Brands Becoming More Interactive: Digital Character Strategy as a New Way to Engage Consumers

Changing consumer behaviour in the digital era is prompting companies to seek new ways of building closer relationships with the public. Rather than merely offering products, many brands now strive to present stories and characters that can create more personal interactions with consumers.

Observing this trend, Susu Mbok Darmi has introduced a new character named Pibo as the “voice” of the brand in digital spaces. The character was unveiled alongside the launch of an X social media account called pibosimbok, designed as a channel for more relaxed and interactive communication with the public. Through this account, Pibo will appear as a brand representative with a lighter, more entertaining, and readily acceptable approach, particularly for social media users.

Dhony Pratama, CEO of Susu Mbok Darmi, stated that the character’s presence is part of the company’s effort to build closer communication with consumers. “We believe that a brand is not only present through its products, but also through stories and interactions that build closeness with consumers. Through the Pibo character and the pibosimbok X account, we want to create a communication space that is more relaxed, humane, and feels close to society,” he said in an official statement.

Interestingly, the name Pibo did not emerge solely from an internal company process. The name came from an ideation session with Susu Mbok Darmi’s loyal customers, known as Cucu Si Mbok. From various ideas that emerged in conversations with this community, the name Pibo was chosen because it was considered to best represent a warm, simple, and easily memorable character.

In the brand’s narrative, Pibo is portrayed as Mbok’s beloved cow that has accompanied Mbok Darmi’s journey from its beginning until its current growth. The character has become a symbol of togetherness, loyalty, and warmth that have long been associated with the brand.

Unlike typical brand mascots that often serve only as visual elements, Pibo possesses a backstory that has long existed in Susu Mbok Darmi’s journey. The character is described as a “witness” to the brand’s development, from the first branch to its current business expansion.

Through this approach, the company hopes that Pibo can become a communication bridge that is closer to various consumer segments, from families and children to the digital generation.

On its social media account, Pibo will share various content related to brand stories, humour, light opinions, responses to current trends, and everyday conversations that resonate with people’s lives.

According to Dhony, this step is also part of the company’s strategy to adapt to the constantly changing dynamics of digital consumer behaviour. He believes that social media today is no longer merely a channel for one-way messaging, but rather a space for conversation between a brand and the public.

“Social media today is not only a place to convey messages, but also a space for conversation. We want to open two-way dialogue with society, listen to their aspirations, whilst providing entertaining and relevant content,” he said.

With the launch of the Pibo character and the new communication channel, Susu Mbok Darmi hopes to strengthen its relationship with its customer community. The company also wants to present a brand that is known not only through its products, but also through characters and stories that feel familiar to its consumers.