PUSAT GADAI INDONESIA (PGI)
UGC Narrative & EGC Campaign - “Scaling Trust Through Storytelling & POV Content”
A multi-pillar content strategy combining UGC narratives, EGC storytelling, and POV-based content to transform PGI’s social media presence—driving massive growth in views, engagement, and audience trust through relatable, human-centric storytelling.
56.3M+
KPI Achieved:
Multiple content pillars across TikTok Narrative-driven + POV storytelling approach
Client Background
Pusat Gadai Indonesia (PGI) is a financial service brand providing pawn and lending services. The brand aims to:
- Increase awareness and trust
- Educate audiences about services
- Build stronger engagement through social medi
The Challenge
- Low trust perception in financial services category
- Need to simplify complex services into relatable content
- Stand out against competitors (Raja Gadai, Pandai Gadai, Gadai Mulia)
- Scale content performance while maintaining authenticity
Our Objective
- EGC (Employee Generated Content)
- UGC narrative storytelling
- Educational & interactive content
- Driving massive reach
- Increasing engagement
- Building trust through relatable storytelling
Massive Performance Growth
- October: ~8.7M views
- November: ~9.5M views
- December: 56.3M views
@pusatgadaiindonesia_id
- 27,147,152 views
- 462,963 likes
- 3,812 comments
- 12,255 shares
@gadai.pgi.aja
- 27,147,152 views
- 462,963 likes
- 3,812 comments
- 12,255 shares
@pusatgadaiindonesia_id
- 27,147,152 views
- 462,963 likes
- 3,812 comments
- 12,255 shares
@asal.gadai.pgi
- 1,518,726 views
- 5,068,572 views
- 301,160 likes
- 6,978 comments
- 9,290 shares
- 2,658,168 views
- 1,212,797 views
- 792,911 views
JOURNEY - PROJECT EXPLANATION
The campaign evolved from traditional content into a multi-angle storytelling system:
Core idea: “Make financial services feel human, relatable, and part of everyday life.”
Instead of direct promotion, content focused on:
- Real-life scenarios
- Customer POV
- Employee interactions
- Emotional & humorous storytelling
Content Execution Strategy. The campaign used 3 main pillars:
- Staff-based storytelling
- Natural interactions with customers
- Behind-the-scenes service moments
Content Flow Structure. Most content followed:
Hook → Relatable scenario → Problem/curiosity → Service exposure → Resolution
- Story-driven videos with clear characters
- POV from customers & everyday situations
- Soft-selling embedded in storylines
- First-person experiences
- Realistic, immersive storytelling
- High authenticity and relatability
Audience Engagement & Sentiment
Audience responses showed:
- Strong trust (“aman”, “terpercaya”)
- Positive service perception
- Appreciation of staff friendliness
- High interaction volume across accounts
- Strong comment-driven discussions
- Increasing shares from relatable content
Competitive
Advantage PGI:
- Dominates views vs competitors
- Shows strong engagement growth
- Leads in follower growth (~3,000+)
Content strategy became a key differentiator vs competitors
Brand Safety & USP Integration
- Service messaging is embedded naturally
- Stories highlight real use cases
- Educational elements blended with entertainment
- Higher trust
- Lower resistance
- Better audience retention
Key Learnings
- Narrative + POV storytelling dramatically increases performance
- Financial brands can become relatable through human stories
- Multi-account strategy accelerates scale
- EGC content builds authenticity and trust faster than ads
- Controversial/light curiosity hooks improve initial engagement
- Story-driven soft selling outperforms direct promotion
Looking to scale your brand with high-performing storytelling and UGC systems?
Let’s create content that doesn’t just inform but builds trust, engagement, and real business impact.
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