Client: Aryo Djojohadikusumo (political candidate)
Category: Nonprofits & Government
Agency: Right Hand Indonesia
Aryo Djojohadikusumo was running for Indonesian parliament. He was new to politics but was part of the Gerindra party and leader of its youth political arm, Tidar.
His region was also considered a “hot zone” as its top political figures had never been in Parliament. Agency Right Hand Indonesia knew that it needed a new approach and chose mobile to directly address and measure its audience.
The targeted area was Northern and Western Jakarta, with a total of 1.8 million prospective voters at least 17 years old. The campaign focused on first-time voters between 17 and 21 who loved their mobile devices and social media.
The advantage was Aryo Djojohadikusumo’s own youth and his belief that digital media was the way to win the election. The strategic direction of digital can be changed within seconds, and a dashboard reporting system used by Right Hand in real-time would allow it to act swiftly according to campaign trends.
First, Right Hand introduced Aryo Djojohadikusumo through a social media campaign. The agency built his online profile, covered his daily campaign routine and added several social activities to get young people interested. The page focused on emotional topics, such as motherhood, education, Indonesia landscapes, rather than political policies.
Next, Aryo Djojohadikusumo was introduced as an individual running for the legislature with the Gerindra Party. He discussed his public concerns, such as social welfare, education and sustainable food. Right Hand used a series of video ads in his social media channels and through mobile penetration.
During the campaign’s final phase, the message urged voters not to waste their votes on other candidates.
Aryo Djojohadikusumo was ranked third in the final round of voting and was elected as a member of Indonesia’s parliament. With more than 1.2 million impressions, he earned 52,000 votes. Right Hand concluded that new mobile technologies will be key to influencing public perception in elections to come.