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Digital Marketing

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Content & Performance Marketing

Rana Fitri Athaya @ayaaaw

Hello!

My name is Aya, and I’m thrilled to welcome you to my digital marketing portfolio.

My graphic design skills led me to digital marketing role, where I’ve gained valuable experience in managing campaigns and creating effective strategies.

Thank you for visiting my portfolio, and I hope you enjoy exploring my creations as much as I enjoyed making them!

I have been working in social media for several years, gaining experience in a variety of tasks, including:

Advertising and Campaign Management

Content Strategy and Development Design and Visual Content

I am a switch career in graphic design to social media management, leveraging my expertise to handle a variety of social media projects for both UMKM and established brands. My experience includes works with E&H Homemade Food, Lokalisme, Penerbit Andam, Minimolife, Sole One Furniture, Dekorea, Honpo, and others.

To enhance my skills, I actively pursued further learning by attending courses with SYCA, Girls Beyond Academy, Habiskerja, and most notably, BelajarLagi, which provided impactful insights into handling UMKM brands effectively. Currently, I manage and grow social media accounts for Homy Grass & Decor and Corner to Bloom.

I am eager to further develop my expertise and contribute as a digital marketing professional, bringing creativity, strategy, and a results-driven approach to the role.

Certification acvievement for the completion of Full-stack Digital Marketing Bootcamp by BelajarLagi Cohort 17

Homy Grass & Decor

https://www.instagram.com/homygrassanddecor

https://www.facebook.com/homygrassanddecor

Homy Grass and Decor is here to help you realize your dream of having a golf putting green, either at home or your business place. With an owner who is also an experienced golfer, Homy Grass and Decor specializes in installing premium golf grass for residences and public spaces, as well as creating gardens and vertical gardens that liven up the atmosphere.

Scope of work:

• Conduct branding analysis, including 4P Marketing, market segmentation, and SWOT analysis.

• Perform competitor research to identify industry trends and opportunities.

• Develop and design engaging social media content.

• Strategize and execute paid social media advertising campaigns.

• Prepare detailed performance reports for advertising campaigns.

Content Planning & Social Media Organic

Tasks and responsibilities:

• Built the brand from the ground up by creating comprehensive visual guidelines and setting up a Facebook page, including designing the banner.

• Successfully launched a 9-day campaign, delivering 14 posts, 1 reel, and 15 Instagram Stories. Managed the entire process from planning and design to copywriting and scheduling, utilizing Meta Business Suite for seamless execution.

For a long-term focus on brand positioning and trust-building, here’s the content strategy:

Instagram & Facebook post design

Achievements:

for the reels

+ Reels reached a 206.25% higher ER

Compared to posts during the ad campaign, the reels featured:

• Showcasing user experiences that highlight the ease and comfort of enjoying golf at home.

• Utilized a relatable “POV” hook aligned with popular reel trends

• The title emphasized dual benefits of upgrading the home with a putting green while also improving golf skills.

• Featuring a trending song popular among Gen Z and Millennialsto enhance relatability and engagement.

Highlights: FAQ Highlights: Real Project

Campaign & Paid Social Media Ads

Achievements:

+ Exceeded the target by 60%, receiving 8 incoming messages within 7 days against the initial goal of 5 messages.

+ Achieved a reach of 3.4K and observed a notable increase in Instagram followers.

Static image ads demonstrated 68.31% higher effectiveness compared to video ads. This success can be attributed to:

• Engaging and curiosity-driven titles that captured attention quickly.

• Clear and direct messaging that highlighted products and services without unnecessary distractions.

• Simplicity and adaptability across diverse ad placements, ensuring consistency and impact.

Impactful ad creative, static image format Discontinued ad creative, video format

Landing Page

From the ads campaign, which achieved a near 1% CTR, the decision was made to enhance audience engagement and attract potential buyers through a landing page.

The landing page was designed to build trust by offering detailed information about products and services. It also streamlined inquiries via WhatsApp, ensuring that the audiences reaching out were genuinely interested.

Corner to Bloom

https://www.instagram.com/cornertobloom

Corner to Bloom offers art-inspired goods to decorate your spaces and the corners of your heart. Corner to Bloom creations bring a touch of beauty and wonder to everyday life. Find joy in the little things that make your corner truly yours.

Scope of work:

• Develop and design engaging social media content.

• Strategize and execute paid social media advertising campaigns.

• Take a proper photo & video shoot for social media content.

• Get engage and interact with people.

Social Media Organic

Tasks and responsibilities:

• Launched a new social media presence (Instagram and Facebook Page) from scratch, successfully building the brand’s profile and attracting an engaged audience.

• Executed a focused pre-launch content strategy, delivering 11 feed posts, 1 reel, and multiple Instagram Stories over a week, boosting awareness ahead of the offline store event through Meta Business Suite.

• Managed all aspects of content creation, including strategy, design, and copywriting.

Achievements:

+ Achieved over 300 views

On the first reel of a new account by leveraging ads and a trending song. The reel creatively showcased products, perfectly synchronized with the music’s rhythm.

Campaign & Paid Social Media Ads

Achievements:

+ Attained 100% ROAS by ran ads with traffic goal utilizing with Meta Ads Manager to promote products and offline store.

+ Reached 100% growth in Instagram followers within the first week, gaining 17 followers from zero.

+ Achieved an impressive 5.07% CTR, indicating highly engaging ad performance.

+ Successfully achieved a low CPC of Rp 220 for the campaign ads, ensuring cost-effective engagement

+ Secured collaboration opportunities, including invitation as pop-up market event participation and community engagements.

Impactful ad creative, carousel post format Discontinued ad creative, video format

The ads were launched alongside a major offline event, featuring products in two formats: carousel and video. Within two days, the carousel creative proved more impactful, effectively utilizing ad spend. Audience preference leaned towards:

• Browsing products individually by swiping through carousel posts.

• Avoiding rapid image changes in videos, favoring a slower, more detailed experience.

Fill APAC Pte Ltd

https://www.instagram.com/honposingapore

https://www.instagram.com/dekoreasingapore

Fill APAC offers a curated selection of wallpaper brands known for their beautiful designs and high-quality materials. Their wallpapers come in various colors and styles suitable for any interior.

Scope of work:

• Manage 6 Instagram accounts for the company, focusing on 2 primary accounts tailored to specific niches.

• Develop and implement a content strategy to keep social media updated, including planning and scheduling relevant content for daily uploads, six days a week.

• Design engaging and visually appealing posts that aligned with each brand’s identity.

• Identify and collaborate with influencers to promote products.

• Coordinate with the video editing and illustration teams to create high-quality content.

• Respond to comments and messages to maintain active engagement with the audience.

Content Planning & Social Media Organic

Honpo

Tasks and responsibilities:

• Curated and organized visuals from real projects, ensuring a cohesive, elegant, and aesthetically pleasing Instagram feed aligned with the brand identity.

• Researched on product details to support high-quality content creation.

• Engaged with the audience and delivering detailed product information to address inquiries and build trust.

Achievements:

+ Reached up to a 1150% increase in engagement Producing and editing Instagram Reels with:

• Created compelling copywriting to connect the brand story with consumer needs.

• Utilized trending and harmonious music to attract attention and align with the content.

• Content: Showing the advantages and details of fabric wallpaper

• Views : 5,881

• Likes : 107

• Content: Informative videos about place to avoid for wallpaper

• Views : 1,889

• Likes : 17

• Content: Viral hook and music, with audience’s POV

• Views : 2,535

• Likes : 18

• Content: Daily activities of company’s worker on-site

• Views : 1,056

• Likes : 9

• Average viewers around 200-300 per reels

• Data was recorded on January 2nd 2025

Campaign & Paid Social Media Ads

Tasks and responsibilities:

• Strategically planned and executed monthly social media campaigns and ads by utilizing Meta Business Suite.

Achievements:

• Secured an ER of up to 5.43%, generating 544 engagements through targeted marketing initiatives.

• Campaign : Giveaway wallpaper to celebrate 5 years of the company

• Type : Carousel post

• Goal : Engagement

• Period : 5 May - 5 June

• Ads running: 1 June - 7 June

• Reach : 2,667

• Interactions: 107

• Profile activity: 269

• Data was recorded on January 2nd 2025

• Campaign : Overview showroom experience

• Type : Reels

• Goal : Traffic, optimized the most viewed content

• Ads running: 1 March - 1 May

• Reach : 9,046

• Interactions: 70

• Profile activity: 96

KOL Honpo

Tasks and responsibilities:

• Identified and collaborated with three KOLs within three days, ensuring alignment with brand identity.

• Conducted in-depth research to evaluate KOL suitability, focusing on engagement rates, content trends, and audience demographics to enhance campaign effectiveness.

• Developed detailed content briefs for KOLs, outlining product highlights, collaboration benefits, and scheduling timelines to streamline campaign execution.

• Oversaw content creation and provided actionable feedback to KOLs, ensuring brand alignment and optimal campaign outcomes.

Achievements:

+ Achieved 13.6K views for collaborative content The reels featured:

• Offered actionable tips and solutions that directly help the viewers.

• Used a visually appealing, Japandi-inspired home setting to attract and inspire viewers.

• Collaboration with: @77shome

• Campaign : Introduce a brand new productwabisabi wallpaper

• Type : Reels

• Goal : Brand awareness

Content Planning & Social Media Organic

Dekorea

Achievements:

+ Created brand-related content tied to Korean culture, resulting in a 3-5x increase in account reach compared to regular posts.

Collaborated with the illustrator and video team to produce content aligned with the concept by preparing assets, including illustrations and company photos, as well as define the themes and crafting the copywriting.

Work

Sourced photos & videos from selected projects

Gathered product information for chosen projects

Compiled data into spreadsheets for the illustrator team

Defined illustration themes based on project requirements

Coordinated with the illustrator team to create visuals for posts and reels

flow with illustrator team:

Collage by Illustrator Team

Turn to video by Video Team

Work flow with video editor team:

Compiled data into spreadsheets for the video editor team

Sourced photos & videos from selected projects

Gathered product information for chosen projects

Attached file links provided by the illustration team

Created video copywriting

Attached reference links and discussed the storyboard/layout

Coordinated with the video editor team to produce reels

Regularly updated the content upload in the spreadsheet

Storyboard/layout Video result

Penerbit Andam

https://www.instagram.com/penerbitandam

A book publisher specializing in fiction and non-fiction titles for students and young adult readers aged 13 and above.

Scope of work:

• Design Instagram feeds and promotional posts for the social media admin.

• Create book cover designs, offering multiple alternatives.

• Develop mockups for book covers and content.

• Compile book data, including content and cover designs, for printing.

• Design merchandise for book promotions.

Social Media Organic Design

Tasks and responsibilities:

• Designed and published engaging social media posts daily, maintaining a steady and active presence over 5 days with 1-2 posts per day.

• Ensured all content was cohesive with the brand’s identity, enhancing recognition and trust among followers.

• Successfully transformed team briefs into visually appealing and audience relevant designs tailored to young adults.

• Worked closely with clients and teams to align design output with overall marketing goals.

Work flow with admin:

Brief

Looking for visual ideas regarding to the brief

Combining idea with related things

Observe, Imitate, Modify

The audience feels familiar and accepts the creative idea

Long feed

Quotes

Filler/Meme (Relate to audience)

Informative Posts (Tips and Tricks)

Engaging Posts (Voting or Asking Question)

Promotion Posts (Get to Know with the Author and Our Latest Book)

Social Media Campaign Design

Tasks and responsibilities:

• Created unique and engaging giveaway campaign posts featuring animations, which successfully boosted organic traffic and engagement.

• Produced reels for individual books, effectively showcasing product knowledge, key highlights, and synopses, leading to increased audience interest and interaction.

• Explored various promotional merchandise items and proposed creative concepts tailored to the brand’s needs.

• Designed book-themed merchandise across multiple mediums, enhancing brand recognition and expanding audience reach.

Brand-First Design

Book-Inspired Design for Promotion

Giveaway GIF - Slot Machine

Promotional Video - Book’s Advantages

Promotional Video - Synopsis and Book’s Advantages

Promotional Video - Book’s Synopsis

Physical Promotion & On-ground Campaign Design

Adrian & Adelia Keychain

Paten Hand Sanitizer & Totebag

10 PM Card (AR)

Tanduk Putih Mask

Adrian & Adelia Quotes Postcard Merchandise Design

Developed an integrated offline and online marketing campaign to launch a new book. Created custom merchandise and backdrop event to boost brand awareness and engagement, leveraging social media platforms (Instagram) for maximum reach.