The SKIPPY® Story: From Zero to Engagement Hero
Since November 2019 to October 2021, our mission has been to ignite the Indonesian passion for SKIPPY® Peanut Butter on Instagram, starting literally from scratch. For nearly two years, we didn't just maintain an account—we built a highly engaged community.
Our strategy was simple: make SKIPPY® fun, useful, and absolutely irresistible. We organized our content around four pillars that hit all the sweet spots:
The Recipe Hub: Inspiring new ways to use SKIPPY®, including unique recipes submitted directly by our amazing fans.
Quick Fixes: Delivering useful Tips & Quotes for everyday life and snacking.
Brain Fuel: Keeping the community sharp with engaging Trivia & Quizzes.
Interactive Play: Constantly exploring creative ways to connect through both Feed and Stories.
Driving Growth and Loyalty
Every week, we launched diverse creative challenges to keep participation high. The rule was simple: follow SKIPPY® to join the fun and win awesome goodies or cash prizes.
Our promotional fuel was smart advertising: initially targeting audiences interested in cooking and humor, we recently shifted to Lookalike Audiences based on those who have already engaged with us. This sophisticated targeting amplified our growth significantly.
The Winning Formula (and the Lesson Learned)
The data showed us one clear winner: Quizzes were significantly more effective at driving engagement and follower growth than traditional KOL campaigns. They're fun, fast, and reward participation instantly.
However, we learned a crucial lesson: when quizzes required participants to buy the product to enter, enthusiasm dropped. Our focus remains on creating easily accessible, high-energy challenges that prioritize engagement and community spirit first.
