Promoting brands with ADSvokat
By Yunnie Marzuki March 7, 2018
- Aims to elevate the use of traditional advertising mediums through technology
- Targets college students as ambassadors who want to earn an extra allowance
FORMER OLX Indonesia chief executive officer Daniel Tumiwa with other three co-founders have founded ADSvokat, a mass crowdsourcing platform which connects brands (advertiser) to local college and university students as brand ambassador through Out-of-Home (OOH) advertising mediums that integrated digitally and non-digitally.
After leaving the OLX Indonesia marketplace in May 2017, Daniel was inspired to found ADSvokat to elevate the use of traditional advertising mediums with the help of technology. OLX.co.id is Indonesia’s largest e-commerce platform and Indonesia’s third largest local website (according to SimilarWeb).
“We see traditional ad mediums as still being effective so we aim to revive them digitally.”
Daniel also sees the potential of young people who have not yet been introduced to the use of digital media. According to him, many young people use social media simply to interact with each other.
“In fact, if they want to try, they can earn additional pocket money from social media. To this end, ADSvokat is present for young people who want to have an extra allowance.”
By bringing in the spirit of youth advancement, the four founders of ADSvokat are convinced that this platform can develop the life skills of Indonesian youth, as well provide them with useful knowledge, to prepare them to face post-study activities.
“Our ultimate goal is aggregating youth in movement, by providing a medium that young people can use for the process in self-development,” says Daniel.
How it works
To become an ‘ADSvokator’ (brand ambassador), they need to register through the mobile app and after the registration is completed, they are able to choose an ongoing brand campaign and the mediums that they want to use to promote the brands.
ADSvokat provides various challenges in the form of brand campaigns. College students who are willing to become ambassadors of their brand of choice have to complete some tasks such as sticking brand stickers on cars, motorcycles, helmets or laptops. They will also be asked to take selfies and upload it on a personal social media account.
The success rate will be measured based on impressions and engagement which is determined by the number of ambassador’s checkpoints in distance and duration of trip and route.
Brand ambassadors will receive extra rewards through gamification and if they are able to invite their friends to join as ambassadors.
Image recognition (through selfies) and data analysis will be used to measure brand awareness and exposure of a campaign.
“These technologies will make it easier for brands to see more of their products through the brand ambassador,” explains ADSvokat co-founder and chief technology officer Heru Herlambang.
On the other hand, brands can connect directly with the brand ambassador and judge their performance through the platform.
Assessment can be done based on the performance of each ambassador. Brands can provide rewards in accordance with the performance or points obtained.
Daniel adds that, in order to receive their rewards, ambassadors have to complete a minimum of 50% of their tasks.
Business model, funding, and target
Serving as offline to online (O2O) business model, ADSvokat recently collaborated with four brands, namely, Clear, Tokopedia, BCA Sakuku, and Telkomsel Loop. The plat form has more than 4,000 ambassadors and 2,000 daily active users.
“We also aim to have 60 brands that will conduct more brand campaigns with us and 60,000 daily active ambassadors,” says Daniel.
As the strategy, Daniel says that he introduced the company to advertising agencies and also is learning from the client and user feedback.
He admits that each client faces different challenges so his company has to be able to solve them in different ways.
Daniel explained that ADSvokat is internally funded with some undisclosed angel investors joining in. They are currently looking towards a Series A funding round.