Dear Growth-Getters,

Q2 is almost coming.

Picture this: a brand spends weeks finalizing its Q2 campaign. The brief is tight, the creative is strong, and the budget is approved. They launch, but the numbers don't move the way they expected.

First of all, from that condition:

It is not caused by bad execution.

But because somewhere in the planning room, everyone was working off the same assumption:

• Consumers this year behave like consumers last year

• Didn’t do any learning from the last Ramadan campaign

Even though 2026 is a tough year for Indonesian consumers, they are still spending money. But the logic behind every purchase has shifted. What used to convert doesn't land the same way. The messaging that felt relevant six months ago now feels off. And the brands that are winning right now aren't the ones with the biggest budgets, but the ones that caught the shift early.

That's exactly what our report is built for.

Get your copy before you finalize anything ⬇︎