Marketing Campaign
Dwi Khumaeroh Saadah
July 2026
Back to School Campaign Portfolio
A seasonal campaign connecting product discovery, self-reflection, and community engagement
Prose & Petals by Gramedia
Back to School Campaign
Dwi Khumaeroh Saadah
July 2026
Campaign Overview Back to School A seasonal campaign built around the transition from school holidays to a new semester. The campaign addressed two audience needs: helping students prepare for the new school term through books and stationery, while encouraging adult readers to pause and reflect through reading and journaling.
Campaign Period
Target Audience
29 June - 30 July 2026
Children, students, & adult readers.
My Role
Objective
Content & Social Media PIC, In-Store & Event Activation Support
To promote books & stationery through in-store and community experiences.
Key Results 69K Views - 13K Reach 5 highlighted titles sold 60 highlighted stationery items sold 281 customers participated in collecting Bookmarks 6 reflective Blind Books sold 13 event participants
Back to School Campaign
Dwi Khumaeroh Saadah
July 2026
Pre-Campaign Insight Campaign Journey 01 02 03
The Challenge Children’s books, stationery, and reflective reads had customer demand but lacked visibility. The school holiday and mid-year transition presented an opportunity to bring these categories into focus.
The Opportunity Connect two seasonal needs within one campaign: helping students prepare for a fresh academic start while giving adult readers an opportunity to reflect on the first half of the year.
Audience Insight Students: “How to make the new semester more exciting?” Adult Readers: “I want to reflect on the first half of the year, but I don’t know where to start.”
Discover
01
through Social Media Introduce children’s books, stationery, and reflective reading through approachable content.
Explore
02
through In-Store Activation Turn product discovery into an engaging experience through displays, blind books, and rewards.
Connect
03
through Event Activation Bring readers together through a shared reading and journaling experience centred on reflection.
Back to School Campaign
Social Media
Instagram: @proseandpetals.id
Dwi Khumaeroh Saadah
July 2026
Objective Drive awareness and discovery of children’s books, stationery, and reflective reading materials through relevant seasonal content.
My Role Developed content ideas, planned content direction, wrote copy, coordinated visual execution, and monitored campaign performance.
Execution Content Planning Collaborated with the Communication Strategist to develop the campaign content plan and direction. Content Creation Created content briefs, copy, captions, KV, and Stories for campaign content. Performance Monitoring & Reporting Tracked audience engagement and content performance to identify effective topics and formats.
Back to School Campaign
Dwi Khumaeroh Saadah
Social Media
July 2026
Challenge & Response Children’s book content initially underperformed among an audience predominantly made up of adults. To make the category more relatable, we shifted the content angle towards childhood nostalgia and shared memories.
Top Performing Content
Result Followers: +5% to 2,777 Views: +4% to 66,588 Interactions: +20% to 2,252 ERR: +26% to 15.50% Saves: +69% Shares: +138%
Key Learning
Views: 128,640 Reach: 75,086 ER: 19%
Views: 8,759 Reach: 3,854 ER: 9%
Views: 3,317 Reach: 2,593 ER: 7%
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Monitoring audience response helped identify which topics resonated and informed adjustments to the content mix. Connecting book recommendations with nostalgia and trending topics made the content more accessible and encouraged interaction. Reels with limited storytelling or human elements tended to generate shorter watch times and higher skip rates.
Back to School Campaign
Dwi Khumaeroh Saadah
In-Store Activation
July 2026
Objective Increase the visibility of Back to School products through a thematic display and a surprise-book concept, while encouraging repeat purchases through rewards.
My Role Supported thematic shelf and blind books curation and arrangement, monitored the activation, adjusted product displays, and extended visibility through social media.
Execution Thematic Shelf Display Created a seasonal display featuring children’s books and stationery to improve product visibility and simplify discovery. Bookmark Rewards Encouraged repeat purchases by offering MyValue members one bookmark with every imported book purchase. Customers who collected three bookmarks could redeem an exclusive bookmark and a 20% book discount voucher. Blind Books Introduced Blind Books featuring reflective reads, with the book title concealed to create a sense of discovery, as a meaningful gift.
Back to School Campaign
Dwi Khumaeroh Saadah
In-Store Activation
Challenge & Response Limited Shelf Space Rotated featured products throughout the campaign to maximise visibility across the available display space. Membership Registration Friction Introduced a scannable registration barcode and shifted communication towards the benefits of the rewards programme to make it more approachable.
Result
In-Store Activation Documentation
Thematic Self Display
July 2026
5 highlighted titles sold 60 highlighted stationery items sold 281 customers participated in collecting Bookmarks 6 Blind Book titles sold
Key Learning Rotating featured products helped accommodate limited shelf space while giving more items an opportunity to be discovered. A giftable concept can make reflective reading more approachable by turning book discovery into a personal and thoughtful experience. Combining product discovery with a rewards mechanism encouraged continued participation and provided a measurable commercial outcome. Blind Books
Bookmark Rewards
Back to School Campaign
Event Activation
Dwi Khumaeroh Saadah
July 2026
Objective Create an intimate reading and journaling experience where participants could pause, reflect, and connect through shared reading.
My Role Promoted the event through social media, supported event preparation, managed live coverage, and created the post-event recap video.
Execution Event Planning & Preparation Prepared event materials and supported event readiness. Event Promotion Promoted the event through social media and supported outreach to relevant community audiences. Event Experience & Documentation Managed live event coverage, supported the event flow, and coordinated the closing photo session to extend the experience through post-event content.
Back to School Campaign
Dwi Khumaeroh Saadah
Event Activation
July 2026
Challenge & Response Feedback collection was limited, with only 4 of 13 participants submitting responses. For future events, a dedicated feedback session before the closing remarks would make participation easier and reduce reliance on post-event follow-ups.
Result
Event Documentation
Event Poster
15-person registration target reached through organic and cross-channel promotion 13 participants attended 3 of 13 attendees made a purchase after the event
Key Learning Allocating dedicated time for feedback can improve response rates and provide more useful insights for future events. Combining social media promotion with community and partner channels helped achieve the registration target without paid promotion. Live coverage and recap content created additional opportunities to showcase the community experience beyond the event itself. Event Documentation
Event Recap
Back to School Campaign
Dwi Khumaeroh Saadah
Campaign Takeaways The campaign connected digital content, in-store activations, and community events to address different audience needs. By refining content through performance insights, improving product discovery through merchandising and rewards, and extending engagement through a reflective community event, the campaign strengthened audience engagement, increased product visibility, and created more opportunities for customers to connect with Prose & Petals.
July 2026