Sellers were the key success factor in the Indonesian on-line marketplace -They were the focus for all communications in the sector. Over time, Bukalapak had developed a growing number of sellers. However, they had started moving to the newer competitors - the result; our market share declined. Bukalapak needed to do something fast to stay ahead. Instead of fighting to get lapsed sellers back, Bukalapak focused on creating a new generation of sellers, boosting Bukalapak’s potential. The campaign surpassed the set target of 100,000 new sellers joining Bukalapak by 450% since the start of the campaign.