PERMIAS LA

Problem:

PERMIAS LA, a student-led cultural organization, faced the challenge of boosting brand awareness, social media engagement, and event turnout within a limited budget and a saturated student event calendar. With multiple campus groups competing for attention, standing out required a strategic approach to content creation, audience targeting, and cross-functional collaboration.

​

​

Impact:

As the Marketing Documentation Officer, I led the end-to-end strategy and execution of PERMIAS LA’s digital campaigns, leveraging short-form video to build community, increase cultural visibility, and drive event participation.

​

- Developed and Launched Short-Form Video Strategy: Created and edited over 15 high-performing Instagram Reels tailored to Gen Z engagement patterns. Each reel was optimized with trend-based audio, aesthetic design elements, and strong hooks to maximize reach and watch time.

​

- Data-Driven Growth Strategy: Used Instagram insights and analytics to inform content decisions, post timing, and audience segmentation. Continuously refined video performance by testing formats, durations, and visual styles to increase engagement and shares.

​

- Brand Collaboration & Content Approval: Collaborated directly with Tulus’s team and Teh Botol Sosro for influencer-style content approvals, ensuring all creative aligned with brand guidelines and voice. This demonstrated high-level stakeholder management and partnership experience.

 

- Strategic Campaign Timing: Executed campaigns aligned with peak student engagement times (pre-events, midterms, national holidays), maximizing exposure and conversion. Coordinated teaser content, countdowns, and post-event recaps to sustain momentum.