Our creative strategy is to build our target audience's confidence to serve pasta as an everyday dish. That's how "Pasta Bisa" was born. In Indonesian, "Pasta Bisa" means two things: You don't need to be an expert to cook pasta, and you can cook pasta with the available ingredients in your home, just like rice and noodles, the more familiar staple foods for Indonesians. To communicate this message, we created an Instagram account because that's where our target audience finds food inspiration to cook daily. We posted hundreds of local dishes made with pasta, and just in three weeks, we got more than 30k organic followers. We also utilized local communities that focused on sharing recipes on Instagram and asked them to create their version of local pasta and share it online. We then tested our consumer confidence level by asking them to get creative with their version of local pasta and share it online using #pastabisa. The campaign generated more than 20,000 unique recipes. The campaign journey, including the user-generated recipes, is available at www.pastabisa.com.