Competition Work Project

By.U Business Case: Marketing Strategy for Campus Acquisition

Overview

By.U Business Case is a national marketing strategy initiative designed for By.U digital telco to drive Gen Z campus acquisition and overcome brand awareness stagnation. As the Marketing Strategist in Team CuanCuy for Bstartion 2025, I conducted empirical survey research across university students, uncovering emotional connection gaps and formulating the integrated Awareness, Activation, and Advocacy (#UsingbyU) growth campaign.

My Role

Marketing Strategist

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STRATEGY

Strategic Pillars

Campus Ambassador Program

Talent scout and scholarship framework empowering student creators to drive peer to peer brand exposure.

Treasure Hunt Gamification

Interactive UStamp and UCoin daily missions with referral rewards leveraging student social dynamics.

Campus Booth Activation

Direct on-site interactive booth activations across strategic university events to boost instant SIM registrations.

Gen Z Digital Promotion

Targeted short-form TikTok and Instagram content strategy paired with strategic Key Opinion Leader marketing.

RESULTS & VALUE

Project Impact

Targets over 30,000 university student engagements through structured Campus Ambassador recruitment initiatives.
Elevates By.U brand positioning into the Top 5 top-of-mind digital telecommunication providers among Gen Z.
Drives a projected 20% increase in Daily Active Users (DAU) via gamified Treasure Hunt app interactions.
Acquires over 100,000 new digital SIM card users through synchronized digital promotion campaigns.
Maintains user retention targets exceeding 60% through personalized daily app reward missions.
Establishes a comprehensive campaign roadmap supported by a structured 395 million IDR strategic budget plan.