Staff Reporters
Jun 29, 2020

Asia-Pacific Power List 2020: Kevin Mintaraga, Tokopedia

Behind Tokopedia's dreamlike rise in Indonesia is Mintaraga and his marketing team, which pulls off campaigns and brand endorsements with calculated precision.

Asia-Pacific Power List 2020: Kevin Mintaraga, Tokopedia
SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

Kevin Mintaraga

Vice president
Tokopedia
Indonesia

Tokopedia’s rapid rise to being one of Indonesia’s leading e-commerce retail platforms has been something of a capitalist dream for the founding team. After hundreds of millions in initial funding, corporate giants including SoftBank, Temasek and Alibaba have channeled funds into the company, resulting in an approximate current valuation of US$7 billion. It now joins Indonesian startup titans Gojek, Traveloka and Bukalapak in achieving ‘unicorn’ status.

Kevin Mintaraga, who oversees all marketing and advertising solutions at Tokopedia, has plenty to carry on his shoulders. The young marketer’s path began with Bridestory, a wedding marketplace that he founded, which was eventually acquired by Tokopedia. He was then redeployed to handle Tokopedia’s overall marketing efforts. 

One of the greatest challenges Mintaraga and his team faced in the past year was attracting young, female consumers. So he led a deal with only the world’s most popular boyband. Yes, Tokopedia signed an exclusive contract with K-pop sensation BTS as its brand ambassador, swiftly winning over the targeted demographic onto the platform. 

Last year, when the brand celebrated its 10th anniversary, Mintaraga and his team further strengthened Tokopedia’s purpose to democratise commerce through tech via its #KamiBaruMulai campaign. Literally translating to “we are just getting started”, the campaign boldly blocked all national TV stations at the same time for an hour and presented a show that told the stories of Indonesian figures featuring a segment filled by President Joko Widodo. An improvement in brand perception followed, plus a surge in workplace morale for employees.

And during the pandemic, a campaign called #JagaEkonomiIndonesia was launched to communicate core messages to buyers and sellers. In hopes to continue championing the brand purpose, Mintaraga's team ran TVCs and other marcomms efforts to motivate sellers and buyers. A lesson in using the spirit of community to band consumers together during a crisis.

Mintaraga can be found on Twitter at: @kvmin

SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

 

Related Articles

Just Published

1 day ago

An 'Inactivewear' line made for all your binge-watch...

A collaboration between streaming provider Binge and fashion retailer The Iconic, instigated by Thinkerbell, yields a 19-item line of luxury loungewear.

1 day ago

How Huawei is using local projects to try to ...

Localisation is Huawei's branding strategy for the year. Its 'Connect the North' project in Canada is one example of this.

1 day ago

Milo positions itself as a sports drink in Vietnam

The beverage brand seemingly takes a page from Nike in a campaign from Ogilvy Vietnam and Sweetshop director Noah Conopask.

1 day ago

Singapore’s top influencer investigated for racist ...

Wendy Cheng, aka Xiaxue, stands by her stance in a defensive blogpost, and one brand has already pulled a partnership with her.