Context
PayPal sought to launch its Global Freelancer Survey in Indonesia as part of its regional communications efforts. The report contained valuable insights but was primarily developed for a global audience, requiring adaptation to ensure relevance in the local market.
Challenge
PayPal’s materials were highly data-driven and content-heavy, making them less accessible to local media. In addition, the report lacked clear connections to Indonesia’s socio-economic context, limiting its news value. Without proper localization, there was a risk that the findings would not resonate with journalists or reach the intended audience effectively.
Our Approach
Kiroyan Partners supported the localization of the report by translating key findings into narratives that aligned with Indonesia’s economic and social landscape. We developed tailored communication materials, refined key messages, and executed targeted media outreach to position the report as relevant to local audiences. Media pitching and dissemination were supported by insights into editorial priorities, ensuring stronger alignment with both general and business media.
Impact
The report achieved strong traction among top-tier Indonesian media, generating extensive and in-depth coverage. By making the findings more relevant and accessible, the campaign successfully elevated PayPal’s visibility and strengthened its positioning within the local market.
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