Hello, OptiMIST People!
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive more into how brand jingles are turning into one of the most favored marketing tools in today’s world.
When it comes to advertising, do you have a very memorable ad that is always spinning in your head?
In today’s modern world, there are numerous methods on how to market your products/services. Most methods have the same purpose, which is to empower and make your products/services more visible or more recognizable to consumers. In this case, one method in particular is seemingly more favored among Indonesian brands, brand jingles.
Brand jingles are advertisements hidden in a song that have many advantages in terms of building a form of free advertising triggered by the impressions, feelings, and thoughts of customers through word-of-mouth marketing. Well-crafted jingles often have catchy lyrics and choruses that are remembered consciously or subconsciously by those who hear the song. In the early 20th century, when radio was primarily used for broadcast advertising, jingles were an excellent branding tool. A good jingle stays in the mind of the audience, but it also makes a statement about a brand’s uniqueness. It leaves a message that lingers with potential customers long after they first hear it. Hence, brands can easily build a new customer base with a few simple lines of the song.
One of the popular e-commerce companies in Indonesia, Tokopedia, always makes a jingle when they open “Waktu Indonesia Belanja” promo on the 25th until the end of the month. WIB promo is held when Indonesian workers get their salary. They also use famous people as their models to make their jingles even more engaging. This is the example of today’s Tokopedia WIB promo jingle.
The campaign that Tokopedia did paid off greatly. Not only they received millions of views on their YouTube channel and heartwarming comments from all across the archipelago, but also in 2021, Tokopedia managed to have the most application visitor traffic for two consecutive quarters with a total of 135.1 to 147.8 million and also managed to have the largest transaction value in Indonesia with a transaction value of US$ 37.45 billion.
Another brand’s memorable jingle comes from an instant noodle brand in Indonesia, Indomie. What goes in your head when you hear their jingle? It gives you little flashbacks about your childhood, right? Yes, it’s because they created their jingle many years ago. Every year, they always recreate their jingle without changing the lyrics. It allows us to memorize every word in their song. Compare the Indomie’s jingle that existed in 1997 and 2022! Not too different right?
The marketing carried by Indomie success made them become the most-eaten instant noodle in Indonesia. Indomie can control the instant noodle market in Indonesia by 70.7%. Moreover, they always increase their profits every year.
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