With the dust settling on Indonesia’s national election, the country welcomes a new era under the leadership of President-elect Prabowo Subianto and Vice President Gibran Rakabuming Raka. Indonesia’s presidential transition marks a significant change for Southeast Asia’s largest democracy, affecting various facets of public and corporate life.
Here at Vero, we understand how this affects public relations, marketing, and governmental relations, so here’s everything you need to know to navigate Indonesia’s presidential transition successfully.
Key dates
October 20, 2024: Formal inauguration of Prabowo and Gibran at the Parliamentary Complex in Jakarta.
November 27, 2024: Local elections across 548 regions.
Mark these dates in your strategy planning calendars to avoid clashing with major announcements that could be overshadowed by political events.
Indonesia’s new leader
President-elect Prabowo Subianto is known for his adaptability and pragmatic decision-making. Having transformed his image from a military leader to a people-focused politician, he brings a multifaceted perspective to governance that promises to tackle Indonesia’s most pressing challenges, including poverty and infrastructural needs.
Raised in a family with a strong military and diplomatic legacy, Prabowo’s background likely shaped his outlook on Indonesia’s role on the international stage. His father, a prominent economist, introduced him to the nuances of international relations, fostering a vision that sees Indonesia not just as a regional leader but as a significant global player. Under Prabowo’s leadership, Indonesia is likely to pursue more active engagements in international diplomacy, seeking partnerships that enhance its strategic interests and economic diplomacy on the world stage. As outgoing defense minister, Prabowo is also uniquely positioned to enhance Indonesia’s security apparatus.
Central to Prabowo’s vision is the empowerment of future generations. His commitment to educational reforms and health initiatives, like the nationwide program providing free nutritious meals for children, reflects an integrated approach to development that prioritizes long-term national welfare over short-term gains. Trial runs in Sukabumi, West Java have already shown promising results, benefiting not only schoolchildren but also the wider community. Daily lunch packages are enhancing students’ focus and health, while supporting local farmers and small businesses that supply fresh produce.
Reflecting on his media use, Prabowo has shown that he values established news sources for depth and reliability while also embracing modern digital platforms to connect with younger demographics. His strategic use of social media during the campaign, combined with a preference for traditional media insights, suggests a balanced approach to communication that resonates across different age groups and social strata.
Marketing opportunities and PR strategy considerations
Business landscape transformation
Indonesia’s presidential transition is seen to push the country for significant economic reforms aimed at enhancing the business environment and attracting foreign investment. His focus on achieving an economic growth rate of 7% and bolstering national security will likely create favorable conditions for business operations.
Given this focus, companies should anticipate new opportunities in infrastructure, defense, and technology sectors, driven by government initiatives and public-private partnerships. As Nusantara, Indonesia’s new capital city, rises as a new political and economic hub, industries ranging from construction to technology can expect a surge in demand.
The Indonesian creative economy
Prabowo’s campaign platform shines a spotlight on the creative economy, which reached a remarkable value of 1.3 trillion IDR (107.8 million USD) in 2023. Consisting of 17 sub-sectors, including advertising, film, fashion, and music, this sector is not only a powerhouse for income and job creation, but also a catalyst for innovation and growth across other industries. The Indonesian government recognizes its transformative potential, driving the country towards a more dynamic and creative future.
This is especially salient among Indonesian influencers, as our own research here at Vero reveals just how much they can impact consumer behavior and purchase decisions. This has led to influencer marketing becoming an indispensable part of modern consumer engagement strategies in Indonesia.
Brands looking to succeed in cultivating active audience engagement and building their public influence would do well to tap into local influencer power with data-powered tools like True Vibe for their campaigns. Building and maintaining long-term relationships with the right influencers can create compelling narratives and drive conversions. Additionally, PR and government relations professionals should consider partnering with government initiatives that promote the creative economy, signaling an evolving market ripe for innovation and collaboration.
Corporate social responsibility
President-elect Prabowo’s focus on empowering grassroots communities and improving living standards presents a golden opportunity for companies to align their CSR initiatives with national goals.
With the new leader’s demonstrated commitment to issues and stories that deeply resonate with the public—which played a pivotal role in bringing Prabowo his presidential win—companies can effectively support and amplify these efforts through strategic partnerships and community-focused programs. This move can not only contribute to positive social change but also strengthen their community ties and enhance their corporate reputation. They can sponsor training sessions for local farmers or cooks, for instance, or facilitate supplying food items in areas with shortages.
These initiatives can help brands be good corporate citizens—all while gaining valuable exposure and goodwill along the way.
Digital-first communication strategies
For PR and communications professionals, Prabowo’s presidency marks a shift towards more integrated and digital-first communication strategies. His successful use of a mixed media approach during the campaign signals the importance of adapting to both traditional and digital platforms for effective messaging.
TikTok was a particularly crucial site for building trust and engagement in his campaign, as videos of him doing his signature dance went viral during the elections season and helped build his brand as “gemoy,” or the local slang for “cute.” It’s also where many of his young supporters rallied others to vote for him, posting videos calling themselves the “gemoy squad.” Professionals should leverage these insights to craft campaigns that resonate across Indonesia’s diverse demographic spectrum, utilizing data-driven strategies to target audiences more precisely.
The road ahead
Outgoing Defense Minister Prabowo Subianto’s landslide victory in February’s national election signals key shifts likely to influence multiple sectors, including economic policies and international relations. His leadership promises a dynamic phase for Indonesia, characterized by substantial economic, social, and infrastructural developments.
For businesses and PR professionals, this signifies a time of potential growth and the need for strategic agility. Embracing a proactive and informed approach will be essential to leverage the opportunities that lie ahead in Indonesia’s new chapter.
If you’re looking for local expertise and regional wisdom to help your brand thrive in this dynamic phase of Indonesia’s journey, email or brief us at jakarta@vero-asean.com.
ABOUT THE AUTHORS
Chatrine Siswoyo is Vero’s Regional Senior Consultant and leads the consultancy’s team in Indonesia. Fauzan Dirgantara is Senior Manager for Corporate Communications and Sustainability in Platform+.
