Influencer Marketing
GoCar “Pernah Gak” Campaign
Intimate artist meet-and-greet experience produced in New York City, designed to connect fans with an international recording artist through a curated, in-person event.
Company: GoCar (Gojek)
Campaign: “Pernah Gak”
Platform: Tiktok and Instagram
Audience: Millenial & Gen Z
Timeline: June 2024 - August 2024
Project Snapshot
“Pernah Gak” is an evergreen strategy created to connect GoCar with audiences through relatable, everyday experiences rather than traditional promotional messaging. The campaign leaned on influencer storytelling to reflect moments users naturally associate with ride-hailing, positioning GoCar as part of daily life.
Context
Increase relatability and brand connection among audiences
Leverage storytelling to reflect everyday GoCar use cases
Encourage authentic engagement through creator-led content
Strengthen GoCar’s presence on short-form social platforms
Objectives
Approach
Authentic Storytelling
Aligning creators’ authentic storytelling with overall campaign messaging.
Short-form Focus
Prioritized short-form video formats that align with TikTok and Instagram Reels consumption behaviors.
Positioned GoCar as a familiar part of daily routines by highlighting common experiences audiences could recognize themselves in.
Relatability
Reviewed creator profile and storyline to align with campaign’s goal and objectives
Assisted in coordinating content direction to maintain consistency across all creators
Supported campaign execution and monitored campaign performances across platforms
Contribution
This project reinforced the importance of clear communication, adaptability, and attention to detail in live event environments. Managing multiple stakeholders highlighted how strong preparation directly impacts the quality of the guest and artist experience.