Telkomsel Launches Data-Driven Solution to Market Products
Telkomsel, through its Telkomsel Enterprise business unit, has introduced a data-based retail media approach that connects digital activity with offline consumer actions. Through the DigiAds solution integrated with Rich Communication Services (RCS), the DigiPOS network, and a closed-loop measurement system, Telkomsel Enterprise helps businesses gain more comprehensive visibility into the effectiveness of their marketing campaigns.
This approach allows consumers to receive more relevant communications based on audience segmentation and location, and then be directed to the nearest verifiable activation point. Businesses can therefore gain fuller visibility of the consumer journey, from digital interaction to real-world actions.
One implementation of this approach was carried out with Rinso (Unilever Indonesia). For Rinso, West Java is a region with significant growth opportunities, but product availability in traditional markets remains uneven.
This situation reflects a challenge faced by many FMCG brands: building consumer demand in regions where distribution is not yet optimal, without relying entirely on physical expansion, which requires considerable time and investment.
Telkomsel’s VP of Corporate Innovation, Sustainability, Marketing, and Digital Advertising, Mia Melinda, said that to help address this challenge, Telkomsel Enterprise, through DigiAds, leverages first-party audience insights, location, behavioural and category affinity data to identify the most relevant consumer groups.
Consumers meeting the criteria then receive invitations via RCS to redeem product samples at warung (small retail stalls) within the DigiPOS ecosystem, thereby connecting digital marketing activity with verifiable offline consumer interactions.
“This collaboration demonstrates that data and digital capabilities can be used to help customers solve real business challenges. Our focus is not merely on reaching audiences, but on collaborating to create measurable business impact,” she said in a written statement on Tuesday (15 September 2026).
“This time, we helped Rinso penetrate traditional markets in West Java by turning warung into digital shopfronts. With the spirit of Serving with a Whole Heart, which we embody through our #PastiAdaSolusi (There Must Be a Solution) commitment, we deliver an approach that produces tangible business outcomes,” Mia added.
Through this implementation, more than 20,000 consumers tried Rinso products at DigiPOS warung. The campaign also contributed to a 27% increase in General Trade sales in West Java.
In addition, the campaign generated a 100% purchase intent rate among consumers who tried the samples, as well as a Cost Per Acquisition (CPA) 29% lower than the benchmark for comparable FMCG campaigns.
“The success of this implementation shows how data-driven marketing solutions no longer stop at impressions or engagement, but can help businesses understand marketing impact all the way to the point of conversion. For Telkomsel Enterprise, this approach strengthens the company’s role as a business solution provider, helping customers connect data, technology and marketing activity into more measurable business outcomes,” she concluded.