Get to Know JD Sports and Chocolatos, Two Supporting Brands of SAMA Alliance’s Launch

SAMA Alliance recently established its branding and mission to the public on 29 August 2024 during a press conference held at the GranDhika Hotel in South Jakarta. However, the success of the launch event wouldn’t have been possible without the support of two famous brands whose past digital marketing strategies were assisted by SAMA Alliance’s member agencies: JD Sports and Chocolatos. 

SAMA Alliance is highly grateful for their aid, which is why the alliance strives to help more brands follow in the footsteps of their successful digital marketing campaign. How did SAMA Alliance contribute to their marketing? You can find out more here!

JD Sports At a Glance

JD Sports is a lifestyle and footwear brand from England that opened its first retail store in Indonesia in 2022. Since then, the brand has remained notable among Indonesian consumers for its wide range of well-known labels, such as Nike, Adidas, and Puma.

Focusing on youth culture and modern fashion, it quickly attracted a loyal customer base. The brand’s sleek store designs and strong online presence helped JD Sports gain traction in Indonesia’s competitive retail environment.

JD Sports’ Foray into Digital Marketing

JD Sports’ online visibility is partly due to its creative digital marketing strategies concocted by one of SAMA Alliance’s member agencies, as detailed below:

1. Latest campaign

JD Sports launched a series of TikTok marketing campaigns with the hashtag #JDMau. They published several short-form videos implementing the latest humorous trends among their target audience to attract the younger generations. These videos showed bite-sized lifehacks, highlighted satisfied customers’ testimonials, and showcased their products in various fashion styles and occasions. 

They combined those strategies with more sales-boosting tactics, such as holding a free product giveaway, TikTok live shopping sessions with exclusive discounts, and time-limited collaboration campaigns with notable influencers.

2. Output

Before the TikTok marketing campaign, JD Sports did not have an active and established social media profile. However, by the time the campaign concluded at the end of 2024’s first quarter, they had created 6 TikTok playlists and amassed more than 162,000 followers, 200,000 likes, and 20 million views in their TikTok profile.

About Chocolatos

On the other hand, Chocolatos focuses on indulgent snack products. Manufactured by Garuda Food, a leading Indonesian food company, the brand is known for its wafer sticks filled with rich chocolate or vanilla cream. Its appeal lies in offering a premium feel at affordable prices, targeting a wide range of consumers, from children to adults. 

Chocolatos built its reputation in Indonesia by leveraging widespread distribution in supermarkets and convenience stores and catchy advertising campaigns.

Chocolatos Digital Marketing Case Study

However, Chocolatos’ catchy advertisements aren’t just limited to TV commercials. In response to the rise of social media use, it has implemented a creative brand activation strategy to promote the business further. Here is how one of the SAMA Alliance’s member agencies helped with their campaign:

1. Latest campaign

In November 2023, Chocolatos held the Chocolatos Trip to Bali event, targeted toward 9-to-5 office workers. Customers were encouraged to buy as many boxes of Chocolatos Delight as possible to win a raffle. Then, Chocolatos would choose fourteen lucky winners for an all-expenses-paid trip to Bali, where they could mingle, visit various notable tourist landscapes, and enjoy a luxurious gala dinner at Jimbaran.

How did they sway the customers’ purchasing decisions? The key lies in choosing a destination favored by their target market. Chocolatos discovered Bali was the top choice for many young adults’ travel bucket lists to unwind from their hectic work routines. So, Chocolatos collaborated with famous influencers to promote the raffle. Furthermore, they held various weekly challenges involving the product to build excitement and encourage more people to join.

2. Output

Thanks to the creative marketing campaign aided by a digital marketing agency, Chocolatos has attracted more than 5,000 participants for the raffle. However, its achievement doesn’t stop there; it has resulted in more than 143.915 engagements (combined total of likes, comments, and shares) and reached more than 7.335 viewers of its Meta ads.

Chocolatos provided snacks and refreshments for representatives from various digital marketing agencies attending the event, and JD Sports provided sponsored sneakers and sportswear clothing. Thanks to their support, SAMA Alliance’s launch event brought a sense of camaraderie to build and strengthen potential partnerships among Asian digital marketing agencies and brand representatives, who are looking forward to attracting more consumers from different Asian countries.

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