OBJECTIVE

Indonesia’s culinary heritage is globally recognised, but its influence within the UK food and travel space remained largely untapped. The Indonesian government and Wonderful Indonesia saw an opportunity to change this by tapping into the creator economy. As an international client, they needed a UK-based partner who could execute seamlessly, secure the right influencers, and host an event that immersed guests in Indonesia’s rich food culture. Disrupt Marketing was trusted to deliver a campaign beyond awareness, aiming to grow Wonderful Indonesia’s Instagram following and drive engagement through a competition. Success hinged on impressions, with a 4.5 million target, alongside increased social interaction.

SOLUTION

With just two weeks to execute, speed was critical. Disrupt activated its network of food and travel creators, securing 11 high-impact UK influencers capable of really bringing the campaign to life. Our campaign rolled out in two phases. Pre-event content built anticipation through social-first cooking and dining content in which creators teased the Instagram competition. The centrepiece was an exclusive event at Tabo, hosted by His Excellency Mr. Desra Percaya and Wonderful Indonesia, with a specially curated menu from chefs Pino and Rahel. Capturing the culture and flavours of Indonesia, influencers created compelling content to extend the campaign’s reach. A second wave of content amplified the event experience, with paid media boosting visibility beyond organic performance.