Oky Muhammad

Campaign Strategy

“Satu Koneksi, Seribu Cerita”

A six-month brand campaign positioning Fiberstream not as another internet seller but as a connector of communities — built on local storytelling, public WiFi, mini-dramas, community activations, and a prize program.

Client  Fiberstream Role  Campaign strategy & planning Period  Jul – Dec 2025
1MDigital reach across 4 cities
>5%Engagement rate on hero content
500+Community challenge videos
3,000+Prize-program sign-ups
+20%Active public-WiFi users
2×Brand-search growth during campaign
5+Local media mentions
500+Loyal community participants

Overview

Business
Fiberstream — home fiber internet, public WiFi, and a digital-literacy / loyalty program.
Target market
Urban & semi-urban residents aged 18–45 — young families, students, small businesses, and public institutions across Jogja, Solo, Purwokerto, and Pemalang.
Customer profile
People who need fast, stable, affordable internet for study, work, and family entertainment — price- and reliability-conscious, and drawn to brands that feel local and socially engaged.
Competitors
IndiHome, Biznet, and MyRepublic compete on network reach and package pricing, but underuse emotional, community-rooted positioning.

Objectives

  • Grow campaign awareness to reach 1M digital users across 4 cities.
  • Lift loyal-customer conversion (via the prize program and public WiFi) by 15%.
  • Establish the perception that Fiberstream is "not just a provider, but a weaver of stories".

SWOT

Strengths

Close to local communities, strong emotional campaign concept, engaging storytelling, competitive pricing.

Weaknesses

Network not yet as broad as national players; low awareness outside core cities.

Opportunities

No competitor has entered with a social & cultural approach; high viral-content potential.

Threats

Large competitors could copy the program; reliance on community response.

Strategy

Marketing mix (7P)

Product
Fast internet + community social programs (public WiFi, scholarships, "Sowan Kampung").
Price
Affordable local pricing with bonuses for in-app payment.
Place
Direct sales via canvassing, online, social agents, and community promotion.
Promotion
Mini-drama series, viral Reels, "Sowan Kampung", TikTok challenge, local UGC.
People
Local UGC creators, neighborhood leaders, and students as the face of the campaign.
Process
Easy web sign-up; fast response via WhatsApp / online CS.
Evidence
Public WiFi spots, prize rewards, and video testimonials.

Execution

Top 10 action steps

  1. Produce a 3-episode mini-drama in Jogja
  2. Activate "Sowan Kampung" community visits
  3. Run the #WifiSakKampung challenge
  4. Onboard local UGC creators in each city
  5. Design & implement the customer prize program
  6. Launch and monitor community public WiFi
  7. Run an educational TikTok & Reels campaign
  8. Build the prize & scholarship microsite
  9. Partner with local media outlets
  10. Run periodic evaluation & publish year-end results

Content direction

Local aesthetics with neighborhood residents as the brand face; the village itself (field, community hall, guard post) becomes the main "character" rather than just a backdrop. Narrative arc: resident testimony → light, funny, inspiring story → a touching local-dialect closing line.

Brand kit

Palette
Fiberstream purple (primary).
Type
Poppins Bold for headlines, Nunito/Inter for body, a handwriting accent for local voice.
Characters
Bu Pur (honest neighborhood mom), Pak Pur (skeptical but funny), Nur (learning teen).
Slogan
"Satu Koneksi, Seribu Cerita" · local: "Wifi Sak Kampung, Mimpi Sak Langit".

Creating Shared Value (CSV)

Built on Creating Shared Value (not passive CSR): public WiFi for shared facilities, annual scholarships, digital-skills training for residents and small businesses, and support for community events — so social impact and business sustainability grow together.