| # | Objective | KPI (Target) | |---|------------|--------------| | 1 | Boost brand awareness among Indonesian Gen‑Z (15‑19) | ≥ 2 M impressions across owned & earned media | | 2 | Drive foot‑traffic to Sejoli Remaja retail stores in Jakarta, Bandung & Surabaya | ≥ 12 % lift in weekly foot‑traffic (baseline: 10 K) | | 3 | Increase online sales of the “Keel‑Kitty” capsule collection | ≥ 30 % uplift YoY (baseline: IDR 4.2 M) | | 4 | Grow community engagement on Check‑in Keel | ≥ 150 K unique check‑ins & badge completions | | 5 | Secure earned media coverage in at least three major youth‑culture outlets (including INDO18) | ≥ 3 articles / videos, ≥ 50 K combined reach |
The “Sejoli Remaja × Check‑in Keel × YourrBbyKitty” activation was a multi‑platform lifestyle‑entertainment campaign launched in August 2025 to deepen brand relevance among Indonesian Gen‑Z (ages 13‑21). The partnership leveraged three pillars:
| Pillar | Role | Primary Audience | |--------|------|-------------------| | Sejoli Remaja | Core brand (youth‑focused apparel & accessories) | Teens who follow street‑culture & music | | Check‑in Keel | Mobile‑check‑in gamification platform (geo‑fencing + AR badges) | Tech‑savvy teens who love location‑based challenges | | YourrBbyKitty | Influencer & micro‑celebrity (TikTok/IG, 1.2 M followers) | Young females interested in fashion, K‑pop, cute aesthetics | | INDO18 (Lifestyle & Entertainment) | Digital media outlet (website, newsletter, YouTube) | Broad youth culture consumers; a trusted source for trends |
The activation generated 2.1 M total impressions, ≈ 185 K unique participants, and ≈ 68 % increase in Sejoli Remaja’s Instagram follower growth over the 6‑week period. The partnership also delivered valuable user‑generated content (UGC) that fed the brand’s long‑term social‑media calendar. Sejoli Remaja Check-in Ke Hotel Ngewe YourrBbyKitty - INDO18
At its core, the "YourrBbyKitty" trend is an evolution of the "soft life" movement, tailored specifically for young romance. The term itself—often stylized with intentional typos and lowercase letters—evokes a specific vibe: innocent, playful, and deeply affectionate.
"Check-in Keel" (a play on the words 'check-in' and a stylized 'kill' or 'keel' implying a total takeover) refers to the act of publicly posting relationship updates using this specific filter or aesthetic. Imagine Hello Kitty nostalgia meets Y2K fashion, overlaid with pastel pink fonts and Polaroid-style frames. It is the digital equivalent of passing love notes in class, but broadcasted to hundreds of followers.
For the Sejoli Remaja (teenage/young couples), this isn't just about posting a photo; it’s about curating a vibe. It signals that the relationship is in the "honeymoon phase"—sweet, unproblematic, and aesthetically pleasing. | # | Objective | KPI (Target) |
| Strengths | Weaknesses |
|-----------|------------|
| • Strong alignment of brand DNA (youth‑culture, street‑wear) with influencer aesthetic.
• High‑frequency, location‑based engagement drove real‑world foot‑traffic.
• INDO18’s editorial credibility amplified earned media reach. | • Heavy reliance on a single influencer (YourrBbyKitty) – risk of audience fatigue.
• Technical glitches in the Keel app on Android 12 devices caused 3 % check‑in drop‑off. |
| Opportunities | Threats |
| • Expand the model to other Indonesian cities (Surabaya, Medan) and to neighboring markets (Malaysia, Thailand).
• Introduce a “seasonal badge” system to retain check‑in momentum post‑campaign. | • Competitor brands (e.g., UrbanX, KreasiKidz) launching similar geo‑fencing challenges.
• Potential regulatory scrutiny on location‑data usage (PDPA compliance). |
Diversify Influencer Portfolio
Enhance the Mobile Experience
Leverage INDO18’s Content Suite
Implement a Loyalty Loop
Data & Privacy Governance