F&N Soda:
Capturing the Gen Z Market in Java with a Strategic Rebrand
Role: Senior Graphic Designer (Creative Lead)
Year: 2023 - 2024
The Challenge:
Winning Over a New Demographic Market
F&N Soda, a long-standing beverage brand in Indonesia, faced a significant challenge: its market presence was heavily concentrated in Sumatra, with a minimal footprint in the densely populated Java region. The goal was to launch a digital offensive to build brand presence and connect with the young adult demographic in Java, primarily on Instagram and TikTok. The client's core need was to not only gain visibility but also to identify and engage a niche community that would form the foundation for lasting brand loyalty.
The Solution:
#FastiNyegerin Digital Holistic Campaign
As the Creative Lead, I spearheaded the strategy from the initial pitch to the final execution. My team and I conducted
in-depth market research, discovering a positioning gap that allowed us to leverage F&N's unique flavors. This led to the creation of the #FastiNyegerin campaign, which successfully positioned the drinks as both refreshing and energizing, perfect for a young, active audience.
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Creative Direction:
I developed a dynamic key visual and a non-rigid visual guideline for social media content. The layout and typography were designed to be bold and modern, resonating with youth culture.
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Content & Community:
We created content that aligned with current youth trends and strategically tapped into the mobile gaming community—a vast and passionate niche. We positioned F&N Soda as the perfect drink to keep gamers "fresh and awake" during long gaming sessions.
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Collaboration & Growth:
We executed an extensive KOL (Key Opinion Leader) campaign, collaborating with influencers on Instagram and TikTok whose audiences were a perfect match for our target market.
Key Visual:
#FastiNyegerin
Social Media Contents:
Still Images . Motion Graphic . Video Editing
Social Media Contents:
Still Images . Motion Graphic . Video Editing
Social Media Contents:
Still Images . Motion Graphic . Video Editing
The Impact:
Exceeding Expectations and Winning the Market
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Pitching Success:
We successfully won the year-long pitching project, securing our role as the creative team for the brand.
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Market Penetration:
The brand's social media audience from the Java region grew significantly across all metrics
(followers, likes, comments, saves, and shares).
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Business Impact:
Sales of F&N Soda increased substantially in various convenience stores across the Jabodetabek area within the first year, demonstrating a direct correlation between our digital campaign and real-world business success.