Rinnai Indonesia
Turning real customers into long-term brand advocates.
Rinnai needed more than a one-off influencer campaign. The challenge was to identify real users who could authentically represent its Smart Hob category, while building a repeatable advocacy model that could continue beyond a single activation. LEMON created My Rinnai Story, a structured community journey that began with a customer competition, moved selected participants into the Rinnai Kitchen Master experience, and ultimately developed one qualified participant into a six-month Community Ambassador. The program combined community participation, content creation, live product experience, ambassador development, and ongoing storytelling into one connected framework. The strongest ambassador content was then amplified through UGC Ads, extending its reach beyond the creator's existing audience and turning authentic customer stories into scalable brand communication. What began as a campaign became a repeatable system for discovering, developing, and growing future Rinnai advocates.
- Community Building
- Influencer Marketing
- Brand Ambassador Program
- UGC Ads Amplification
Roland
C The Drum Girl designed to make Roland more relatable, and inspire the next generation to want in.
C The Drum Girl was created as Roland's own female drummer group, giving the brand a more relatable and aspirational presence among a younger audience. More than promoting the product, the program created something people could aspire to join — building the pride and excitement of becoming “the next C The Drum Girl”. C Channel developed and managed the journey end to end, from campaign promotion and registration to auditions, selection, workshops, training, and final public performances. Each stage gave participants the opportunity to develop their skills while experiencing Roland products as part of their journey. The concept proved strong enough to continue and expand across three seasons. The experience extended beyond the participants themselves: the full journey, from auditions and training to behind-the-scenes moments and the final stage, was documented as an ongoing reality-style video series and published regularly across C Channel and Roland's social media channels. Audiences could follow the girls' progress throughout the season, making C The Drum Girl not only a competition, but a story people could follow, support, and eventually want to become part of themselves.
- Campaign Strategy
- Talent Recruitment
- Community Activation
- Event Production
- Content Production
