In the 2024 Indonesian presidential election, the duo of Prabowo Subianto and Gibran Rakabuming Raka achieved more than just a victory at the polls; they revolutionized political campaigning for the digital age. As a core member of the team that designed and implemented their social media strategy, I witnessed firsthand how a meticulously crafted digital engagement plan could transform a candidate’s public image and resonate with an increasingly influential young electorate.
The Prabowo-Gibran ticket won 58.59% of the votes, a clear testament to the effectiveness of our campaign and the resonance of our message. Diverging from traditional campaigns that rely heavily on rallies and broadcast media, we utilized platforms like TikTok to foster a deeper, more authentic connection with voters, especially the youth. We portrayed Prabowo not as the stern military figure from his past but as a relatable, approachable leader eager to steer Indonesia towards a progressive future, while Gibran directly represented the young generation (Gen Z and Millennials), who, according to the General Election Commission, constituted 56% of the total voters.
Authenticity was the cornerstone of our strategy. We focused on revealing the genuine character of Prabowo, emphasizing his vision for an inclusive and prosperous Indonesia. This approach involved presenting his policies and personality in ways that young voters could easily relate to and trust. We shunned overly polished, manufactured messages in favor of spontaneous interactions and candid discussions, which helped to break down barriers often felt between a national leader and the electorate.
Our digital strategy also emphasized positive narratives and unity, avoiding attacks on political opponents, and focusing instead on communicating the vision, mission, and programs of Prabowo-Gibran for a better Indonesia. This involved not only ensuring that Prabowo-Gibran remained genuine but also addressing the youth’s ability to discern any semblance of a fake personality among the candidates.
Our approach included positioning Prabowo as a centrist figure. In a highly competitive election, with clear ideological lines drawn between the left-leaning Ganjar Pranowo-Mahfud MD and the right-leaning Anies Baswedan-Muhaimin Iskandar, we consistently maintained a moderate and balanced stance for Prabowo-Gibran. This resonated well with the majority of Indonesian voters who preferred leaders who avoid extremism. This central positioning not only broadened Prabowo’s appeal but also facilitated more mature dialogues and fostered understanding across the political spectrum.
Moreover, starting in October 2022, our team—primarily composed of Millennials and Gen Z members—adopted a communication style marked by positivity. We avoided controversial debates, demeaning rhetoric, and misinformation, aligning with Prabowo-Gibran’s personal ethos that political adversaries are not personal enemies. We understood that the majority of social media users dislike conflicts, slander, and character-assassinating debates.
This consistent approach was reflected in the attitudes of the Gerindra Party’s spokespersons, the political organization founded by Prabowo and a major supporter of his candidacy. This ethos extended to the collective demeanor of the National Campaign Team, which comprised Gerindra, Golkar, the Indonesian Solidarity Party, and others, collectively adopting a non-combative stance in public discourse, though sometimes humorously mislabeled as the “National Clarification Team” due to their defensive positioning.
Strategically, we supported our spokespersons with a dedicated research team that operated round-the-clock to equip them with the latest insights and data. This preparation allowed them to address accusations, clarify controversies, and ensure that Prabowo-Gibran’s vision, mission, and programs were effectively communicated to the public. Aware that most Indonesians get their news from social media, we ensured that all spokesperson appearances on television and podcasts were shared across social platforms in short video formats of up to three minutes.
This campaign strategy was not without challenges. Critics and skeptics compared our strategies to those of populist leaders like the Philippines’ Bongbong Marcos. However, as someone directly involved, I can refute those claims. While we studied Marcos’ strategies, we did not mimic them because Prabowo-Gibran’s character is not like Marcos’. You might ask, where did the ‘Gemoy’ (cute) image of Prabowo come from? I assert, it emerged from the public’s affection towards Prabowo, and we capitalized on it.
Our approach was exceptionally effective in handling the controversies that arose during the campaign, including accusations of power abuse and electoral fraud. We tackled these issues transparently, using social media to clarify misinformation and communicate directly with voters. This proactive stance in crisis management underscored Prabowo’s commitment to integrity and democratic values.
And just like in a soccer game, our defensive stance was met with continuous attacks by our political opponents. As a result, they made blunders, and the public penalized them. This formed the basis for our fourth strategy, the “Tai Chi Maneuver.”
The Tai Chi Maneuver is a strategy that uses the opponents’ momentum against them, turning potential crises into opportunities for positive engagement. Instead of aggressive counterattacks, we opted for calm, reasoned responses that aligned with our overall message of unity and progress. This not only diffused tensions but also strengthened Prabowo’s image as a stabilizing force in Indonesian politics.
A real example of this strategy was during the open campaign event. You might recall the Ganjar-Mahfud open campaign in Banyuwangi, East Java, on February 8th. During the event, Puan Maharani asked the crowd whom they would choose on February 14th, and the crowd responded: Prabowo. We clipped that moment from the event attended by thousands and disseminated it through social media. As a result, just from one TikTok account, we achieved 50 million views, over 1 million likes, and tens of thousands of positive comments for Prabowo-Gibran.
Another example is when PDI Perjuangan politician Masinton Pasaribu mocked Gibran by calling him “Samsul.” For those who are unaware, Gibran had a slip of the tongue when he said “Asam Sulfat” (Sulfuric Acid) instead of “Asam Folat” (Folic Acid), which led to the nickname “Samsul.” Instead of undermining him, Masinton’s action inadvertently boosted Gibran’s popularity, who then adopted “Samsul” as his nickname.
The overall success of this strategy is inseparable from one key factor: data. Much like traditional campaigns that rely on survey data, we depended on big data. Through big data, we measured public emotion, message reach, message effectiveness, and public feedback.
We believe the impact of this campaign will extend beyond the digital realm. This affects how political campaigns will most likely be conducted in the future, particularly in the regional elections scheduled for November across Indonesia. The 2024 Presidential and Vice Presidential election serves as a compelling case study on how digital tools can be harnessed to encourage political engagement and influence election outcomes.
Prabowo Subianto’s campaign offers valuable lessons on the power of digital media and positioning in modern electoral strategies. By integrating advanced technology and a commitment to authentic, inclusive communication, the campaign not only secured the presidential and vice-presidential victory but also set a new standard for political engagement in the digital era. It clearly shows that in the world of political communication, sometimes the medium can be as impactful as the message.
albert tarigan 