Changing consumer behaviour in the digital era is prompting companies\nto seek new ways of building closer relationships with the public.\nRather than merely offering products, many brands now strive to present\nstories and characters that can create more personal interactions with\nconsumers.<\/p>\n
Observing this trend, Susu Mbok Darmi has introduced a new character\nnamed Pibo as the \u201cvoice\u201d of the brand in digital spaces. The character\nwas unveiled alongside the launch of an X social media account called\npibosimbok, designed as a channel for more relaxed and interactive\ncommunication with the public. Through this account, Pibo will appear as\na brand representative with a lighter, more entertaining, and readily\nacceptable approach, particularly for social media users.<\/p>\n
Dhony Pratama, CEO of Susu Mbok Darmi, stated that the character\u2019s\npresence is part of the company\u2019s effort to build closer communication\nwith consumers. \u201cWe believe that a brand is not only present through its\nproducts, but also through stories and interactions that build closeness\nwith consumers. Through the Pibo character and the pibosimbok X account,\nwe want to create a communication space that is more relaxed, humane,\nand feels close to society,\u201d he said in an official statement.<\/p>\n
Interestingly, the name Pibo did not emerge solely from an internal\ncompany process. The name came from an ideation session with Susu Mbok\nDarmi\u2019s loyal customers, known as Cucu Si Mbok. From various ideas that\nemerged in conversations with this community, the name Pibo was chosen\nbecause it was considered to best represent a warm, simple, and easily\nmemorable character.<\/p>\n
In the brand\u2019s narrative, Pibo is portrayed as Mbok\u2019s beloved cow\nthat has accompanied Mbok Darmi\u2019s journey from its beginning until its\ncurrent growth. The character has become a symbol of togetherness,\nloyalty, and warmth that have long been associated with the brand.<\/p>\n
Unlike typical brand mascots that often serve only as visual\nelements, Pibo possesses a backstory that has long existed in Susu Mbok\nDarmi\u2019s journey. The character is described as a \u201cwitness\u201d to the\nbrand\u2019s development, from the first branch to its current business\nexpansion.<\/p>\n
Through this approach, the company hopes that Pibo can become a\ncommunication bridge that is closer to various consumer segments, from\nfamilies and children to the digital generation.<\/p>\n
On its social media account, Pibo will share various content related\nto brand stories, humour, light opinions, responses to current trends,\nand everyday conversations that resonate with people\u2019s lives.<\/p>\n
According to Dhony, this step is also part of the company\u2019s strategy\nto adapt to the constantly changing dynamics of digital consumer\nbehaviour. He believes that social media today is no longer merely a\nchannel for one-way messaging, but rather a space for conversation\nbetween a brand and the public.<\/p>\n
\u201cSocial media today is not only a place to convey messages, but also\na space for conversation. We want to open two-way dialogue with society,\nlisten to their aspirations, whilst providing entertaining and relevant\ncontent,\u201d he said.<\/p>\n
With the launch of the Pibo character and the new communication\nchannel, Susu Mbok Darmi hopes to strengthen its relationship with its\ncustomer community. The company also wants to present a brand that is\nknown not only through its products, but also through characters and\nstories that feel familiar to its consumers.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/brands-becoming-more-interactive-digital-character-strategy-as-a-new-way-to-engage-consumers-1773244374", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }