Riding the Dracin Trend, Flip Boosts Transactions by 42% During Ramadan

JAKARTA, Jakartaweekly.com – By using a mini-series in the format of a Chinese drama as an advertising medium, Flip recorded positive performance during Ramadan. Daily users, total daily transactions, and the value of daily transactions all showed growth compared to the non-fasting period.

Head of Marketing Flip, Winardi Cristian, said that during Ramadan, the number of daily active transacting users increased by around 23%. Meanwhile, total daily transactions grew by 31%.

“The daily transaction value surged by up to 42% compared to the non-Ramadan period,” he said in a press release on April 10, 2026.

He explained that Flip adapted the dracin (Chinese drama) format, which is currently popular on social media. The format was packaged into a parody mini-series titled “Prahara Tahta di Bulan yang Fitri,” featuring a light storyline, short duration, and cliffhanger elements in each episode.

According to Winardi, audiences today are no longer merely passive viewers, but actively choose the content they want to consume, including advertisements. Therefore, Flip aims to embed its brand message into formats that audiences already enjoy.

“If the content doesn’t feel relevant or entertaining, they will immediately skip it. So we tap into formats they already consume on a daily basis,” he said.

This strategy makes the campaign feel more like entertainment than advertising. As a result, audiences are encouraged to watch until the end and even follow the storyline across episodes.

To strengthen its appeal, Flip collaborated with Fitri Tropica as the main character. Her humor and distinctive storytelling style were considered effective in building a closer connection with the audience.

On the other hand, product messages were still integrated naturally into the storyline. Flip emphasized that saving habits can start from simple actions, such as utilizing cashback features through Flip Deals.

In addition to digital content, the campaign was also reinforced with offline and interactive activations on social media, such as a communal iftar event titled “Bukber yang Fitri” and a program called “Kuis di Bulan yang Fitri.”

Overall, the campaign successfully reached more than 100 million audiences, generated over 50 million views, and produced more than 1 million interactions across platforms.

Winardi noted that amid the crowded Ramadan campaign landscape, a culture-based approach is key to capturing audience attention.

“Amid the abundance of competing content, attention cannot be fully bought. Brands need to tap into formats that audiences already enjoy, so the message feels more organic and easier to remember,” he concluded.