Digital activation for urban brand
Platform of Community
Monolog is a renowned café for urban dynamic people in Jakarta. To reach such segment effectively, we determined to focus the café’s digital activation on Instagram. On Instagram, Monolog was without (or with a very minimal) exploration of its culture. The posts were without a constant style of visual—although the verbal identity was looking good. The content was not hinting at what Monolog stands for and it did not show what good value Monolog is presenting to its community.
Monolog is a renowned café for urban dynamic people in Jakarta. To reach such segment effectively, we determined to focus the café’s digital activation on Instagram. On Instagram, Monolog was without (or with a very minimal) exploration of its culture. The posts were without a constant style of visual—although the verbal identity was looking good. The content was not hinting at what Monolog stands for and it did not show what good value Monolog is presenting to its community.
Monolog is actually a very simple, casual, and humble café. Its foremost value is to welcome people to its café, at where they can express themselves without being intimidated by any stigma.
Quietly Shouting Out The Value
We based our very first goal on a conclusion that Monolog needed to show what the café really offers. The hashtag #enjoymonolog conveyed Monolog’s most important value of welcoming attitude. The campaign was very minimal, but indeed was very effective in setting up the foundation of Monolog’s future culture and community in the digital world.
We based our very first goal on a conclusion that Monolog needed to show what the café really offers. The hashtag #enjoymonolog conveyed Monolog’s most important value of welcoming attitude. The campaign was very minimal, but indeed was very effective in setting up the foundation of Monolog’s future culture and community in the digital world.
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