Going Wild: A 32 Million Impression Launch for Jakarta Aquarium & Safari
CASE PW.2
Client: Jakarta Aquarium
Industry: Entertainment
What We Do: Social Media Management & Activation
Jakarta Aquarium & Safari is a major indoor edutainment and conservation area located within the Neo Soho Mall in West Jakarta, Indonesia.
As a collaboration between Taman Safari Indonesia and Aquaria KLCC, this facility uniquely blends a marine and freshwater aquarium with a safari-like land animal exhibit, showcasing over 3,500 species across two floors.
The Challenges
Cutting Through the Noise of Jakarta's Attractions
The Problem
JAQS needed to announce two major new animal arrivals: the Capybara and the Seal. In a competitive entertainment market, a simple announcement wouldn't be enough. They needed to turn this launch into a "must-see" event, capture the public's imagination, and translate online buzz into real-world interest.
The Objective:
Generate massive online buzz and viral awareness for the new Capybara and Seal exhibits.
Drive a significant increase in social media engagement and profile traffic, signaling high purchase intent.
Reinforce JAQS's position as a dynamic, "always-new" family destination.
The Solution:
Insight: Tapping into "Viral Animal" Culture
We knew Capybaras (affectionately nicknamed 'Masbro' by Indonesian internet users) were already a viral sensation. The insight was simple: Don't just announce the animals. Personify them. We had to leverage this existing internet culture to create an immediate, lovable connection.
Strategy: A Two-Phase "Meet the Stars" Activation
Phase 1 (Teaser): We ran a 'Guess Who's Coming?' campaign using mysterious silhouettes, cute soundbites, and interactive polls to drive engagement and speculation.
Phase 2 (The Reveal): We launched a full-scale content blitz, introducing the animals by name, showcasing their unique personalities (the 'chill' Capybara, the 'playful' Seal), and flooding feeds with irresistible, 'meme-able' content.
Execution: Full-Funnel Social Media Management
Content Production: Daily high-impact Reels & TikToks showing the animals' daily lives (feeding, playing, "chilling"), set to trending audio.
Influencer Activation: Partnered with top-tier family and lifestyle influencers for a "First Look" event, generating authentic User-Generated Content (UGC).
Community Management: Ran interactive stories, Q&As with the zookeepers, and naming contests to build a community around the new stars.
Paid Media: Strategically boosted our best-performing content to reach millions of new audiences (families and young adults) in the Greater Jakarta area.
Creative Content
