Member.id, an Indonesian-based marketing and tech firm focusing on loyalty services, announced today it has secured US$1.1 million in a Series A round, led by East Ventures with a strategic investment from travel giant Traveloka.
The funds will help it scale its content creation capabilities by bringing in more resources and talent, and create a “more diverse” library of digital content.
The startup also announced Luna Maya, a popular local actress and entrepreneur, has joined it as Managing Partner.
In addition to this, the Jakarta-headquartered startup announced its expansion into the creator economy with the addition of ‘Travel Secrets’, a travel content platform. ‘Travel Secrets’ will be part of a new content production division, called TS Media.
Member.id claims TS Media allow brands and companies to tap into Indonesia’s growing creator economy by equipping them with the necessary technology and expertise.
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Launched in 2014, Member.id provides strategy consulting, data analytics and tech solutions for enterprise clients to drive customer retention. On the other hand, its TS Media division is focussed on creating content to raise awareness, driving up customer acquisition for businesses.
“We are now able to offer clients and brands an end-to-end marketing solution from awareness, aspiration, activation, to retention and referrals. By creating quality content across several digital platforms, we have expanded our ability to create beyond travel-related content but have diversified into other areas including culinary, sports and lifestyle,” said Marianne Rumantir, CEO and Co-founder of Member.id.
“We are expanding and creating new programmes with new talent to cater to different audiences. This opens up more opportunities for new brands across different industries to work with us,” she added.
Meanwhile, Member.id noted the strategic investment from Traveloka brings in the unicorn’s extensive networks of merchants and business opportunities for the company.
Also Read: Innovate and go: How Traveloka revamps its services to comply with changing travel behaviour
“The pandemic has triggered a behaviour change among consumers, in which they spend significantly more time viewing social media content. By creating content that is geared towards domestic tourism, we can be a significant force in driving additional demand for Traveloka,” said Robert Tedja, Co-founder and Chief Strategy Officer of Member.id.
Fuelled by the country’s high mobile penetration rates, the creator economy is flourishing in Indonesia. According to App Annie, Indonesians spend an average of 5.2 hours per day on mobile in 2020, the highest in the world.
“As we start living in the post-pandemic era, we are witnessing the shift of media consumption. One of the key trends is the rise of the creator economy, which is the extension of Member.id’s customer management solution,” said Willson Cuaca, Cco-founder and Managing Partner of East Ventures.
Image Credit: Member.id
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