.: playing most favorite talent months of internship at their supervisor during the
guitar with one hand while the other hand Mutli Bintang Indonesia internship program
is working on excel sheets or doing a
meeting while healing in a deep
meditations at the same time and etc. )

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 KARAOKE BEER-SAMA PUDDS
Idea: Reference
To excite the launch of #TebarkanTerangmu
we’ll do an online KARAOKE contest on
@MultiBintangID to sing Sinaran by Sheila
Madjid and reenacts in the style of PUDDS’
cover.

Participant will be challenged to compete in

creating UGC contents (Of them doing the
Karaoke). MBI members can cast in vote
through IG comments

Objective:
Simple activity to boost engagement with
entertainment approach.

Platform & Format:

IG post, reel, stories.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 KARAOKE BEERSAMA PUDDS Mechanism

STEP #1 STEP #2 STEP #3 STEP #4

Create your own cover Inject BEER pronunciation Post your best The 1 best expressions will
version video of Sinaran in in every word that start KARAOKE BEERSAMA win free one month beer
the style of PUDDS. with BER through out the PUDDS moments on supply to fuel your
song. Instagram tag KARAOKE BEERSAMA
@MultiBintangID times.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 07
SOCIAL MEDIA WITH LEVERATE
Leverate will make sure all of your social media accounts are well taken care of from any queries that c
ame through DMs and Comments

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Social Care Query Classification
Guidelines of using social media to communicate with your community

Description Sample Query Sample Public Response Internal Action

General conversations between “Andai dulu waktu umur If general conversation, simple response such as “Thank you for
users or involving the brand that do 20an udah ada nih info your compliment. Please have a look to our product on our
No Flag N/A
not require brand related answers perusahaan begini… asik website.” or simply Like the comment. If spam, hide/delete the spam
or information, or spam in general bener!” comments

Conversations that require or If answer is not

Green request brand input and can be “Apakah kegiatan CSR bisa “Halo, Terima kasih banyak atas pertanyaannya, cek website kami available on FAQ
Flag answered publicly (based on FAQ diikuti oleh publik umum?” untuk lihat mekanisme ikut serta program CSR kami ya!” document, raise
document) issue to client

“Link apply lowongan kerja

Yellow Definite issue identified, which kenapa gak bisa diakses ya? “We are sorry for the inconvenience. Please send us your contact Raise issue to
Flag requires individual response offline. Deadline pendaftaran besok details, our contact center will reach to you shortly.” client
tapi error terus”

“Halah bank sampah

“We are really sorry to hear about your experience, we want to make
Clearly negative or critical post that buatan MBI untuk
sure our supporter always get the best experience & information Raise issue to
Red Flag definitely requires a response both keperluan PR doang nih,
about our services. Hence weʼd like to solve this matter. Please send client
publicly and individually. udah selesai liputan ngga
us your contact details so we can contact you.”
jalan lagi pelatihannya”
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Social Care Query Response Flow
Guidelines of using social media to communicate with your community

Leverate Client’s Team

No Flag Green Flag Yellow Flag

Response(s) or Action(s) to be taken
Estimated response time (EST): 0-2 Hours EST: 0-5 Hours EST: 3-5 hours

No response or Like the

Check answer in FAQ Ask for customer’s contact
comment, or (if spam),
sheet details
hide/delete the query
0-2 hrs

Give immediate Answer

Yes
public response available?

Notify customer that Once customer details

Raise issue to client No they will be contacted acquired, raise issue to
privately client
Max. 5 Hours
Client inform Agency Agency give Client deals with
Client inform Agency on
on answer/response answer/response to customer privately, via
response will be taken
to be given customer Customer Care team

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Social Care Query Response Flow
Guidelines of using social media to communicate with your community

Leverate Client’s Team

Red Flag
Response(s) or Action(s) to be taken
EST: 12 hours
Max.
0- 2 Hours
Ask for customer’s
Raise issue to client contact details, to be
approached privately

Max. Client deals with Client inform Agency on Agency informs

2- 5 Hours customer privately, via action/response will be customer that client
Customer Care taken will contact customer

Yes. Agency raise issue to Customer asks for more No (no further actions
> 5 Hrs client response? need to be taken)

Client further deals with

Client inform Agency on Agency activates
customer privately
action/response will be Community (to cool off
further, via Customer
taken the heat online)
Care

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Social Media with Leverate
Grow & nurture your online community.

✔ Quality Content Production

Start in defining the content pillars to produce aligned &
engaging content. Editorial plan is prepared in timely
manner, which include caption and visual material.
✔ Content Dissemination & Optimization
Taking live all pre-approved content on the best time
possible to gain high impressions & organic
engagements.
✔ Response Management
Being accountable in responding to inquiries or
messages that required attention/ action, measured with
response rate & response time.
✔ Analytics & Measurement
Provide insights and learning to continuously improve
your social media presence.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Content Plan
Leverate‘s standard process for content planning & execution.

Important:
Delay in receiving feedback & approval will have an impact to the overall flow &
schedule.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Understand Your Consumers with Leading Social Listening Technology
Leverate Social Media Listening Tools

KEY FEATURES

➔ Link Listen with Engage to customize your feed.

Analyze, monitor, and act based on what you
hear not only on social but also via forums,
review sites, and beyond.
➔ Get alerted to unusual trends in your data. Your
team is automatically pinged about negative
comments so they can act swiftly as crises
emerge.
➔ Monitor mentions to understand what makes
your customers tick and what content resonates
with them. Analyze sentiment and brand
perception without having to sift through large
datasets manually.
➔ Know what people are saying about you; brand,
products, and competitors at all times. Listen lets
you discover those trends in real-time so that
you can react faster.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Social Media & Brand Performance
Measurable and insightful creative performance report
FOLLOWERS & ENGAGEMENT
CONTENT
PERFORMANCE

BEST PERFORMING POST #1 BEST PERFORMING POST #2 BEST PERFORMING POST #3

ER : 11.5% ER : 10.4 % ER : 10.3%
AUDIENCE
PROFILE
SHARE OF VOICE SOCIAL LISTENING

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 08
SOCIAL MEDIA
PAID ADS
Reaching broader audience, and optimize our social media contents &
activations to boost the result of performance

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Facebook & Instagram Optimization Approach
Scale up the best performing methods after 3-4 weeks learning phase to get the optimized results.

Engagement Ads Page Like Ads

Instagram Profile Visits
The total number of We showcase Facebook increasing the number of visit for a
actions that people take Pages and ask target Instagram Page to expose the
involving your ads. audiences to Like the audience with our instagram
page existence

Leverateʼs Audience Approach:

Demographic: using specific geo & demographic Custom Data: using your own data source to build/
to build your core audience profile/ target. (eg. MF, expand prospective audience. (e.g. Similar profile/
25-40 years old) lookalike audience)
Interest/ Behaviour: using user preferences & Retargeting: re-engage your audience
behavior to build various target group, split by dynamically based on last action or retarget people
stereo-type. (eg. Sports, entertainment, lifestyle, who’ve been visiting your website.
isotonic, vitamin, etc)
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Facebook & Instagram Sample Ads
Highly efficient channel to support our social media performance

c e ce c e
Referen Referen Referen

ENGAGEMENT PROFILE VISIT

PAGE LIKE ADS To increase the number of visit
Engage the audience with To reach not only a large portion
engaging and interesting content for a Instagram Page to expose
but also quality audience and the audience with our instagram
to build closer relationship ensure to land them on your
between brands and audience. existence
website to drive impact.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 09
TIMELINE & KPI
PROJECTION
Estimated KPI Result Projection and the timeline of all
scope of work we would like to deliver in 2023

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 General Timeline Projection
Overview of what we are going to do in a year period

Operational

Onboarding Medium Social

1 Large Social Media Medium Social
Meeting Media Activations Activations Media Activations

2 Small Social Media

Campaign
Preparation
4 Small Social Media Activations Activations

Always On - Social Media Content

Supported by Social Media Ads

Always On - Social Media Response Handling

Employee Advocates Program

Dec 2022 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec

Always On Social Media Response

Phase: Activations
Content Ads Handling
Employee Advocates Program

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 ESTIMATION Engagement Rate
What need to be achieve in a year period
Metrics Average Engagement Rate by Followers (ERF) hit minimum 2% in a year

Number of Avg. Engagement Rate by Followers (organic only)

2022* 2023
%
Channel Starting
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Growth
Point

Instagram 0.097% 1.00% 1.00% 1.00% 1.00% 1.50% 1.80% 1.80% 1.80% 1.80% 1.80% 1.80% 1.80% 1.80% 2%

Facebook 0.0005% 1.00% 1.00% 1.00% 1.00% 1.50% 1.80% 1.80% 1.80% 1.80% 1.80% 1.80% 1.80% 1.80% 2%

* Using Nov 2022 data as starting point (collected from martech tools Fanpage Karma) and estimating Dec 2022 engagement rate to
bridge 2023 KPI projection

Notes
● Minimum monthly engagement rate is 1% with paid support and activations on monthly basis.
● Considering to use Key Opinion Leader (KOL) and utilize collaboration post feature.
● Considering to boost best performing content.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 ESTIMATION Followers/Fans Growth
What need to be achieve in a year period
Metrics Followers/Fans growth hit 20% annual increment VS 2022 result

Number of Followers/Fans Growth (organic)

2022* 2023
%
Channel Starting
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Growth
Point

Instagram 13,789 14,189 14,589 14,989 15,389 15,789 16,189 16,589 16,989 17,389 17,789 18,189 18,589 18,989 37.71%
Est. Instagram monthly followers growth +400 followers, calculated from the median of 2022 followers growth
(+395 followers)

Facebook 14,141 14,491 14,841 15,191 15,541 15,891 16,241 16,591 16,941 17,291 17,641 17,991 18,341 18691 32.18%
Est. Facebook monthly fans growth +350 fans, calculated from the median of 2022 followers growth (+302 fans)

* Using Nov 2022 data as starting point (collected from martech tools Fanpage Karma) and estimating Dec 2022 engagement rate to
bridge 2023 KPI projection

Notes
● Highly suggesting to do activation on a monthly basis.
● Considering to use Key Opinion Leader (KOL) and utilize collaboration post feature.
● Considering to boost best performing content.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 10
TEAM
STRUCTURE
Leverate’s team to be deployed for Multi Bintang Indonesia

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Leverate Team Structure
Team Breakdown

Social Media
Strategy Creatives Account Management Digital Media
Management

Head of Account & Strategy Group Account

Executive Creatives Director Digital Marketing Director
Director

Strategy Lead Content Strategist Creative Account

Art Director Sr. Campaign Manager
Manager Manager

Strategy Planner Graphic Designer Social Media Manager Creative Account

Campaign Manager
Executive

Group Digital Account

Copywriter Social Media Response
Director

Digital Account
Manager

Digital Account
Executive
Shared Resource

*Team structure will be updated after further discussion with MBI

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 11
COST STRUCTURE*
* details will be sent after presentation along with the proposal

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 12 Months Retainer Social Media Management Cost Structure

Item Measurement Price Total Price

Annual Social Media Communication Strategy 1 Time Rp 43,884,000 Rp 43,884,000
Instagram, Facebook, LinkedIn
Social Media Content Development - Facebook & Instagram (mirroring) 12 Months Rp 28,292,000 Rp 339,504,000
8 main contents/month:
- 4 Single-image post + adaptation to Story format
- 1 Carousel (max. 3 cards) + adaptation to Story format
- 1 Motion (max. 30s) + adaptation to Story format
- 2 Instagram Reels (max. 60s)
Social Media Content Development LinkedIn 12 Months Rp 16,560,000 Rp 198,720,000
6 contents/month:: 4 Single-image post, 2 Carousel (max. 3 cards)
Youtube Channel Management 12 Months Rp 4,800,000 Rp 57,600,000
Social Media Activation (yearly) 1 Package Rp 82,264,000 Rp 82,264,000
1 Big Activations, 2 Medium Activations, 6 Small Activations
Liputan Offline Event (1x per month, Jabodetabek area only) 12 Months Rp 10,368,000 Rp 124,416,000
Social Media Response Handling (max. 25 queries / day) 12 Months Rp 5,100,000 Rp 61,200,000
Account Management & Reporting 12 Months Rp 7,548,000 Rp 90,576,000
Total Social Media Management (Annual) Rp 998,164,000
Total Monthly Social Media Management Rp83,180,333
VAT 11% Rp 109,798,040
Grand Total Social Management 12 Months Rp 1,107,962,040

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 12
OUR SUCCESS
STORIES

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 SUCCESS STORIES

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Success Story: HM Sampoerna KABAR GEBRAK
Manage digital paid media campaign and creative digital for tobacco brands Community Based
THE CAMPAIGN OBJECTIVE:
HM Sampoerna is a leading tobacco company in Indonesia, the
campaign focus on social media management and running digital paid
ads . The objective is to build awareness about Kabar community,
getting more page likes to grow community base, getting more clicks to
grow traffic to Kabar website to grow the community credibility

LEVERATE SOLUTIONS:
• We give them the recommendation of channels that every each
platforms will support to achieve the objective of the campaign.
• Combine digital strategy with Facebook & Instagram, SEM, and GDN.
• Using specific geo & demographic to build audience profile/ target.
(eg. Female, 18-44, Indonesia), user preferences & behavior to build
various target group such as interest in shopping, lifestyle, fashion,
beauty, health etc.)

LEVERATE SUCCESS:
• Overall all the campaign objectives generates more results compare
to the KPI plan more than >100%.

77,156,379 147,656
Impressions Link Clicks
29,925,414 14,485
Reach Page Likes
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Success Stories: CLASMILD Djakarta Warehouse Project 2018
Using sniffing and off deck for optimize and reach broader audience to attend our event.

Identify Target Audience

SNIFFING

Find the audience in several areas

using Telco Data Geo Location
Area for sniffing
(usually the same type of
area/event that generate the
Get the population same interest from audience)
(MSISDN and Device ID)

OFF DECK
Run the campaign and hit the
audience with telco
inventories

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Success Story: Pediasure
Leverate managed to develop PediaSureʼs website and social media, also utilizing KOL to boost the community
engagement.

OBJECTIVE:
PediaSure wanted to launch its presence, boost more
awareness, and generate sales on e-commerce partners.

LEVERATEʼS SOLUTION:
• As their creative agency, Leverate developed the
strategy to create the visual looks really engaging –
mostly using motion graphics as the content on social
media.
• Using several influencers to build the credibility and to
increase the community engagement within PDS
market.
• Created the website as the hub of every channel
(e-commerce, social media, digital activation, KOL, etc.)

CLIENT SUCCESS:
• Achieved more than 11,000 organic followers during 7
months collaboration.
• Gained 117,217 reach with 4.65% as the Average ER by
using 4 social media influencers on Instagram.

Website Development Social Media Management Influencer Marketing

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 BNI Syariah Social Media Growth with Leverate
Leverateʼs management system to build BNI Syariah social media platforms

OBJECTIVE:
Revamping BNI Syariah social media platforms which include Instagram,
Facebook & twitter and strengthen the value proposition as Shariah
banking that could generate knowledge not only those who has not yet
aware of Shariah banking that is dynamic and innovative. Leverate
handle Facebook, Instagram & Twitter of BNI Syariah.

LEVERATEʼS SOLUTIONS:
✔ Able to craft strategic communication to be implemented into social
media content that is intriguing & attracting audience to engage,
which more focusing on millennials.
✔ Doing trend hijacking whenever there are updated trends around the
social media
✔ Utilize influencer marketing and modify the content to make it more
attractive as well as making several social media activations.

CLIENT SUCCESS:
Within 2 months we are able to generate as the number 1st banking with
the higher followers in Indonesia. We crafted the content to tap in on
several social media trends in Indonesia. We were able to generate 3%
followers growth along the campaign which is over KPI.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Success Story: BNI Syariah won Social Media Award in 2020
Our successful social media approach reward.

In November 2020, BNI syariah received an communication award and surpassed Mandiri Syariah in
social media engagement by far percentage.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Success Story: Relaunching Ovomaltine in Indonesia
1. Introducing Ovomaltine to Indonesia
2. Build up all social media assets from scratch
3. Weekly activation targeting kids that immediately trigger high engagement

CLIENT SUCCESS:
Within 2 months, Leverate successfully grow the fans on social media significantly. The social
media was live on early May with 0 number of followers. We localize the contents so that it can
catch Indonesian heart and get closers to the audiences.

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 Success Story: Social Media Management for Sony Alpha
Improvise content to get optimal results for brand awareness on Social Media for technology industry clients.

OBJECTIVE:
To improve the growth of engagement and followers on Instagram
@sonyalpha_id through content that is in line with audience interests and
current trends.

LEVERATEʼS SOLUTION:
To increase the awareness and engagement of the brand, we create a content
pillar that can attract more audience and utilize many features of social media.
We run a Collaboration Reels, Competition, Quiz and many more of
activations to engage our audience and also UGC Content that tell story
behind the pictures with emotional approach because its always been the
types of photos that Sony Alpha's followers are most interested in.

CLIENT SUCCESS:
✔ Sony Alpha become the highest Engagement compare to competitors
✔ From July to December 2021, we has achieved +9,770 followers
growth, there are days that show the addition of more than 100
followers per day, we also had the highest post interaction compare to
others competitors.
SOCIAL MEDIA PROFILE WITH HIGHEST
DRASTIC FOLLOWERS GROWTH DUE TO ENGAGEMENT RATE AMONGST OTHER CAMERA
UTILIZATION OF IG REELS & DIGITAL EQUIPMENT BRANDS IN INDONESIA!
ACTIVATIONS LEVERATE CREATED FOR SONY
SUCCESS ALPHA

MEASUREMENT
CASE STUDY
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
Success Stories | Creative Agency for Premium Automotive Company
BMW Social Media Management

Leverate manage all BMWʼs social media platform (Instagram, Facebook, Twitter, TikTok, Youtube). Overall on all
platforms, we recorded positive results, almost all of the metrics are better than previous month and keep increasing. On
instagram which the main platform and has the most audience, we successfully increase >2000 followers in a month. And
rising steadily from month to month.
© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
KEY VISUALS

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
KEY VISUALS

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.
 THANK YOU!

LET’S OPEN
THE Q&A SESSION!
Leverate Group
The Plaza – 40th Floor
Jl. MH. Thamrin Kav 28-30
10350 Jakarta Pusat

© Leverate Group 2022. All rights reserved. This presentation is provided on a strictly private and confidential basis for information purposes only.