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 — translating complex security issues into clear, relatable brand messages.
My role was to develop and execute the brand crisis communication strategy across all three sub-brands — crafting the messaging framework, writing cross-channel content, and ensuring a unified, consistent brand response to the threat.
What I Did
- 01 Brand Crisis Messaging Framework: Developed a consistent brand voice for crisis communications — authoritative, clear, and reassuring. Crafted key brand messages that balanced warning customers without causing panic, ensuring a unified brand tone across all sub-brands.
- 02 Landing Page Copy — "Waspada Penipuan": Wrote the complete brand copy for a dedicated landing page on erafone.com — including how to identify scams, official communication channels, what to do if targeted, and FAQs — making it easy for customers to verify information and building brand trust.
- 03 CTA Button Copy: Developed multiple CTA options to direct customers to the landing page — ensuring clear, action-oriented brand messaging that drove customer awareness and protection.
- 04 Social Media Brand 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 that resonated with younger audiences while protecting brand reputation.
- 05 Cross-Brand Consistency: Ensured brand messaging was consistent across all sub-brands (erafone, iBox, Samsung by erafone) while adapting the tone to each brand's voice — erafone (warm, conversational), iBox (premium, direct), Samsung by erafone (tech-forward, authoritative) — maintaining brand equity across the portfolio.
- 06 Reputation Management: Developed audience engagement content to proactively address customer concerns and build brand trust through transparency, demonstrating the brand's commitment to customer safety and translating business goals into clear, reassuring brand communication.
7 Crisis Communication Projects
Here is the complete list of crisis communication and reputation management projects I've worked on at Erajaya Digital to protect brand reputation and build brand trust.
Campaign Impact
Crisis communication impact measured through customer feedback, brand trust indicators, and media coverage.
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 through proactive brand communication.
- ✓ Develop clear, consistent brand messaging for a complex, multi-stakeholder situation — balancing legal, customer, and brand considerations while maintaining a unified brand voice.
- ✓ Translate technical concerns into customer-friendly, actionable brand content that educates and reassures — making complex security issues accessible to all and building brand trust.
- ✓ Coordinate brand communications across multiple teams, sub-brands, and channels — ensuring one unified brand voice that builds trust rather than confusion.
- ✓ Think strategically — not just "write copy," but manage brand perception, build long-term brand trust, and protect the brand's most valuable asset: its reputation.