Overview

Perum Peruri, as the authority managing and distributing e-meterai, needed to educate millennials and Gen Z on its practical use in everyday legal transactions, a segment often resistant to formal government messaging. Markathing designed a branded content partnership with Agung Hapsah, known for his distinctive storytelling and strong YouTube audience, by negotiating and shaping a creative approach that seamlessly integrated e meterai into the narrative of his content rather than presenting it as a direct promotion. This narrative integration ensured the message felt organic and engaging, resulting in high viewership and traction, while successfully delivering a government policy message in a format that resonated naturally with its target audience.