Media & Commerce · Telco

by.U: Connecting with Gen Z to reach 483M impressions and 59× ROAS

During Ramadan, by.U chose to listen deeper instead of shouting louder — turning an emotional insight into a full-funnel movement that ran from social storytelling to contextual DOOH.

Telkomsel by.U — 154% Increase in Sales and 135% Revenue Growth hero media

01The Brand

A digital-first telco built for Gen Z.

by.U is Telkomsel’s fully digital prepaid brand — no physical stores, no fixed plans, everything self-served through the app. It speaks the language of a generation that lives online and refuses to be talked down to.

Ramadan was more than a date; it was a chance to connect with Gen Z emotionally and digitally. Instead of loud promos, by.U chose to listen deeper during a season often filled with superficial messages.

483M

Impressions

86%

Reach

143k

App Installs

5,700

iJoin Registrations

1.2M

Transactions

59×

iRenew ROAS

04The Approach

From challenge to measurable impact.

Challenge

Ramadan feeds are flooded with loud, superficial promos — and Gen Z feels judged for expressing the season their own way.

Strategy

Stop shouting, start validating. We launched “Boooleh Tau” — a phrase that hits like quiet permission to explore Ramadan in their own style.

Execution

A cross-dimensional funnel: social storytelling on Meta, TikTok & YouTube flowing into contextual DOOH, all pushing to download by.U.

Impact

483M impressions, 86% reach and 143k installs — emotional connection that converted into 1.2M transactions and 59× renewal ROAS.

05Insight & Solution

Validating Gen Z’s Ramadan traditions.

Gen Z faces judgment during Ramadan over self-expression. We launched “Boooleh Tau” — a phrase that hits like quiet validation, making by.U feel like an emotional companion, not just a telco.

06Why It Worked

Three pillars.

Emotion-Led, Data-Backed

Content designed to feel, measured to perform.

Cross-Dimensional Funnel

Social → DOOH → App — one seamless journey.

Persona-Powered Journey

Every touchpoint shaped by real Gen Z behavior.

07Execution

A phased approach.

Phase 01

Awareness

Reach Gen Z with high-impact, native creative across Meta, TikTok & YouTube.
Build emotional resonance with the “Boooleh Tau” story before asking for anything.

Phase 02

Conversion

Extend the story into contextual DOOH in high-traffic Gen Z zones.
Drive app downloads and first transactions with clear, tactical CTAs.

08Social → DOOH

Not just a telco. An emotional companion.

We turned mobile into a multi-dimensional canvas. Content that felt native to Gen Z’s world didn’t just live on feeds — it bled into the physical world through contextual DOOH placements in high-traffic Gen Z zones. Every touchpoint had one job: get them to explore by.U.

Majority viewers: Male, 25–34 — entertainment seekers.

1.3M

Views

142k