YAVA’s Innovative Strategy with Assemblr Brings Gamified TikTok AR Filter to Life

Founded in 2012 in Ban Village, East Bali, YAVA was born with a mission that went far beyond simply selling snacks. Their vision has always been to uplift the local community through agriculture, food processing, and job creation. Starting from a modest warehouse storing cashews and fruits, YAVA has now grown into a leading healthy food brand, producing a wide range of nutritious snacks while empowering more than 400 local workers.

Finding the Right Launch Strategy for a Young Audience

When launching YA’Bar, YAVA aimed to go beyond traditional product promotion. They wanted to communicate their brand message, that YA’Bar helps boost stamina in a fresh, interactive way that directly connects with audiences. To resonate with younger generations, YAVA turned to TikTok as their primary platform, leveraging its popularity for setting trends, sparking interaction, and driving organic participation. At the same time, the campaign was designed to encourage user-generated content (UGC), inspiring users to voluntarily share their experiences and building wider engagement within the online community.

Gamified AR Filter as an Effective Engagement Tool

To bring this vision to life, Assemblr, in collaboration with Buka Cerita and Inbound ID, developed an engaging digital campaign in the form of a Gamified AR TikTok Filter titled “YABAR MOVE FOR MORE.” The filter features YAVA’s beloved mascot, Steady, in a fun and competitive AR Run game. Players interact by shouting “YA” to make the character jump, tilting their heads left or right to switch lanes, and dodging obstacles while collecting YA’Bars. Each YA’Bar collected boosts the character’s speed and stamina, creating an energetic and thrilling experience.

The gameplay was enhanced with a points system, competition, and social sharing features. Scores were calculated based on the number of YA’Bars collected, and participants were encouraged to post their results on social media by tagging @YAVABALI. To raise the stakes, the top scorer stood a chance to win a grand prize trip to Bali.

This project showcased the limitless creativity that AR technology makes possible. By gamifying YA’Bar’s product launch, YAVA and Assemblr successfully turned a simple snacking message into a fun, shareable adventure, one that strengthened audience engagement and created lasting impressions.

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