Campaign calendar
Pasar Seken's campaign year is built around two types of activity: always-on (the baseline community, content, and engagement work that runs every week) and campaign bursts (concentrated moments tied to cultural and commercial events where we invest more and expect more).
This document covers the campaign burst calendar. Always-on strategy lives in Channel Strategy and the Notion execution workspace.
Ramadan and Lebaran dates shift each year with the Islamic calendar. Update the timing column in the overview table annually. All other campaigns are fixed-date.
Annual campaign overview​
| Campaign | Timing | Primary audience | Primary goal |
|---|---|---|---|
| Ramadan Slow Fashion | ~4 weeks pre-Lebaran | Buyers | Brand awareness + GMV |
| Lebaran New Chapter | Eid week + 2 weeks after | Buyers + Sellers | Peak GMV + seller acquisition |
| Independence Day | August 17 | Buyers | Brand affinity + local pride |
| Harbolnas 11.11 | November 11 | Buyers | Peak GMV + new seller sign-ups |
| Harbolnas 12.12 | December 12 | Buyers + Sellers | Peak GMV + year-end cuan |
| Year-End Clear-Out | Dec 13-31 | Sellers | Seller acquisition + listing volume |
Campaign 1, Ramadan Slow Fashion​
The insight​
Ramadan is the most significant cultural period in Indonesia, and it is deeply misunderstood by most fashion platforms, which treat it simply as a discount trigger. Pasar Seken's Ramadan campaign takes a different position: Ramadan as the season of intention.
The cultural values of Ramadan, reflection, gratitude, mindful consumption, releasing what no longer serves you, align perfectly with preloved fashion. We do not run a sale. We run a story.
Campaign angle​
"Mode yang punya makna."
(Fashion that has meaning.)
Ramadan is a time when Indonesians naturally reflect on what they have, what they need, and what they can release. Preloved fashion is the perfect expression of this spirit, buying something that already carries meaning, selling something that deserves a new chapter.
Timing and phases​
Messaging framework​
For buyers:
"Lebaran ini, temukan sesuatu yang sudah punya cerita, dan siap menjadi bagian dari ceritamu."
(This Lebaran, find something that already has a story, and is ready to become part of yours.)
For sellers:
"Sebelum Lebaran, lemarimu bisa lebih ringan, dan rekeningmu bisa lebih penuh."
(Before Lebaran, your wardrobe can be lighter, and your account can be fuller.)
Brand-level:
"Di bulan yang penuh makna ini, mode yang terbaik adalah mode yang sudah dicintai."
(In this month full of meaning, the best fashion is fashion that has already been loved.)
Weekly content programme​
| Week | Theme | Indonesian concept | Content focus | CTA |
|---|---|---|---|---|
| Week 1 | Intention | Niat | "Lemari yang penuh bukan berarti banyak pilihan", seller acquisition | List your first item |
| Week 2 | Story | Cerita | Seller spotlight series, the story behind the item | Find something with a story |
| Week 3 | Sharing | Berbagi | "Dari lemari aku, ke hati kamu", community stories | Give your preloved a new home |
| Week 4 | Ready | Siap | Lebaran outfit discovery, curated collections | Temukan outfit Lebaranmu |
KPIs​
| Metric | Target |
|---|---|
| Seller sign-ups during campaign | Set quarterly, benchmark vs previous Ramadan |
| New listings during Ramadan | +% target vs previous month |
| Buyer GMV | Campaign target set in Notion quarterly review |
| Email open rate (Ramadan series) | Above 30% |
| Content reach | Set by channel leads per platform |
Campaign 2, Lebaran New Chapter​
The insight​
Lebaran (Eid al-Fitr) is Indonesia's biggest cultural moment, and the biggest fashion shopping moment of the year. Every Indonesian wants to wear something special. Pasar Seken's Lebaran campaign reframes what "special" means.
Baju yang punya sejarah punya jiwa.
(A garment with history has a soul.)
Campaign angle​
"Bab baru. Baju baru cerita."
(New chapter. New story outfit.)
The dual meaning is intentional: baju baru (new outfit), but baru here means new-to-you, not new-from-a-store. A new chapter in the story of an item that already has one.
Pre-Lebaran buyer messaging​
"Outfit Lebaranmu yang paling berkesan belum tentu yang paling baru."
(Your most memorable Lebaran outfit is not necessarily the newest one.)
Post-Lebaran seller messaging​
The week after Lebaran is one of the highest-potential seller acquisition moments of the year. Indonesians have new items they received as gifts they don't love, old Lebaran outfits they know they won't wear again, and a spirit of renewal and fresh starts.
"Bab baru dimulai. Lemarimu juga bisa."
(A new chapter begins. Your wardrobe can too.)
Special execution, Lemari Lebaran​
A curated in-app collection of special occasion and Lebaran-appropriate preloved pieces. Items are not discounted, they are elevated: curated, photographed beautifully, each with a seller note about the piece's story. The goal is to make buying preloved for Lebaran feel aspirational, not economical.
Campaign 3, Independence Day (17 Agustus)​
The insight​
Indonesia's Independence Day is a moment of national pride and cultural identity. For Pasar Seken, a platform that is explicitly Indonesian-first, this is a brand affinity moment, not a sales push. We don't run a promotion. We celebrate.
Campaign angle​
"Mode yang lahir dari sini."
(Fashion that was born here.)
Celebrate Indonesian fashion identity: preloved local brands, traditional textiles passed down between generations, the uniquely Indonesian way of dressing that does not need a global label to validate it.
Messaging​
"17 Agustus bukan cuma tentang bendera. Ini tentang siapa kita, dan bagaimana kita tampil menjadi diri kita sendiri."
(August 17 is not just about the flag. It is about who we are, and how we show up as ourselves.)
Content focus: Indonesian local fashion brands (preloved), batik and traditional textiles in the secondhand market, "proudly Indonesian" seller spotlights, local craft and heritage in fashion.
Goal: Brand affinity over GMV. This is the campaign that builds emotional connection with the platform, the one people remember, not the one that moves the most items.
Campaign 4, Harbolnas 11.11​
The insight​
Harbolnas (Hari Belanja Online Nasional) on November 11 is Indonesia's equivalent of Singles Day, the biggest e-commerce moment of the year. Every platform runs deep discounts. Pasar Seken does not race to the bottom.
Our position: participate in the cultural moment without abandoning our positioning. We do not slash prices, we amplify discovery, celebrate community, and make it the biggest day for new seller sign-ups.
Campaign angle​
"11.11, satu hari, seribu cerita."
(11.11, one day, a thousand stories.)
While every other platform shouts discounts, we celebrate the stories behind the items. This is differentiation through brand behaviour, not just copy.
Messaging​
For buyers:
"Hari ini, semua orang belanja. Kamu bisa belanja sambil menemukan sesuatu yang benar-benar berarti."
(Today, everyone shops. You can shop while finding something that truly means something.)
For sellers (pre-11.11 activation):
"11.11 adalah hari paling ramai sepanjang tahun. Pastikan barangmu sudah ada di sana."
Execution​
Seller activation (D-14 to D-1):
- Push to existing inactive sellers: "Harbolnas sudah dekat, listing sekarang"
- New seller acquisition drive, internal target: 1,000 new sellers before 11.11
- Community challenge: seller sign-up milestone tracker shared publicly
Buyer experience (11.11 day):
- Featured collections: curated picks by Pasar Seken team
- "Temuan Hari Ini", limited 24-hour discovery feature
- Social sharing mechanic: tag @pasarseken with your 11.11 find
Email sequence:
| Timing | Subject line | |
|---|---|---|
| Teaser | D-7 | "7 hari lagi, udah siap belanja yang beda?" |
| Pre-day | D-1 | "Besok 11.11, ini yang sudah kami siapkan untukmu" |
| Day-of | D-Day, morning | "Hari ini. Seribu cerita menunggumu." |
| Post | D+1 | "Apa yang kamu temukan kemarin?" |
Campaign 5, Harbolnas 12.12 + Year-End Cuan​
The insight​
December 12 is the second Harbolnas, and for Pasar Seken, it marks the start of our most powerful seller acquisition window: the year-end wardrobe clear-out.
Indonesians naturally want to start the new year fresh. Wardrobes get audited. Decisions get made. Things that have been sitting unworn for months finally get addressed. Pasar Seken is the obvious home for that energy.
Dual campaign track​
December timeline​
| Phase | Dates | Focus |
|---|---|---|
| Pre-12.12 seller push | Dec 1-11 | Seller acquisition + listing volume |
| 12.12 day | December 12 | Peak buyer GMV |
| Year-end seller campaign | Dec 13-31 | "New year, new lemari" seller drive |
| New year handoff | Jan 1 | Bridge content to always-on Q1 |
Year-end seller messaging (Dec 13-31)​
This is potentially the highest-ROI seller acquisition window of the year. Messaging shifts from commerce to new-year renewal:
"Tahun baru mau mulai. Lemarimu juga bisa mulai dari awal."
"Resolusi tahun baru: lemari yang lebih ringkas, rekening yang lebih berisi."
"Barang yang belum kamu pakai sepanjang tahun, saatnya jalan."
Special execution, "Lemari [Year]" campaign​
A community-led campaign in the final two weeks of December:
- Mechanic: Sellers share their wardrobe clear-out moment, what they are listing before the year ends
- Community content: Before/after wardrobe moments, milestone celebrations, first-sale stories
- Buyer angle: "Tahun baru, penemuan baru", discovery content framing January browsing
- Goal: Build listing volume going into Q1
Year-end email series​
| Send date | Subject line | |
|---|---|---|
| 12.12 announcement | Dec 5 | "12.12 sudah dekat, ini yang kami siapkan" |
| Seller pre-12.12 | Dec 8 | "Listing sebelum 12.12, ribuan pembeli menunggu" |
| 12.12 day | Dec 12 | "Hari ini. Temukan sesuatu yang benar-benar milikmu." |
| Year-end seller | Dec 20 | "Lemarimu menyimpan cuan tahun ini yang belum kamu ambil" |
| New year | Dec 30 | "Tahun baru dimulai. Lemarimu juga bisa." |
Always-on campaign rhythm​
Outside major burst campaigns, the following recurring activations run continuously:
Campaign planning checklist​
Use this before every campaign burst:
- Timing confirmed and updated for the current year (especially Ramadan/Lebaran)
- Seller activation brief written and approved, minimum 2 weeks before campaign
- Email sequence written and loaded into email platform
- Content brief sent to social media team / agency
- KPI targets agreed and logged in Notion
- Post-campaign review date scheduled
- Brand communication rules applied to all copy (see Brand & Communication)
Specific GMV targets, budget allocations, and channel-level execution plans for each campaign live in the Notion workspace and are updated quarterly. This document covers strategy, angles, messaging, and timing only.