Hasbro – Transformer ONE

Hasbro, the intellectual property owner for Transformers, was hoping that the hype around the launching of the Transformers ONE animation movie in Indonesia would generate interest in its Transformer One toy line.

The campaign aimed to boost toy sales alongside the movie launch by leveraging influencer Medy Renaldy and his widely discussed “lost” collectible coin. The campaign targeted kids, parents, and collectors through KOL engagement and platforms like TikTok, YouTube Shorts, and Instagram Reels​.

The strategy involved a treasure hunt for collectible coins redeemable for vouchers, driven by Medy and other influencers. The execution included sending PR packs, Medy announcing the hunt via social media, and a giveaway with signed toys.

The results were successful, with all coins redeemed in two weeks, over 11 million social media impressions, a 100% surge in search interest for Transformers toys, and a 141% increase in Transformers One toy sales within a month.