The Brand Communications Challenge
As Indonesia's leading tech retailer, erafone — and its sub-brands iBox and Samsung by erafone — faces a persistent threat: scams and phishing attempts misusing the company's name to defraud customers. Fake WhatsApp groups, fraudulent "giveaways," and impersonation accounts are rampant on social media.
The brand communications challenge wasn't just technical (identifying scams) — it was reputational. Every scam that went unaddressed eroded customer trust in the brand. The company needed a proactive, multi-channel brand communications strategy to educate the public, protect the brand's reputation, and provide clear, actionable guidance to customers who might be targeted.
What I Did
- 01 Crisis Messaging Framework: Developed a consistent brand voice for crisis communications — authoritative, clear, and reassuring. Crafted key messages that balanced warning customers without causing panic.
- 02 Landing Page Copy — "Waspada Penipuan": Wrote the complete copy for a dedicated landing page on erafone.com — including how to identify scams, official communication channels, what to do if targeted, and FAQs.
- 03 CTA Button Copy: Developed multiple CTA options to direct customers to the landing page — "Hati-hati penipuan mengatasnamakan erafone! Klik di sini."
- 04 Social Media Scripts: Wrote short-form video scripts (TikTok & Instagram Reels) explaining common scam tactics in a relatable, non-alarmist way — including POV skits and educational formats.
- 05 Cross-Brand Consistency: Ensured messaging was consistent across all sub-brands (erafone, iBox, Samsung by erafone) while adapting the tone to each brand's voice — protecting brand equity across the portfolio.
- 06 Reputation Management: Developed audience engagement content to proactively address customer concerns and build trust through transparency.
7 Crisis Communication Projects
Here is the complete list of crisis communication and reputation management projects I've worked on at Erajaya Digital.
Campaign Impact
Crisis communication impact measured through customer feedback, brand trust indicators, and media coverage.
Media Recognition
The proactive brand communications approach was noted positively in media coverage, with journalists praising the company's transparency and customer-first approach.
Why This Matters for Brand Communications
This case study demonstrates my ability to:
- ✓ Protect brand reputation in a crisis — not just react, but anticipate and prevent reputational damage.
- ✓ Develop clear, consistent messaging for a complex, multi-stakeholder situation — balancing legal, customer, and brand considerations.
- ✓ Translate technical concerns into customer-friendly, actionable content that educates and reassures.
- ✓ Coordinate brand communications across multiple teams, sub-brands, and channels — ensuring one unified voice.
- ✓ Think strategically — not just "write copy," but manage perception and build long-term brand trust.