How We Took MAKUKU from Newcomer to a Top 5 Brand & TikTok 2024 Trend Report Star
CASE PW.3
Client: Makuku Indonesia
Industry: Moms & Baby
What We Do: Content Creation
Introduce MAKUKU as a new entrant in Indonesia's highly saturated diaper market. Its key differentiator was its unique "SAP" (Super Absorbent Polymer) technology, promising an "anti-clump" and "super thin" diaper.
The Challenges
Breaking into a Market Dominated by Giants
The Problem
The market was dominated by legacy giants (e.g., MamyPoko, Sweety) with multi-decade loyal followings. As a new brand, MAKUKU faced a wall of skepticism. Indonesian moms are discerning and need to be convinced of a product's quality and safety before trying it on their children. A simple ad campaign would not be enough.
The Objective:
Rapidly build mass brand awareness and educate the market on MAKUKU's unique "anti-clump" technology.
Generate deep trust and drive trial in a low-trust, high-competition category.
Aggressively capture market share and establish MAKUKU as a Top 5 player in Indonesia.
The Solution:
Insight: Modern Moms Trust Proof, Not Promises
Our research showed that Indonesian parents are hungry for education and proof, not just cute baby ads. They trust authentic demonstrations and relatable, humorous content from other moms. We identified that the path to purchase was through building unshakeable trust.
Strategy: "Trust-Tainment" (The Trend-Setting Approach)
We developed a strategy that directly led to the recognition from TikTok's What's Next Report. We focused on 'Trust-Tainment'—a blend of trust-building content with high-engagement entertainment. The goal was to make product education as viral and engaging as a trending dance."
Execution: A Full-Funnel TikTok Content Machine
We built an always-on content engine designed to prove MAKUKU's superiority in the most engaging way possible:"
Viral Product Demos: "We created a series of "raw" test videos: pouring liquids, cutting diapers open to show the "anti-clump" core, and comparing MAKUKU side-by-side with competitors. This transparency was radical and built immense trust."
Relatable Mom-Life Skits: "Witty, humorous TikToks about the real-life struggles of parenting (leaks, sleepless nights) and positioning MAKUKU as the 'hero' solution. We used trending sounds to maximize reach."
Educational "Myth-Busting": "Short, expert-led videos (e.g., 'Why do diapers clump?') to educate parents and establish MAKUKU as a thought leader in baby care."
Influencer (KOL) Seeding: "We bypassed traditional celebrity-style ads and instead partnered with dozens of 'Momfluencers' to create their own authentic demo videos, amplifying our 'Trust-Tainment' message."
Result
2D Animation
