Making a new retail name feel instantly established.
A PR-first market-entry push pairing national media narratives with high-visibility digital placements.
The challenge
OH! SOME entered Indonesia with a new name and fast retail expansion. The brand needed awareness and credibility at the same time.
The launch involved multiple locations and a high-attention opening moment, so the story had to travel beyond store visitors and into national conversation.
The opening
“A new retail identity earns trust faster when the launch is framed as a relevant market story rather than a promotional announcement.”
The integrated response
One system, from strategy to the live moment.
Miso developed a PR-first launch narrative, pitched tailored angles to major Indonesian media, and synchronized digital banner placements with the opening window to reinforce recognition.
Verified outcomes
major Indonesian media outlets activated
launch visibility across paid and earned media