What Can Brands Learn from the Digital Campaign  #KaburAjaDulu?

Who would have thought, one hashtag could rock Indonesian social media? #GoAjaDulu, which initially was just a simple complaint from netizens, developed into a massive digital campaign. Expensive education costs, minimal job opportunities, low salaries and increasingly heavy living costs are the focus of netizens' concerns in this movement. 

So, what can brands learn from the #JustGoAjaDulu movement?

Measuring the Impact Digital Campaign #KaburAjaDulu

Based on social media monitoring carried out by the Buffet Media Team during the period February to March 2025, there were 52 thousand posts that used this hashtag. With a total of 387 million reaches and 19 million interactions, shows the high participation of netizens in this campaign. The increase in searches for the keywords "work abroad" and "overseas scholarships" on Google Trends also indicates a big impact from the #JustGoAjaDulu trend. 

This shows that the #EscapeAjaDulu trend is not just a passing trend but a real reflection of the younger generation's anxiety about their future. By understanding this data, brands can see how their audiences react to social issues and find ways to design more relevant digital campaigns.

The Role of Media & Influencers in the Spread of #KaburAjaDulu

The virality of a trend on social media doesn't just happen. In the #EscapeAjaDulu trend, the media and influencers play a big role in accelerating the spread and amplifying the narrative. News media such as Detik.com, KompasTV, and tvOneNews raised this issue, providing a wider stage for this movement to become a public conversation. Articles discussing these trends then spread to other platforms, increasing exposure and getting more people into the discussion.

Influencers on Twitter and TikTok also helped drive the virality of this digital campaign. Several big influencers , such as Vina Muliana and Boy Candra, also commented on this phenomenon. This can certainly strengthen the emotional resonance that has already been formed among their audience. With the presence of influencers discussing this issue, more and more netizens are getting involved and feeling relevant to this movement.

Apart from influencers, social media algorithms also play an important role. Twitter promotes hashtags that have high engagement into its trending topics column, while TikTok uses a For You Page (FYP) system that makes #GoAjaDulu content easier to find for users interested in similar topics. This accelerated the spread and made #GoAjaDulu a trend that lasted longer than ordinary viral trends.

Conclusion: Brands Can Learn from Data & Dynamics of Social Media

Through this data and analysis, we can see that the #KaburAjaDulu digital campaign is not just a spontaneous trend, but a digital movement that has a big impact on social media. By studying how these trends spread, brands can gain insight into how to build engaging and data-driven digital campaigns.

What can Brands learn?

• Monitor trends with data – Use tools like Brand24 or Google Trends to understand what's hot.
• Active Social Listening – Pay attention to how the audience reacts to social issues before entering into the conversation. 
• Use a Powerful Digital Narrative – A digital campaign will be more powerful if combined with relevance and audience emotions.
• Use Influencers & Media – Information dissemination strategies can be more effective if they involve opinion leaders.

By understanding digital dynamics, brands can create digital campaigns that are not only viral, but also have a real impact on social media. 
Seeing how #GoAjaDulu has successfully spread widely, brands must be more sensitive in building engaging and relevant campaigns. If you want to create a digital campaign that is strategic, data-based, and can steal attention on social media, Media Buffet is ready to help!

Author: Zhalwa Mawar