Case study · Campaign & Social Media Management
Melaju Bersama: Running the campaign and social channel for a national HIPMI chair race
Campaign management and the @melajubersama_id channel for candidate 04, Anthony Leong
- Client
- Dr. Anthony Leong, candidate for Ketua Umum BPP HIPMI 2026-2029
- Year
- 2026
- Sector
- Organisation · Election Campaign
- Posts published
- 357
- Reels
- 185
- Combined reel views
- 2.5M+
- Campaign events covered
- 11
I managed the campaign and the social media channel for Dr. Anthony Leong, candidate 04 for chair of BPP HIPMI, from the first stop in Jambi on 8 May 2026 to Munas HIPMI XVIII in Lampung on 10 June. The @melajubersama_id account published 357 posts, including 185 reels with more than 2.5 million combined views.
Context
HIPMI, the Indonesian Young Entrepreneurs Association, elects its national chair at the Munas, where delegates from every province vote. The 2026 race ran for five weeks and took the candidates through three public debates, regional visits and forums with HIPMI boards across the country.
The challenge
Most delegates meet a candidate once, if at all. Every debate, visit and dinner had to become content that delegates in other provinces would see the same week, and the candidate's message had to stay the same in Jambi, Bali, Jakarta and Lampung.
- Publish every campaign stop while it was still news
- Keep one message across debates and regional visits
- Short video for delegates who could not attend
- A channel that belonged to the campaign, not the candidate's personal account
Approach
How it came together.
- 01
Set up a dedicated campaign channel
@melajubersama_id carried the line "Melaju bersama, berdampak nyata" and gave the campaign its own home on Instagram, linked to TikTok, separate from the candidate's personal account.
- 02
Planned coverage around the campaign calendar
Each stop had a shoot and edit plan for the arrival, the main event and the evening session, so every city produced a recap video, short clips and an edited photo set.
- 03
Turned the debates into clips
The debates in Jambi, Bali and on Metro TV were cut into full recaps and short vertical clips around the candidate's key answers.
- 04
Made the regional relationship work visible
Intimate nights with HIPMI boards in Jambi, Bali and Jawa Barat, Malam Persahabatan Pengusaha Muda Indonesia, the HIPMI Power Development Forum and a public lecture at IPB were all documented and published.
- 05
Carried the story to the Munas
Coverage continued through the arrival in Lampung and Munas HIPMI XVIII, opened by President Prabowo Subianto, and closed with a recap of the whole campaign.
Gallery
Campaign recap
The whole campaign in one video, from the first stop in Jambi to Munas HIPMI XVIII in Lampung.
Most-watched reels
The 12 most-watched of the 185 reels on @melajubersama_id. View counts as shown on Instagram.
8 May 2026 · Jambi
Arrival in Jambi and HIPMI Intimate Night
The first campaign stop. HIPMI Jambi met the candidate on arrival with a traditional welcome, and the evening closed with an intimate night for local members that included a santunan for orphans.
9 May 2026 · Jambi
First debate and dinner at the governor's residence
The first of three debates between the candidates for chair of BPP HIPMI, followed by dinner at the official residence of the Governor of Jambi.
20 May 2026
Malam Persahabatan Pengusaha Muda Indonesia
An evening of networking with young entrepreneurs and HIPMI members from several regions.
20 May 2026
HIPMI Power Development Forum 2026
A forum on the energy and power sector, with panel sessions and an exhibition.
21 May 2026 · Bogor
Public lecture at IPB University
A kuliah umum for IPB students in the university auditorium.
22 May 2026 · Bali
Arrival in Bali and HIPMI Bali Intimate Night
HIPMI Bali welcomed the candidate at the airport with a traditional udeng, then hosted a beach dinner where members spoke with him directly.
23 May 2026 · Bali
Second debate and dinner with BPD HIPMI Bali
Supporters met the candidate at the venue before the second debate. The day ended with a dinner hosted by the provincial board.
29 May 2026 · Jawa Barat
Intimate Night with BPD HIPMI Jawa Barat
An evening with the West Java provincial board and its members, who welcomed the candidate with a Sundanese iket.
3 June 2026 · Jakarta
Third debate, broadcast on Metro TV
The final debate before the Munas, held in the Metro TV studio in Jakarta and broadcast nationally.
9 June 2026 · Lampung
Arrival in Lampung
The team travelled to Lampung a day before the Munas and held a briefing with supporters and delegates.
10 June 2026 · Lampung
Munas HIPMI XVIII
The national congress where delegates elect the chair of BPP HIPMI, opened by President Prabowo Subianto.
What was delivered
- @melajubersama_id channel
- 357 posts
- 185 reels
- Recap video for each campaign stop
- Debate recaps and clips
- Campaign recap video
- Event photography
What changed
- 11 campaign events, from Jambi to the Munas in Lampung, each published as a recap video, clips and photos
- 185 reels with more than 2.5 million combined views
- The 12 most-watched reels each passed 39,000 views, and the top two passed 100,000
