JAKARTA: Decorative paints manufacturer Jotun has handed its digital duties in Indonesia to Fortune PR.
The 12-month contract was awarded in mid-June after a pitch called in mid-April, which involved five other undisclosed agencies.
The firm is tasked with maintaining the brand's digital assets, including its website and social media accounts.
Jotun previously worked with an online community called Female Daily, which provided a digital agency-like service for one year.
Luciane Tansil, decorative marketing communication coordinator at Jotun Indonesia, noted that Fortune PR was selected for its unique and creative concept, as it was able to provide “new and fresh ideas to increase engagement” with online fans and consumers.
The campaign will focus on creating engagement with Jotun's online customers, alongside offline brand activation, to create a wider impact.
Thomas Franky, associate director at Fortune PR, said “the client challenged us to provide fresh ideas that are different than other agencies, and we succeeded in convincing them with our ideas and concept.”
He said the incumbent has helped Jotun secure its position in Indonesia's digital landscape, reflected by the number of followers and the interactions on digital channels.
“Knowing this fact, Fortune PR had to be able to present fresh ideas on how to improve and strengthen Jotun's position. Regular strategy will not work; we need to think outside the box,” he said.
The growth of Indonesia's property industry has resulted in an increase in the use of decorative paints in houses and apartments.
Jotun is focusing on producing decorative paints for interior, exterior, as well as wood and steel.
Franky noted that the competition in the digital sphere for decorative painting brands is tough.
“Now, almost every brand is using digital marketing to engage with its users,” he said. “In order to win or even stay in the race, a decorative painting brand needs to have a good and engaging strategy for its online audience.”
This story originally appeared on the website of Campaign Asia-Pacific, the sister publication of PRWeek at Haymarket Media.