Maverick is a communications consultancy

that makes anything complex sound simple; anything simple sound important.

We do this through our ability to strategize and to execute flawlessly against it using earned, shared and owned media

INNOVATIVE PLATFORMS

Platforms

that are relevant to the communities that matter to us and our clients.

SERVICES

Corporate Communications

Services

Crisis and Issues Management

Services

Media Relations

Services

Consumer Brand Building

Services

Corporate Training

Services

Digital and Social Engagement

Services

Design

Services

Media Monitoring

Services

Analytics

Services

BLOG

Cara Baru Untuk Viral?

Kapan terakhir makan di KFC Indonesia? Jika baru-baru ini, apakah Anda sadar bahwa KFC Indonesia tengah melakukan kampanye #NoStrawMovement?

Kampanye ini sebenarnya sudah berjalan sejak Mei 2017. Jika kita gabungkan dengan jumlah gerai KFC yang mencapai 608 toko dan kegemaran makan KFC yang tidak pernah surut, seharusnya kampanye dapat berjalan secara efektif bukan?

Sayangnya bukan itu yang terjadi. Banyak orang yang masih belum sadar akan kampanye ini. Padahal kampanye ini juga dilakukan juga secara digital oleh KFC Indonesia dan didukung oleh berbagai influencers seperti yang bisa kita lihat di berbagai tautan ini:

dari KFC Indonesia

Dari Kevin Aprilio:

Dari Slank:

Dari Scubadivers.id

Dari Lolita Lavietha:

Dari Greeners.id:

Menariknya kampanye ini justru mendapatkan perhatian banyak orang saat ada cuitan yang viral ini

Viralnya percakapan ini memang dapat dilihat dari berbagai sisi. Namun saya ingin membahasnya dari sisi kampanye digital.

Semenjak pemilihan presiden 2014, konten yang cepat viral di media sosial adalah yang memiliki unsur negatif. Efek buruknya, berbagai berita negatif dan hoax dengan mudahnya tersebar.

Selain itu, perdebatan juga menjadi tontonan favorit netizen, kali ini mereka dapat memberikan pendapat atau sekedar memanas-manasi. Konten perdebatan ini nantinya akan di sebarkan lagi, dan membuatnya makin viral.

Apakah kampanye digital harus bergeser ke arah seperti ini agar viral? Bisa jadi. Tapi tentu saja bukan dengan berbagai hal yang negatif, lebih ke sesuatu yang unik dan berbeda dengan kampanye digital yang “lurus”.

Brand sudah harus memikirkan jenis konten apa saja yang akan memancing keingintahuan netizen. Menurut saya, brand bisa membuat “keributan” agar netizen tertarik untuk menyebarkan atau memberi komentar dari konten tersebut.

Dalam penyediaan konten seperti ini posisi brand menjadi penting. Brand perlu menjadi hero, bijak dalam menjawab, dan memberi informasi yang benar. Kerja sama dengan influencer dapat dilakukan sebagai agen yang menyebarkan di kanal mereka masing-masing. Dengan ini percakapan akan lebih terasa organik.

Jika kita berkaca pada cuitan soal pelanggan yang protes tadi. Kita bisa lihat bagaimana sebuah percakapan yang organik tercipta. Tentu saja ini bukan bagian dari kampanye KFC untuk mempromosikan #NoStrawMovement, tapi karena cuitan itu #NoStrawMovement menjadi lebih terdengar gaungnya. Selanjutnya tinggal bagaimana KFC Indonesia menggunakan momentum ini untuk memperluas kampanye mereka.

Ditulis oleh Rendy Imandita, lead designer dan consultant Maverick.

AMEC Summit 2018: Integrated Communications and Measure Beyond Output

Photo credit: AMEC

Maverick’s commitment to taking measurement seriously in our communications planning involved sending Partner Ong Hock Chuan and Director Monitoring & Analytics Felicia Nugroho to the AMEC Summit in Barcelona from June 12 – 14. Here are their take away from the summit.

It is certainly not business as usual for media monitoring services.

More print publications are closing down by the day, readers have switched to either reading the news online, on digital platforms or relying on links shared on their chat applications such as WhatsApp.

Read More

Adaptasi Industri Perbankan Menghadapi Tren Digital

Industri perbankan semakin beradaptasi dengan tren digital yang terus berkembang. Beberapa bank besar tercatat gencar meluncurkan produk dan layanan digital, baik secara mandiri ataupun menggandeng perusahaan financial technology (fintech) selama Januari – Maret 2018. Di periode tersebut, tim Maverick Indonesia juga melakukan analisis atas berbagai pemberitaan yang tertuang dalam Maverick Banking Media Performance Report Q1-2018. Laporan ini mengukur pencapaian strategi komunikasi publik dari 20 bank terbesar di Indonesia dengan memonitor peliputan industri perbankan di 20 media serta media sosial.

Read More

“The Maverick team imbues the perfect PR combination of passionate pitching and commercial thinking.

The team has an innate ability to understand their client’s philosophy and work hard to develop campaigns that resonate locally while protecting the client’s ethos. The Maverick team was a key player in the successful launch of Dyson in Indonesia; meticulously organizing press visits, launch event and product review program. With it garnering first rate coverage.”

Sarah Arts
Sarah Arts PR Manager, Dyson Southeast Asia

“I’m glad to be supported by a group of professional and reliable people such as the Maverick team.

 They know how to handle crisis composedly, are able to deliver what is promised and agreed, and always willing to go extra miles to achieve our objectives. We can always depend on the Maverick team to come up and share insights about communications & media strategies. By the end of the day, all those qualities are what make us see the Maverick team as more of a partner than client-agency relationship.”

Viona Ong
Viona Ong Brand Manager, Heineken Indonesia

“We worked together with Maverick through a difficult situation,

 but Maverick’s professionalism, availability, and composure managed to help us contain the damage, going beyond communications strategy. Also, the quality of their work remained consistent, helping us not just to manage the situation, but also to create an awareness for our newest product as an effort to move on from the situation.”

Erditya Nur Arfah
Erditya Nur Arfah Corporate Marketing Senior Manager, Bluebird Group

“Working with the Maverick team has been a wonderful pleasure.

We have always been looking for a partner that not only knew what we needed, but could also augment our strategy and take our brand to the next level in Indonesia. We are happy to have a highly committed and forward-thinking team that is equally passionate for our brand and business. Not only do they understand every assignment, they are always prepared with great ideas, sound counsel and strategic advice.”

Ada Sarah Yen
Ada Sarah Yen Senior Marketing Executive, Sennheiser Asia

“Maverick has shown great integrity during years of partnership, is able to deliver results and exceeds expectations at times.

As a partner Maverick also went further than just receiving and executing requests. They were able to balance our views on occasions, even though it was different from our initial decision. The team was always responsive and able to talk through different channels, from conventional media, digital media, and even social media influencers and communities.”

Arra Primanta
Arra Primanta FormerMarketing Public Relations Manager, PT HM Sampoerna Tbk.

“We have been working together for more than two years.

 Maverick is a professional PR partner proven in resolving crisis management and maintaining OPPO’s good reputation in Indonesia. We hope the cooperation will continue so in the future we will have better outcomes and result in the increase of people’s awareness of OPPO brand in the Indonesian market.”

Aryo Meidianto
Aryo Meidianto Media Engagement, OPPO Indonesia

“Maverick has been working with Airbus Group over the last 10 years.

 I’ve always been impressed by their high quality work and their ability to provide flawless execution under challenging conditions. The work undertaken by Maverick has certainly played a key role in enhancing the awareness of Airbus Groups and its products in the Indonesian market.”

Jose Jacinto Monge Bravo
Jose Jacinto Monge Bravo President Director, PT Airbus Group Indonesia