Quaker Indonesia:
A Digital Rebrand to Connect with Young Adults
Role: Senior Graphic Designer (Creative Lead)
Year: 2023 - 2024
The Challenge:
Shifting Brand Perception & Boosting Youth Engagement
Prior to our involvement, Quaker Indonesia's digital presence was largely composed of promotional materials and content adapted from their global campaigns. The brand faced a significant challenge: it was widely perceived as "healthy food for the elderly," which limited its appeal among the young adult demographic. The client's goal was to execute a digital rebrand through social media, building a more dynamic presence to resonate with young adults and drive higher engagement. A key component of this was to leverage a World Heart Day campaign to boost brand credibility while effectively connecting with this new, younger audience.
The Solution:
Relatable Content Strategy & Holistic Creative Direction
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Audience-Driven Strategy:
I led the team in creating visual guidelines and content strategies that were highly relatable to young adults' productive lifestyles, utilizing trendy visual treatments like messaging and dating app UIs.
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Creative Leadership:
I provided art direction and supervised all creative production, including photoshoots, videoshoots, and post-production, ensuring a dynamic and cohesive brand voice.
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High-Impact Campaign:
I led the development of a powerful World Heart Day campaign featuring a celebrity and public testimonials to build brand credibility and emotional connection, culminating in a partnership with a heart foundation.
Social Media Contents:
Still Images . Motion Graphic
Social Media Contents:
Still Images . Motion Graphic
Campaign Projects:
World Heart Day Video . Campaign Key Visual
Campaign Projects:
World Heart Day Video . Campaign Key Visual
The Impact:
Increased Engagement & Brand Transformation
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Increased Engagement:
Social media metrics saw a significant rise in likes, comments, saves, and shares.
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Market Expansion:
The Quaker 3-in-1 product successfully penetrated the young adult market as a healthy snack option.
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Credibility & Reach:
The World Heart Day campaign achieved broad exposure and engagement, successfully repositioning the brand as relevant and trustworthy to a wide audience.