EMCO LUX Campaign Reaches 13 Million Views, Nominated for Asia Pacific Award

PT Mataram Paint has demonstrated that a campaign without a large advertising spend can still capture significant attention. Through its ‘Satset Masehh: Authentic Javanese Humor Driving Organic Engagement for EMCO Paint System’ campaign, the company became a finalist for the Hashtag Asia Awards 2026 in the Best Social Media Partnership category after achieving 13.4 million cumulative organic views, with EMCO LUX as the campaign’s flagship product. The Hashtag Asia Awards is a regional event organised by MARKETING-INTERACTIVE to recognise the best social media campaigns in the Asia Pacific based on business impact, creativity, and cultural relevance. The achievement drew attention because the entire campaign performance was built without paid boosting on its main hero content. PT Mataram Paint identified a challenge often overlooked by the industry. In many wood and iron painting projects, brand decisions are frequently influenced by the painters or handymen doing the work. However, not all understand the importance of using the correct primer and thinner as part of a proper painting system, including how to optimally apply EMCO LUX as a finishing coat for wood and iron. Instead of running a conventional awareness campaign, PT Mataram Paint opted for a community-based educational approach. The choice fell on Satset Masehh, a father-and-son duo from Purworejo known for their distinctive Javanese humour and closeness to rural audiences. Before content production began, Satset Masehh received direct mentoring from PT Mataram Paint’s technical team to thoroughly understand the application system of the EMCO product set, from surface preparation to the application of EMCO LUX as the final coat. This approach made the educational material feel more natural and easily accepted by the audience. The campaign was executed over a structured five-quarter roadmap, starting with an introduction to the use of Thinner B and EMCO LUX, progressing to education on EMCO Primer as the foundation for paint durability, and then to more in-depth surface preparation techniques. All content was packaged using Javanese dialect and placed in authentic village life contexts, from painting garden benches and bamboo fences to doors and windows of family homes, showcasing real results from using EMCO LUX on wood and iron surfaces. The approach yielded a surge in performance in Q2 and Q3. One Full Set Application tutorial content demonstrating the complete sequence from primer to finishing with EMCO LUX reached 4.4 million views on TikTok and 1.6 million views on Facebook in a single post without paid advertising support. For contractors, purchasing managers, and specification consultants, this achievement is relevant beyond just view counts. The campaign showed that the three-component painting system—EMCO Primer, EMCO LUX, and Thinner B—can be understood and adopted by user segments that are typically difficult to reach through formal education. Engagement rates of up to 4.92 percent on Instagram and 3.56 percent on TikTok, far exceeding industry averages for technical content, indicate a high level of community trust in the message delivered, including the performance of EMCO LUX as a durable wood and iron paint solution. The Asia Pacific finalist recognition demonstrates that a community-based educational approach can be an effective alternative for industrial brands aiming to build sustainable behavioural change.