How I Turned Kenangan into Indonesia’s Wedding-First Gift Registry Driving 60× Reach and 4× User Growth
About The Brand
Kenangan is Indonesian First gift registry app that cater to help people manage their event and gifts at ease.
Brand Manager
Leading a team of Creatives, Social Media, KOL & Community and Performance that supporting the end-to-end campaign checklists
5 Months
January - May
Unified Tools
META Business Suite, Looker Studio, Mix Panel, Google Firebase, Adobe PS, Adobe AI, Capcut
Weekly Tracker
Social Media (Views, ER, Link Clicks, User Sign Up) | KOL & Community (Views, ER, CPV, Coupon/Referral Code, User Sign Up) | Performance (CPI, CAC, Number of Installs, Impressions, CTR)
Challenges
When I joined, Kenangan was facing three core challenges:
Low brand awareness
Kenangan was still unfamiliar to most users. As a relatively new gift registry concept in Indonesia, the product required significant education before people could even understand why they should use it.
Slow user acquisition
Kenangan attempted to reach multiple audiences at once, from content creators, wedding couples, friends, and special-occasion gift givers. While the market was broad, messaging was fragmented, making it difficult to build momentum and consistently convert new users.
Flat gift checkout performance
Even when users signed up, gifting activity remained stagnant. The gap between discovery, intent, and actual checkout indicated friction in trust, use-case clarity, and activation.
Approach
The core of our strategy centered on focus, narrowing Kenangan’s positioning to one high-intent market and aligning every growth lever behind a single, clear narrative.
#1 Focused Market Entry as the Primary Growth Lever
Made a strategic call to prioritize one market first: weddings.
This decision was made because based on the FGD with 3 different segments (weddings, content creators and community), it showcase wedding couples demonstrated the strongest emotional urgency, higher willingness to try new digital tools, and a clear gifting pain point that Kenangan could uniquely solve.
We further narrowed our focus to Jabodetabek, where digital adoption is higher and gift registries are more culturally accepted, allowing us to validate product-market fit faster.
#2 Unified Narrative: “Beri Kenangan”
We introduced Beri Kenangan as a 3-month relaunch campaign designed to reposition Kenangan as a wedding-first gift registry platform.
The narrative was intentionally simple and flexible:
- Beri Kenangan Temanmu
- Beri Kenangan di Pernikahan
- Beri Kenangan untuk Momen Spesial
This allowed the brand to anchor itself around one emotional truth: celebrating meaningful moments should be effortless for both the giver and the receiver.
Every channel from product, content, ads, KOLs, and offline activations was aligned to reinforce this single story.
#3 Full-Funnel Alignment Across Channels
I rebuilt the communication system so all touchpoints spoke the same language.
- Content & Social focused on wedding use cases, real couple stories, celebrating actor/actress special occasions and gifting scenarios
- Paid media was concentrated on A/B test content based on what works on our organic & KOL
- KOL collaborations reinforced social proof within the wedding ecosystem
- Offline activations were reintroduced strategically to build credibility, trust, and portfolio
#4 Product Commitment to Weddings
In parallel, I worked closely with the product team to ensure the platform experience matched the narrative.
The commerce flow, digital invitations, and visual cues were re-curated so the entire experience clearly communicated: this product is built for wedding gifting.
Impact
- Drove ~10× growth in KOL reach within 3 months, scaling monthly views from ~100K to 8M+, and turning creator content into a primary top-of-funnel engine.
- Expanded Kenangan’s social media presence by 60× (9M+ organic reach), with TikTok and Instagram becoming the dominant discovery channels.
- Across all events, we successfully delivered 316 gifts, with 90% of them coming from wedding-related occasions.
- Achieved 3–4× uplift in user registrations during peak campaign periods, showing a direct correlation between content momentum and app adoption.
- Improved paid acquisition efficiency by >90%, pushing Cost Per Install down to Rp7–10K, the lowest CPI recorded for the product
- Increased feature adoption alongside registrations, with invitation creation and gift flows growing in parallel
- Generating 8.4K Linktree views and 6.03K clicks, with a 71.7% click-through rate to app install
Reach 2M+ Organic Tiktok Views
Nexius is a B2B SaaS platform built to help small business owners, freelancers, and MSMEs create their financial report with ease.
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