Creator Marketing Governance in Indonesia with IDN

Creator marketing is a significant part of Indonesia’s economy. The sector contributes more than IDR 8.4 trillion (USD466 million) to Indonesia’s GDP and supports more than 190,000 full-time jobs, with brands playing a critical role in its continued growth.

But as investment in creator marketing grows, so does a more fundamental question: are brands building the capabilities needed to understand and improve the returns from creator marketing?

A closed-door discussion with local marketing leaders

mediasense and Indonesian consumer technology and multi-platform media company IDN welcomed growth leaders from across Indonesia’s leading brands for a closed-door conversation about the challenges emerging from the growing creator marketing ecosystem.

A common challenge faced by marketers is that creator activity can span media, content, commerce and performance, while execution may be distributed across agencies, specialist partners and platforms. That makes it harder for brands to retain a consistent view of creators, costs, rights and performance from one campaign to the next.

Discussed at the event was the opportunity is to build what we call “creator memory”: an advertiser-owned body of knowledge that compounds with every campaign. Rather than repeatedly rediscovering which creators work, what they cost and how they perform, brands can retain creator-level intelligence covering commercial history, deliverables, rights, performance and previous collaborations.

The goal isn’t necessarily to bring creator marketing in-house. It is to ensure that the learning stays with the brand, even when agencies, platforms or partners change.

For Indonesian marketers planning their next phase of growth, that suggests three priorities:

• Understand the true investment. Build a consolidated view of creator fees, production, commissions and paid amplification.
• Be deliberate about the operating model. Clarify what partners execute and what data and knowledge the brand retains.
• Start building institutional memory. Make each campaign smarter because of what the organisation learned from the last one.

Indonesia’s creator economy is already substantial. The next advantage may come not simply from spending more, but from learning more systematically from every rupiah invested

A special thank you to the IDN team for sharing their insights, especially William Utomo (Founder and COO, IDN) and Hana Novitriani (VP, ICE at IDN), for being such a valued partner. We’re also grateful to the leaders from Gudang Garam, Indofood, Kawan Lama Group, Mayora, Mondelez, Paragon, Telkomsel, Xiaomi Indonesia and many more who joined us.

To explore how your brand can build a stronger, more accountable creator marketing model, contact us here.