(L-R) Feedloop Co-founders Ronaldi Kurniawan, Ahmad Rizqi Meydiarso, and Muhammad Ajie Santika

Feedloop, a SaaS-based interactive content marketing platform in Indonesia, announced today that it has secured an undisclosed amount of seed investment from early-stage VC fund East Ventures and several unnamed angel investors.

The startup will use the money to build the next-generation interactive content experience to help companies in their brand activation initiatives.

Founded in late 2018, Feedloop aims to disrupt the way brands connect with its customers, especially to appeal to Millenials and Generation Z, for whom traditional one-directional marketing is no longer effective. Feedloop provides the building blocks for marketers to create interactive marketing campaigns such as survey, quizzes and interactive storytelling that drives high user engagements.

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“This generation of consumers expect a two-way dialogue with their brands, simply delivering message is not enough,” said Ahmad Rizqi Meydiarso, Co-founder and CEO of Feedloop, who also previously co-founded Kata.ai, a conversational AI company in Indonesia. “Showing ads to promote your product or brand is no longer working. You have to invest in building contents that spark dialogue and give value to your audience.”

Within just less than six months of operation, Feedloop had executed pilot projects with multiple brands and digital marketing agencies to test the potential use cases of such technologies. The two campaign examples are for social media engagement and talent acquisition funnel management.

For social media engagement, Feedloop assisted Liga1 (highest professional football division of the Indonesian football league system) and its agency Panenmaya to build a brand engagement campaign on Instagram. Users filled in the survey to find out which Liga1 players were most alike to them and then posted the result on their personal Instagram story. This campaign attracted 20,000 unique user’s posts in just one single day, totaling over 30,000 posts in two consecutive days.

For talent acquisition funnel management, Feedloop assisted Paragon (one of Indonesia’s largest cosmetic producers owning brands of Wardah, Make Over, Emina, IX, dan Putri) in creating interactive campaign builder to improve its talent acquisition funnel. Rather than just clicking through job application pages, applicants’ journey started from checking whether their personality suited to the related position they applied for. For employers, this helps to map suitability of the candidates prior to engaging with them directly.

“By providing the much-needed tools to build immersive interactive experience, Feedloop can dramatically reduce the time-to-market of a creative campaign while reducing the cost if compared to custom vendor-built campaigns,” claimed Ronaldi Kurniawan, Co-founder and CTO of Feedloop. “Thus, we are relieving marketers burden to let them focus on the most important thing: the creative process. We also give them the ability to continuously improve through the feedback loop made possible through our analytics system.”

Feedloop also collaborates with Narasi.tv (an online media platform providing video content with journalistic approach) to create interactive digital media experience that allows viewers of the programme to provide real-time feedback.

According to PwC, Indonesia’s digital media spending is among the fastest growing in the world, with PQ Media estimating its ads spending at USD$12 billion. Despite the large spend, key challenges lie in digital skill or resource gaps for content marketing: how could marketers design a great overall customer experience to improve brand engagement, thus results in higher marketing ROI. Feedloop believes that interactive digital content is the solution.

Melisa Irene, Partner of East Ventures, said: “We believe that with more than 150 million Indonesian consumers already online, personalisation will be key strategy for brands and companies to reach customers more effectively. Feedloop team has the right mindset as they bring product- based approach to help companies innovate on personalized brand experience in multiple use cases.

East Ventures has invested in hundreds of companies in Indonesia, Singapore, Japan, Malaysia, and Thailand. Its portfolio companies include Tokopedia, Traveloka, Mercari, Disdus (acquired by Groupon), Kudo (acquired by Grab), TechInAsia, Omise, IDNTimes, Ruangguru, Jurnal, Cermati, MokaPOS, ShopBack, EVHive, Pasar Polis and Loket (acquired by Gojek).