by.U: Aneh Tapi Nyata
Client
Service
Industry
Rebuilding relevance in a generation that never moves linearly.
Agency
Scope of Work
- Campaign Optimization
- Creative Direction
- Performance Marketing
In a market where everyone claims to understand Gen Z, Aneh Tapi Nyata delivered proof through culture, clarity, and results.
Challenge
Speaking Gen Z’s language did not mean understanding Gen Z’s rhythm.
Indonesia’s telco market had reached a point of cultural saturation, especially among Gen Z. Every brand claimed to be “Gen Z-friendly,” adopting similar slang, visual styles, and promotional mechanics, resulting in high message familiarity but low emotional relevance. by.U realised that speaking Gen Z’s language did not equal understanding Gen Z’s rhythm. To reconnect with Gen Z in a way that felt true rather than performative, we needed to close the gap between perception and lived behaviour, and turn that understanding into a scalable brand system rather than a one-off creative moment.
Approach
Behavioural alignment became the new media strategy.
To close this gap, we built Aneh Tapi Nyata as a brand platform that embraced the contradictions of Gen Z life. Habits that look strange from the outside are deeply real and functional from within. At the same time, we observed a shift in how Gen Z moved across media. Discovery often happened in one environment, while conversion frequently occurred later through re-exposure on another platform. This led us to design a behaviour-led media architecture built around cross-platform continuity and repeated contextual presence.
Execution
The campaign followed Gen Z fluidly across platforms and moments.
With this approach in place, each platform played a distinct role based on how Gen Z naturally consumed media. TikTok drove fast discovery through short-form and trend-led behaviour. YouTube created deeper engagement through lean-back viewing and longer attention windows. Meta reinforced re-entry and familiarity through repeated exposure across social environments.
At the same time, we used programmatic placements to capture contextual moments during passive consumption across browsing, streaming, and reading behaviour. The campaign followed Gen Z fluidly across multiple platforms and moments, allowing by.U to stay present across fragmented media journeys.
Messaging evolved with behaviour, context, and platform rhythm.
To support this non-linear behaviour, Aneh Tapi Nyata was designed as a modular storytelling system rather than a single campaign asset. We adapted messaging across platforms while staying within the same narrative system, allowing the campaign to remain contextual and relevant across different environments. Creative delivery continuously evolved based on platform rhythm, audience behaviour, pacing patterns, and contextual relevance. This allowed by.U to stay culturally present across fragmented consumption behaviour.
Media effectiveness extended beyond acquisition into renewal behaviour.
As the campaign scaled across platforms, optimisation became critical in sustaining relevance over time.Instead of chasing short-term spikes, we focused on creative rotation, platform weighting, pacing optimisation, frequency control, and real-time performance signals.
Repeated exposure across different platforms supported re-entry and familiarity, contributing not only to acquisition, but also to strong renewal behaviour throughout the campaign period. This reinforced the idea that media effectiveness comes from continuity, not concentration.
Impact
Cross-platform continuity transformed relevance into sustained behaviour.
Aneh Tapi Nyata evolved beyond a traditional campaign into a scalable relevance platform built around Gen Z behaviour. By shifting from platform dominance to cross-platform continuity, we helped by.U stay contextually present across fragmented media journeys, proving that relevance is built through repeated presence across everyday digital behaviour.
Result
The campaign’s cross-platform continuity successfully turned cultural relevance into massive digital traction.
We generated 1.8 billion total impressions, driving over 6.9 million clicks and landing interactions, and securing 133,718 app installs.
However, the strongest proof of effectiveness came from repeat behavior, delivering deep commercial validation:
3.6M
iRenew transactions within the campaign period
Rp80B
in renewal-driven revenue
3x
Overall ROAS with up to 117x return from hygiene platforms