Avengers: Endgame – Deep Dive into the Social Media Realm

Disclaimer: The following article contains major spoilers for Avengers: Endgame! So if you haven’t seen the movie yet, set aside 3 hours of your time to go experience it first on the big screen.

After experiencing the devastating outcome of Avengers: Infinity War, fans waited a whole year to find out what happens next. The latest instalment of the Marvel Cinematic Universe (MCU), Avengers: Endgame, brought us the grand conclusion we needed, along with many exciting and unforgettable moments. Avengers: Endgame has to be one of Marvel’s most successful movies by far, being the second-highest grossing movie of all time (at the time of writing) and the fastest film to surpass over US$2 billion in ticket sales worldwide. So, it’s no wonder that the movie generated a whole lot of buzz online.

Using Meltwater Social, we assembled to take a deeper look at what fans were talking about in the social media realm. It was unsurprising to discover that within a fortnight of its release date on 24 April 2019, the film generated over 8.7 million social mentions.

Social coverage spanned across multiple social media platforms with the bulk of mentions derived from Twitter. A high portion of social mentions was derived from the United States, followed by the United Kingdom. There was also significant coverage in other parts of the globe such as Europe and Southeast Asia, showing how stories of the MCU resonates with people of different backgrounds and cultures.

Now let’s take a look at some of the most talked about moments in the movie:

Tony Stark’s and Black Widow’s Sacrifice

Looks like Tony really was “the guy to make the sacrifice play”, in contrast to what Steve Rogers may have told him in 2012’s The Avengers film.

With over 65,000 mentions, one of the most important moments would have to be the death of the inimitable Iron Man a.k.a Tony Stark. The ingenious and wealthy business magnate slash scientist has come a long way since he was first introduced in 2008 and has paved the way for the MCU ever since. Fans expressed both their grievances and admiration for the long-time superhero online after witnessing his ultimate sacrifice. Using the Infinity stones (which he removed sneakily from Thanos’ possession), Iron Man wiped out the entirety of Thanos’ armies and the supervillain himself – but at the expense of his own life.

Nevertheless, Iron Man wasn’t the only one who made sacrifices in the movie. In the second act of the film where our superheroes carried out their “Time Heist” to recover all six Infinity stones, Black Widow a.k.a Natasha Romanoff sacrificed herself at Vormir to retrieve the Soul Stone. Her selfless act garnered over 39,000 mentions online, with some fans questioning why she had to be one of the characters to die in the film.


(Source: Yahoo.com)

The Worthy Captain! And Avengers Assemble!

Tragic moments aside, there were also amazing, mind-blowing scenes in the movie that would make anyone punch their fists in the air.  

One of them occurred during a gripping fight sequence between Thanos and three of Earth’s mightiest heroes. We discovered that Captain America was able to wield Mjolnir, proving his worthiness, and used its powers against Thanos. The scene sparked over 23,000 social mentions online. Fans expressed how thrilled they were that they finally learned the super soldier was worthy all along.  

The next exciting moment happens not long later. If no one in your cinema was applauding or cheering at this scene, I can assure you they were most likely screaming internally. After Captain America hears Falcon calling out to him, we watched all our once “dead” heroes emerge from portals appearing around the battlefield, before kicking off an epic final battle sequence.  

The scene received over 32,000 hits online with multiple users commending the soundtrack (“Portals” – Alan Silvestri) that was used in the background. Fans were also commenting on how they had waited so long for Captain America to finally say “Avengers Assemble!”


(Source: express.co.uk)

Thor’s Unexpected Weight Gain

Another noteworthy topic would be Thor’s controversial new look, where the previously able-bodied God of Thunder puts on quite a lot of weight and adopts rather unhealthy drinking habits. The topic reaped over 22,000 hits but unfortunately, about 49% of mentions were tagged as Negative. While some found Thor’s transformation hilarious, there were still many who criticised the character’s new look, claiming that it was unnecessary and did not do any justice to the character’s development.

Amongst all the superheroes featured in the movie (and there were a lot of them), some noteworthy mentions include Ant-Man and MCU newcomer Captain Marvel. Both superheroes who were not in the previous Avengers film appeared in this latest instalment and were ranked amongst the highest mentioned superheroes for the film. Mentions on Ant-Man mainly included fans claiming that the universe wouldn’t have been saved if he had not been released from the Quantum Realm while coverage of Captain Marvel included responses and conversations surrounding a contentious article from Screen Rant.

Ultimately, Avengers: Endgame generated a great amount of buzz and hits online. The mix of sentiments and emotions surrounding different topics seems to signify just how passionate fans can be and how impressive is it that superb filmmaking and storytelling can impact a great number of people. We can’t wait to find out what Marvel has in store for us in their next phase. With Meltwater Social, you too can harness the power of social listening and uncover insights about your brand at your fingertips – no gauntlet needed.

Top Social Media Campaigns in Indonesia

In 2016, a joint Google-Temasek report predicted that by 2020, Indonesia will have the fourth largest Internet market with 215 million users. With a current population of about 150 million avid Internet users and a growing mobile commerce market, it seems that the future is near.

Indonesia has stood out as one of the fastest growing digital economies in Southeast Asia with consumers spending an average of 8 hours of their time online every day on shopping and e-commerce sites as well as ride-sharing platforms. Amidst online services and websites, Indonesians are also observed to be very active on social media platforms such as YouTube, Facebook, WhatsApp, Instagram, and LINE. Hence, with the growing use and dependence on the Internet and social media sites, it opens up a lot of opportunities for businesses to push their digital marketing strategies, as well as boosting customer engagement and brand awareness.

In this article, we will be looking at some of the best social media campaigns in Indonesia and what we can learn from them:

1. Go-Jek boosted brand awareness by paying tribute to local brands

Go-Jek made its mark in the ride-hailing industry as it grew from a simple motorbike taxi startup to a billion-dollar transportation network company, all within the span of 1.5 years. Besides increasing market growth, Indonesia’s very first unicorn is also well-known for its creative social media campaigns – one of them being their #AnakBangsaBisa (“Children of the Nation”) campaign which was held in line with the nation’s Independence Day.


Held in August 2018, the #AnakBangsaBisa campaign paid tribute to successful local brands, celebrities, musicians and athletes in Indonesia by featuring them in videos posted online as well as on TV and in cinemas. The campaign aimed to inspire and ignite a sense of pride amongst Indonesians and made use of floral petals and arrangements which to Indonesians, symbolised the idea of celebrations and special occasions. The company even went the extra mile to deliver floral arrangements to these brands and celebrities.

The use of relatable images and content resonated effectively with audiences, resulting in a well-received campaign. After it was posted online, the video garnered a high volume of views within a short period of time and was praised by netizens. Looking at the social coverage of the campaign, a month after its first video was posted, it can be seen that a high volume of mentions in relation to the campaign was tagged as positive:

Figure 1: Sentiment analysis of #AnakBangsaBisa campaign in August 2018 using Meltwater

To develop the content for this campaign, Go-Jek made sure to do its research. A survey was conducted beforehand to learn more about what the locals knew about their homegrown brands. It goes to show the importance of research and gathering insights on your audiences before developing any >social media strategies.

What can we learn from Go-Jek’s Campaign:

    • Conduct market research first before launching a campaign to understand your target audience
    • Use well-known local events to create relatable content to capture attention from local consumers


2. Tokopedia influenced brand perception by sharing a simple message

Tokopedia’s #MulaiAjaDulu campaign doesn’t just tell consumers to start striving for their dreams – it shows them where to start.

Using the hashtag #MulaiAjaDulu, meaning “just start it”, the campaign features short, simple and colourful video advertisements that capture the stories of individuals unhappy with their current situations and yearning to do more in life. The message is clear-cut but Tokopedia cleverly highlights the value of its e-commerce store as a one-stop platform where consumers can find the tools they need to achieve their dreams at the end of each video.


Although the approach and idea may seem cliche, Tokopedia did not just show that they were selling something tangible but essentially a life-changing way of shopping online. It showcased the convenience of using its e-commerce platform, paired with an inspiring message for their consumers.

What can we learn from Tokopedia’s campaign:

    • Keep any social post simple and easy to understand
    • Incorporate humour or excitement to generate further interest
    • Show steps to be taken on how to use your company’s product


3. Sale Stock Indonesia boosted revenue by optimising their resources

As one of the top social media platforms in Indonesia, Facebook has garnered over 130 million active users in Indonesia in 2018, growing by 23% as compared to the previous year. It was also one of the most used platforms among Indonesians when it comes to shopping online as 40% of consumers would use Facebook to look for recommendations and information on products.

During the early stages of its e-commerce business, fashion online retailer Sale Stock Indonesia (now rebranded as Sorabel, as of January 2019) optimised the use of its Facebook advertisements, making full use of all the tools available. Through the use of link ads on its Facebook page, the company drove people to its website where they could browse their store and make purchases, hence, boosting sales. They also made use of Facebook’s “Custom Audiences” feature to create personalised ads as well as the “Lookalike Audiences” function to ensure that their ads reached their target audiences, namely 18-34 year old women.  


In 3 months, Sale Stock Indonesia successfully experienced a 4x increase in sales, with 90% of its revenue driven by Facebook traffic. Thus, despite relying on a single platform to engage consumers, Sale Stock showed that optimising the full use of the site can prove to be beneficial in the long run.

What can we learn from Sale Stock’s campaign:

    • Have a good understanding of social media tools to reap the benefits
    • Generate personalised content to reach out to your target audience

4. Rexona Indonesia lead social conversations to promote a new product

In 2015, Rexona Indonesia tapped onto a major local football tournament, Piala Presiden 2015 (President’s Cup), to promote the launch of its new product, Rexona MotionSense. Aware that many Indonesian football fans would be tuning into their social media platforms to comment on or receive updates on the game, Rexona decided to use the opportunity to hold a Twitter campaign.

The brand’s Twitter campaign evolved around the use of its hashtag #MOGER which means “get moving” in Bahasa Indonesian and is tied to its new MotionSense deodorant.  They also used the hashtag #MotionSense to further support the product launch.

Using Twitter’s Promoted Trend function to capture attention, Rexona engaged in real-time conversations during the event by posting live Tweets and updates as the game took place. To grab further attention from fans, the company also posted videos and game highlights as well as images of the teams preparing for matches and well-known national figures who had attended the event. Rexona even used a Poll Card before the final kick-off to get fans to vote for their favourite teams, encouraging interactions with the brand.

Although the campaign only lasted nine days, Rexona was able to achieve an overall reach of 720,000 and an average engagement rate of 5.2% within a short span of time, indicating how they will able to garner attention from a high volume of Twitter users. The brand’s campaign hashtag #MOGER was also able to obtain about 4.9 million Twitter impressions and 13,100 mentions, implying that Twitter users were also incorporating the hashtag in their own posts. Thus, Rexona was able to boost awareness of its new product as well as its brand by tapping onto the massive reach of a major local event.

What can we learn from Rexona Indonesia’s campaign:

    • Similar to Go-Jek, take advantage of major local events to tap into a massive audience
    • Create a simple and relatable hashtag that can be easily replicated and shared
    • Encourage consumers to interact with your brand online


In conclusion, these businesses proved that with the right strategies, a simple social media campaign can go a long way! As shown above, these companies developed successful social media campaigns through conducting research to understand their audiences and markets, creating eye-catching and meaningful content as well as maximising the tools they have. Learning from these strategies, businesses and startups in Indonesia can leverage the power and prominence of social media within the country to boost their brand awareness. You too can learn more about how to build a social media strategy in 10 easy steps!