AYO Kelontong

Sampoerna Retail Community (SRC), under the guidance of PT HM Sampoerna Tbk, aims to modernize traditional roadside stalls, or "warung," to appeal to a younger audience. SRC is now the largest Modernized Grocery Store Community with around 165,000 members.

However, with the popularity of online shopping and stores, SRC faces the challenge of not being known to the loyal customers who are used to going to their nearby traditional stores. To address this, SRC has decided to be innovative and increase brand awareness through the development of a platform. This platform represents the positive spirits of SRC as a sub-brand, supports players in the retail ecosystem, and raises awareness of SRC as the "New and Upgraded Traditional Market" in the digital ecosystem. The focus is on SRC's capabilities and shopping experiences.


  • The goal of this campaign is to upgrade traditional "warung" roadside stalls and make them appeal to a younger audience. With the rise of technology and popularity of online shopping, we aims to increase brand awareness and raise awareness of their stores as modern and upgraded traditional markets by creating a platform that represents their positive spirits and values. The goal is to support players in the retail ecosystem and focus on providing customers with convenient and enjoyable shopping experiences.


  • To upgrade Warung and introduce 'Toko Kelontong SRC' as a new, affordable, flexible, and dependable traditional market, the SRC campaign "Andalan Kita" was created to show consumers that there is a reliable choice for their daily needs. The platform "AYO Kelontong" was created to encourage consumers to become reliable for their families by meeting their grocery needs through the SRC market. Organic, always-on content and digital activities are provided to drive engagement, such as daily activities and shopping habits, and fresh content on Instagram showcases how the SRC market meets customers' needs while allowing them to do other activities, promoting improved shopping experiences and supporting local businesses.


  • We defined our objective as supporting the brand to evolve and create more awareness through engagement and reach. The measurement we used to measure the success of this campaign are, but not limited to:
  • - Achieved an average engagement rate of 10.56%, which exceeds targeted KPI by 163%.
  • - Achieved nearly 1 M organic reach, which exceeds targeted KPI by 144%
  • - Increased the number of followers by over 5 K organically in 6 months since the launch of ‘Andalan Kita’. We achieved to gain loyal followers and awareness from our niche targeted audience.
  • Besides having achieved the success measurements, we also strengthen the brand identity of SRC as 'Toko Kelontong Masa Kini' and standardize digitalization
  • We can see that SRC evolved and has resulted in increased engagement and a broader reach from potential audiences. We can see from Pesta Retail Daerah that audiences support and stick to brands as long as they can provide the best experience, not only in shopping but also in how brands can consider the audience as a part of them


  • Retainer: Campaign & Activity Management
  • Retainer: Report & Performance Analysis
  • Retainer: Website (Content, Moderator, Technical, etc)
  • Strategy & Consultation