Indonesia’s Advertisers of the Month: August 2022

MAMA Lemon has registered the biggest increase in advertising awareness in Indonesia for the month of August 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the automotive brand saw an uplift of 8.6 percentage points over the four-week period.

MAMA Indonesia launched a two-month long campaign (1 July to 31 August) with retail chain Indomaret from 1 July to 31 August, in which customers who posted on Instagram about their purchase of any MAMA Lemon / Lime product from Indomaret worth at least IDR 20,000 stood to win a range of kitchen appliances, shopping vouchers and even gold bars.

Additionally, e-commerce platform Tokopedia also ran an Independence Day promotion on 17 August 2022, which featured discounts and cashback of up to 90 percent on a range of products that included Mama Lemon dish soap.

According to data from YouGov BrandIndex, Mama Lemon’s Ad Awareness score rose from a low of 33.8% on 26 July to a high of 42.4% by 25 August. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

Additionally, liquid detergent brand SoKlin recorded a 6.9-point spike in Ad Awareness from 25.5 on 29 July to 32.4 by 24 August, while Indomaret saw its Ad Awareness climb six percentage points from 39.8 on 31 July to 45.8 by 25 August.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Indonesia from 26 July to 25 Aug 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.