Community Media Support

Project Overview

vivo CLUB is an Android smartphone community from Vivo Indonesia which is expressed through web forums and social media. This community is a forum for online discussion for Vivo smartphone users. vivo CLUB Indonesia supports local community activities that can share and inspire Vivo CLUB Fans through their digital platforms, namely vivoCLUB.id and Instagram @vivoclub.id.

Converting Community Activities During a Pandemic into a Digital Web Forum

Limited offline activities caused by the COVID-19 pandemic have hampered the vivo CLUB program, which was previously routinely carried out from campus to campus or community to community. vivo CLUB still wants to reach its members by changing the form of the program to a digital activation program, with the web forum being its main asset.

Innovation is essential as an adaptation or transition from previously offline to online, Vivo CLUB makes several activities. The first activation is #ActivateHere, which invites old members to activate their accounts on the new Vivo CLUB forum equipped with various features such as thread categorization based on interests, chat between members, points, referrals, and prize redemption. Through this digital forum, Vivo CLUB members are active in sharing stories about life, hobbies, lifestyle, campus, or gadgets.

After successfully inviting the previous members to join the digital forum, vivo CLUB continues a series of other activities, namely #IkutvivoCLUBAja to invite new members to join the digital forum and actively create threads with quality content. The #ActivateDisini and #IkutvivoCLUBAja activities managed to get 1,468 new members spread across various provinces in Indonesia.

As a reward for members with the most likes and comments, Vivo CLUB provides several member benefits such as 500 points that can be redeemed for various prizes, and the opportunity to win the HP Vivo V20 Grand Prize.

Building Member Engagement and Creativity

Taking advantage of the momentum of the football championship organised by the European Football Union, Culturo helps vivo CLUB in building engagement with football fans and creating a #Euro2020 campaign through the vivoclub.id forum, also supported by activities on social media for a more suitable audience type. with photo or image content.

One of a series of activities from the #Euro2020 campaign, such as #ForMomentsTogether

Introducing several football lovers communities @ligamamat, @saber.fc, and @noname.fc. Through the vivoclub.id forum, members are challenged to create a thread #ForMomenBersamavivoCLUB and also actively give likes and comments on other threads.

To increase the diversification of vivo CLUB fan members from various backgrounds, Culturo helps increase the number of members for vivo CLUB Indonesia by collaborating on cross-market segmentation with Female Daily. The image of the gadget forum is mostly towards men, while Female Daily is a beauty platform whose members are mostly women.

The collaboration with Female Daily is the #DailyColorswithvivoV21 makeup challenge. This campaign succeeded in attracting the interest of more than 400 participants, participants were asked to upload photos of makeup creations using colours inspired by the Vivo V21 product, namely purple and Fuschia. Through this cross-market segmentation strategy, Vivo CLUB and Female Daily have managed to get a more diversified audience. It is hoped that this will inspire other brands to add a variety of audiences from different industry segments.

Improving branding and content quality on social media and conducting community activation

As a form of brand activation, vivo CLUB continues to carry out branding activities to increase its audience segmentation. Not only the Android gadget community, but Vivo CLUB also hooked other community members with different backgrounds by creating the #SiBeraniBeda segment via Instagram @vivoclub.id.

Another form of brand activation when the number of COVID-19 cases increased, which resulted in the re-implementation of PPKM, Culturo helped vivo CLUB by holding a series of #BeraniMenginspirasiTalk events that aim to keep members productive and also innovative with at-home activities.

Invited four speakers according to their respective passions. Topics delivered included Creative Ways to use Social Media During a Pandemic, Virtual Graduation, Virtual Work, Staying Sane During a Pandemic, and Life Hacks in the Kitchen. The event, held through Instagram live @vivoclub.id, received many viewers and good feedback from followers.

To continue increasing brand awareness in the food or foodie segment, Culturo Vivo CLUB is making the #InspirationJawara challenge, where participants upload photos of mainstay foods in their area by using the camera feature of the latest Vivo v21 5G mobile unit. The Instagram challenge managed to get 2,000,000 impressions, 2,690 engagements, and 1,622 additional followers on Instagram.