Turning a product story into live content

How do you make people care about a design tool during Ramadan?

Canva wanted to reach Indonesian UMKM owners during the busiest selling season of the year — not with a product pitch, but with something genuinely useful to their business.

The brief was simple: make Canva feel like a shortcut to success, not a tool to learn.

We led with utility, not the brand:

• Make it practical, not promotional. Three days of live training built around real UMKM problems — Ramadan promos, product catalogs, event flyers — using Canva features as the solution, not the subject.
• Bring in the right voice. KOL Kak Jill joined Day 1 to demo Canva live on her own curtain business, making the product story feel genuinely native.
• Build a community, not just an audience. Alongside the livestream, we grew Canva's Facebook Group by 338 new members — exceeding the 300-member KPI.

The best demo isn't a demo. It's watching someone make something that actually matters to them.

We built a 3-day live content series end to end:

• #GampangDiCanva TikTok Live. 3-day livestream across 6 sessions covering Ramadan promos, greeting content, and event flyers — with live demos, quizzes, and Canva Premium voucher giveaways.
• KOL activation. Kak Jill joined Day 1 for a live demo building real promo content for her own business.
• TikTok Live Ads. Paid amplification generating 28,528 incremental participants and 1.25M impressions across 3 days.
• Facebook Group growth. Strategic community seeding driving 338 new members, exceeding KPI by 12.7%.