ecada creative was tasked to handle and manage all aspects of their digital communications; from social media management and website maintenance to assisting, planning, and marketing their PR events, such as IG Lives, webinars, and more.
The organization introduced itself when it launched its Instagram account. Identifying many aspects where there was room for improvement, we first proposed to redo the organization’s IG account to make it look more current and approachable.
The Nicolaas Research and Education Foundation hired us for several projects, this impromptu logo being one of them. Prof. Nicolaas Budhiparama MD., PhD., SPoT(K), FICS, is the founder of this foundation based in Jakarta, Indonesia that focuses on Orthopaedic research in Arthroplasty and Sports Medicine. Before COVID-19, the foundation held seminars to educate people about the importance of bone health, its diseases, and how to prevent them. As of April 2020, Instagram (IG) account under @dokternicolaas provided a platform in which to spread awareness. We quickly learned that the client’s target audience was actually Indonesians with non-medical backgrounds seeking knowledge about the importance of bone health. We then recreated and redesigned @dokternicolaas (the founder’s) IG account for public seminars to spread educational information.
This is an overview of @dokternicolaas IG account before we designed it. As you can see, the information, graphics, and layout were not as approachable as they could have been. We redesigned all of the graphics and proposed the client to restart his IG from scratch. We were happy to hear that he was open to that idea, despite the client having already invested a lot of work into his previous content.
These graphics are redesigns of the “before” section. We are grateful to have a client that was open to our suggestions as we strongly felt that this approach was cleaner and more understandable thus being more effective at reaching the target audience.
This was our first IG Live planning initiative. The founder, Prof. Nicolaas has built long-standing connections with various sports organizations. Mr. Reza, a co-founder of IndoRunners, an Indonesian Runners Community, and a personal friend of Prof. Nicolaas, had around 85K followers on IG. We were introduced to Mr. Reza and quickly planned the details for the event. We created ads and promoted them on IG. For Prof Nicolaas’ first IG Live, there were over 100 viewers and 80 constant viewers from start to finish. His followers increased by 400% from 200 to 800. It was successful in increasing the exposure of his Instagram account.
Lovepink Indonesia is a breast cancer survivor organization with around 6,000 followers on IG and approximately 3,000 organizational members at the time. The organization approached us through Prof. Nicolaas’ Instagram account and asked if it can present on bone health and cancer warriors and survivors. Prof Nicolaas knew that it was for a good cause and immediately accepted without hesitation. We planned the webinar to be more of an interactive discussion with some questions that the organizations prepared, and concluded with a Q&A session at the end. We managed all the preparations for the seminar, developed the client’s presentation, and created the ads for marketing. There was an amazing turnout of 200+ participants: 100 from Zoom (the maximum quota) and 100+ on YouTube. We also posted on IGTV, and it had 1,000+ viewers. @dokternicolaas account’s followers increased to 3,000+
One of the foundation’s ambitions was to educate Indonesians about bone health. The foundation had a team of doctors who wrote multiple articles about different topics related to bone health such as osteoporosis, osteoarthritis, hip fracture, scoliosis, ACL injuries, and many more. We were responsible for organizing and managing all the articles that the foundation posted on all it’s social platforms.
We were constantly on call for all Instagram story mentions and events. This was one of the most challenging parts of the PR area. At first, our client needed to ‘warm up’ to the idea of taking photos for content-related posts. It took a little while for him to get used to it. Also, we had to always be on standby quickly on our feet to come up with different responses and stories. One challenge is that our client was a person who took great pride in treating every single person special; thus, all of the responses were to be uniquely written for each individual. This turned out to be greatly beneficial for the engagement rate.
Instagram stories were one of the most effective marketing platforms for our clients. His social network included top Indonesian badminton athletes that he treated, the students that he taught in universities, and his colleagues. We always responded to the stories that these individuals posted and these efforts boosted his account to reach 5,000 followers in 6 months.
Content Strategist: Carissa Sudjono
Content Editor: Weny Mukkadas