With cool and modern designs at affordable prices, Malta aims to attract consumers who are looking for trendy, yet anti-mainstream options. Malta’s Unique Selling Point lies in its distinct branding, as a reputable local foam sandals brand known for its durability, sturdiness, and stability compared to imported products with less competitive brands. Malta aims to show that local products can be just as competitive as imported products
Key Challenge
The influx of imported products, especially China foam sandals, which overly saturate the local e-commerce in Indonesia is not easy to stem.
Fashion is one of the highest contributors to imports in Indonesia, including sandals. The imported sandal industry continues to grow with prices that are too affordable so the quantity entering Indonesia is also greater. This is what reduces the existence of local products as a provider of sandals that are less trendy and affordable to meet people’s fashion needs.
Even though the product itself might be of interest in the local market, the product type does not have a top-of-mind brand. This type of foam sandals is broadly known imported from China. No specific brand as pioneer or market’s top of mind. So even though Malta is a new brand that has a low presence, it has a big opportunity for distribution and awareness in Indonesia. Malta must build trust and awareness from the audience for quite a time before the product is released. This is the challenge for Malta to distribute content that is independent of the product but is still able to attract audience attention by branding shown through social media activation.
The Solutions
Strategic and influential branding and social media activation that attracts the target audience, especially young people. This can be built by increasing reach awareness at the beginning so that the target audience knows about Malta first.
Therefore, Malta conducted social media activations on Instagram and TikTok using content pillar with the following keywords: contemporary, gen Z, and artistic.
Current means promoting shareable content that not only relevant to fashion and daily life, but also related to product trends. To showcase the gen Z vibe, Malta needs to develop design visuals that are experimental, fun, and playful. Malta created content that emphasizes daily wear with expressive and young talents to avoid misleading about the products.
What We Learn
Apparently, in 2 months, Malta had this huge awareness growth through social media mediums: 1330 followers growth, 57.500++ reach in Instagram, 7026 followers growth, 60.000+++ reach in TikTok
Joining the bandwagon aka trend would likely boost your social media growth and performance. Malta had FYP content that relied on the target audience’s taste. The result: Significant numbers of followers increase. FYP also affects the reach number of other videos. The detailed strategy for giveaway activation also grabbed more attention of the planned target market.
Shaping comprehensive brand narratives for enduring impact.
Shaping comprehensive brand narratives for enduring impact.
