Festival Belanja erafone + App Launch — Brand Communications

Why This Matters

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Brand communications is the thread that connects every customer touchpoint. This 1.5-month campaign required consistent messaging across radically different platforms — from high-energy roadshow activations to the calm, user-friendly experience of a mobile app onboarding flow. My role was to ensure that every message, in every channel, told the same story — translating business goals into clear, compelling brand communication — while driving commercial results.

At a glance

8

Cities on the roadshow circuit

1.5

Month campaign duration

5+

Communication touchpoints managed

Overview

The Brand Communications Challenge

Festival Belanja erafone (FBe) was erafone's flagship 1.5-month shopping campaign, combining a national online push with an 8-city offline roadshow — complete with a dedicated erafone mobile truck rolling across Indonesia's major cities.

Running in parallel was the launch of erafone's mobile app, requiring a full suite of brand communications: from app store listing and onboarding flows to in-app UI microcopy. The brand communications challenge was ensuring a unified brand voice across all touchpoints — from a Google Ads headline to a livestream script to an in-app error message — while supporting the commercial objectives of the campaign.

My role was to develop and execute the brand communication strategy for the campaign, ensuring message consistency, stakeholder alignment, and brand narrative coherence across every channel and touchpoint — translating business goals into clear, compelling brand communication.

My Contribution

What I Did

01 Brand Communication Strategy: Developed the messaging framework and brand voice for the campaign, ensuring consistency across all touchpoints — from Google Ads to in-app UI, translating business goals into clear brand messaging.
02 Stakeholder Communication: Crafted email blasts and WhatsApp messages that directly engaged customers, driving awareness and participation in the campaign with consistent brand voice.
03 Digital Communications: Wrote Google Ads headlines and landing page copy that drove traffic and conversions, ensuring the campaign's digital presence was clear, compelling, and on-brand.
04 App Launch Communications: Developed the app store listing, onboarding copy, and in-app UI wording — welcoming new users into the erafone ecosystem with clarity and warmth, strengthening brand loyalty.
05 Real-Time Engagement: Wrote livestream scripts that drove real-time engagement and flash-sale conversions, ensuring the campaign's energy translated into measurable results.
06 Cross-Channel Consistency: Ensured the same brand voice and messaging was reflected across all channels — from email to social media to in-store activations — creating a seamless brand experience that people connect with.

Deliverables

Communication Across Every Touchpoint

Google Ads

Headlines and descriptions optimised for campaign awareness and conversion across search and display

Email Blasts

Subject lines, preview text, and body copy for the campaign subscriber list

Landing Page Copy

Hero headline and supporting copy for the campaign microsite key visual

In-app UI Copy

Labels, CTAs, empty states, and microcopy for the erafone app launch

App Store Listing

Play Store / App Store description and onboarding screens to drive installs

Livestream Scripts

Real-time engagement scripts timed to flash-sale windows and product reveals

Results

Campaign Impact

Measured Outcomes

8

Cities activated nationwide

1.5

Month campaign duration

5+

Communication touchpoints managed

✅ Brand Message Consistency: Ensured a unified brand voice across all touchpoints — from Google Ads to in-app UI to livestream scripts — creating a seamless brand experience.

✅ Stakeholder Engagement: Reached thousands of customers directly through email and WhatsApp communications, driving campaign awareness and participation with consistent brand messaging.

✅ App Launch Success: Positive user ratings on Google Play and App Store, with clear, engaging onboarding copy guiding new users into the app and building brand loyalty.

✅ Press Coverage: Campaign covered by Marketing.co.id as a key Q3 retail initiative, validating the campaign's commercial and brand communications impact.

Campaign impact measured through media coverage, user engagement, and stakeholder feedback.

Press

Media Coverage

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Marketing.co.id

Coverage of the FBe campaign and Q3 2024 sales push

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Additional coverage

Regional and trade media · Available upon request

On request

Key Takeaway

Why This Matters for Brand Communications

This campaign demonstrates my ability to:

✓ Translate business goals into clear, compelling brand communication that people understand and connect with.
✓ Ensure message consistency across radically different channels — from Google Ads to in-app UI to livestream scripts.
✓ Build brand narrative coherence that connects every customer touchpoint, creating a seamless brand experience.
✓ Manage stakeholder alignment across internal and external communications to ensure unified brand messaging.
✓ Drive commercial results while maintaining brand integrity and consistency — proving that brand communications is a business driver, not just creative.