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The Disclose Project
A transmedia campaign project aimed at raising awareness of cyberstalking among Indonesian university students.
Date
February - May 2023
Course & Location
Transmedia Storytelling, Universitas Indonesia
Skill Highlights
Transmedia Storytelling, Campaign Development & Execution, Ethical Communication, Creativity, Social Media Management, KPI Analysis, Audience Engagement
I collaborated with four other team members for this project and was appointed Creative Director. I led the creative direction, storyline, and theme in this role while overseeing all visual designs and aesthetics. The campaign's visuals spanned across Instagram, TikTok, and offline posters, primarily focusing on creating a fictional persona, Sarah Kalila. She had her social media profiles designed to appear authentic, becoming the central figure in telling the story of cyberstalking. The audience was invited to 'stalk' Sarah and engage directly with her while we made it clear that this was a fictional campaign to avoid ethical concerns.
We also developed a dedicated campaign website featuring interactive elements, such as a 'What Would You Do?' game, alongside an Instagram account filled with engaging content. All campaign components were integrated through a transmedia approach, ensuring each platform complemented and reinforced the others.
The campaign successfully met its key performance indicators (KPI), and as a team, we were pleased to receive an A grade, the highest grade achievable. Please refer to the deck below for more details on the campaign, including its strategy, evaluation, and additional insights.
KPI Highlights:
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Achieved an average of 2,500 views on Instagram, with one video content successfully reaching 15,000+ viewers.
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Achieved an average of 475 views on TikTok, with multiple videos successfully reaching over 1,000+ viewers.
