The Brand Communications Challenge
erafone Lebih Dekat (eLD) was a social experiment campaign built on a simple idea: a retail brand getting genuinely, spontaneously close to the people it serves. Rather than broadcasting promotions, the campaign turned erafone into a participant in everyday Indonesian life — shifting brand perception from transactional to relational.
At its centre was "MinEra" — a warm, curious character who arrived unannounced in city squares, malls, and public spaces to conduct social experiments, hand out prizes, and capture real human reactions on camera.
The brand communications challenge was two-fold: first, to generate media coverage in each of the 8 cities by making the campaign locally relevant; second, to maintain a consistent brand narrative while adapting to each city's unique culture and media landscape — ensuring the brand story was clear, compelling, and consistent across all touchpoints.
What I Did
- 01 Press Release Strategy: Led media relations for 8-city social experiment tour, writing localized press releases for each city stop that resonated with regional media outlets and audiences while maintaining brand consistency.
- 02 Media Pitching: Developed press materials that secured coverage from AyoBandung, Tribun Surabaya, WASPADA (Medan), Tribun Kaltim (Balikpapan), and more — amplifying brand visibility across regions.
- 03 Character Scriptwriting: Wrote all scripts for the "MinEra" character — social experiment videos, mini-vlogs, and city-specific content — maintaining a consistent brand voice while adapting to each city's culture and context.
- 04 Brand Narrative Development: Developed narratives that shifted brand perception from transactional ("buy from us") to relational ("we're part of your community"), reflected in both media coverage and social content.
- 05 Cross-Platform Brand Consistency: Managed consistent brand voice across Instagram, TikTok, and external media throughout the entire campaign, ensuring a unified brand story across all channels.
What I Wrote
The 8-City Tour
Each city stop required a distinct press release and city-specific script nuances — references to local culture and events that made MinEra feel like a local, not a visitor passing through — all while maintaining a consistent brand narrative.
Prize pool: Rp15 million per city. Campaign format replicated across all stops due to strong audience response at each location.
Campaign Impact
Press release view count based on internal tracking across all published outlets. Qualitative outcomes assessed via audience engagement and media tone analysis.
Media Coverage
Why This Matters for Brand Communications
This campaign demonstrates my ability to:
- ✓ Scale media relations across multiple cities while maintaining brand consistency and local relevance.
- ✓ Localize brand materials for regional media outlets, earning coverage that resonates with local audiences while reinforcing brand narrative.
- ✓ Create a compelling brand narrative that shifts public perception from transactional to relational — translating business goals into stories people connect with.
- ✓ Manage cross-platform brand consistency across earned media, social media, and on-ground activations.
- ✓ Adapt brand messaging for different cities while maintaining a unified national campaign story that builds brand equity.