Tastemade Indonesia

Gaining a global audience through Rich Pins and Videos

The global entertainment company used Rich Pins and Videos to drive a 13x increase in their total impressions.

13x
increase in total impressions
35%
of audience made up of 18-24 year olds
Their goal

Expanding global reach

Tastemade Indonesia is an entertainment company that produces food and travel related videos for a digital audience. They are based in Jakarta, Indonesia, with global headquarters in Los Angeles, USA. Tastemade Indonesia decided to produce simple Indonesian recipe ideas that people all over the world could cook for themselves or for their friends and family.

Aiming to expand Tastemade Indonesia’s reach and gain a wider audience across the globe for Indonesian cuisine, they decided that Pinterest would be an excellent platform from which to launch their campaign. People all over the world come to Pinterest for meal-planning and food inspiration which made it the perfect fit for Tastemade Indonesia's plethora of high-quality food videos.

Anastasya Khairunnisa, Social Media Manager
Tastemade Indonesia
“On Pinterest, we are able to reach a global audience and provide recipes to anyone interested in Indonesian food. ”
Their solution

Using Rich Pins to share recipe ideas

Tastemade Indonesia’s posting strategy made use of Rich Pins, a type of Pin that allows you to show extra details directly on the Pin. This enabled Pinners to get details about the recipe – including ingredients, cooking time, and serving size – without needing to leave the Pinterest site. 

They also created themed boards that Pinners could use to search for a variety of home-cooked Indonesian food ranging from healthy vegetable and chicken recipes to sambal and local drinks

The team also focused on creating short, straightforward videos that clearly showed the ingredients and the method of cooking. This allowed their video content to be relatable to anyone looking to cook Indonesian food.  

Their results

Spiking impressions and widening reach

Rich Pins and Video proved to be an effective strategy. The strategic combination allowed Tastemade Indonesia to reach their target demographic—people ages 18-24 years old. Over a third (35%) of their audience came from this age bracket. 

The campaign also lifted their  impressions by an impressive 13x, indicating that Pinners all over the world are particularly interested in simple and accessible recipe ideas. Pinterest continues to be a successful channel for Tastemade Indonesia, having contributed to a substantial uptick in impressions and reach across a global audience.