Strategy Over Scale: How Catha Digital Turned 14 Creators Into 2.1M Views for Bakso AKJ
THE
BACKGROUND
Tradition Meets A New Generation
Bakso AKJ had already earned its reputation the old-fashioned way. Word of mouth carried it, one satisfied bowl at a time, across neighborhoods and generations. But as consumer dining habits shifted rapidly to short-form video discovery, offline buzz alone was no longer enough to reach younger foodies.
That is where Catha Digital came in, with a brief that was clear: build digital momentum for Bakso AKJ without diluting the authentic, unpretentious charm that made regular diners fall in love with it in the first place.
THE
STRATEGY
Curation Over Follower Count
Instead of spending the entire marketing budget on a single celebrity endorsement with low engagement, Catha Digital activated 14 dedicated culinary micro-creators who had built genuine trust with their local communities.
Each creator was given creative freedom to experience the restaurant organically, capturing sizzling broth, tender meatballs, and authentic dining reactions rather than rigid, scripted promotional talking points.
WHAT
WORKED WELL
2.1 Million Views and Packed Restaurant Lines
The campaign exceeded all benchmarks: across 14 creator reels and TikToks, the content generated over 2,100,000 organic views, tens of thousands of bookmarks and shares, and a 35% surge in weekend footfall.
Authenticity won because modern audiences can smell a forced sponsorship from a mile away. When real foodies celebrate real food, audiences respond with their feet.
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