I had a chance to join as one of the Marketeers of AIESEC in IPB in 2017, specifically in Digital Attraction.
But firstly, what is AIESEC? It's an international youth organization formed in 1948 after WWII that strive for peace and fulfillment of humankind potential, fulfilled by enabling young people to develop their leadership. We believe that this can be developed through learning from challenging environment. In IPB, AIESEC was formed in 2010 by the Faculty of Economics and Management by the division of External Relations.
As a marketeer, I am responsible to campaign our main program called Global Volunteer. It's a program where students would stay overseas for 6-12 weeks to do a certain social project. We target the students of IPB mainly through the digital media such as Instagram.
Not all posts from 2017 are displayed because there are other members from the Marketing and the PR who made the contents too. Nevertheless, here are the screenshots that shows my work on that position, arranged from the oldest to the newest.
Next are my work from 2018, when I moved my role to become the member of Product Brand and Information Management, which overall has the same responsibilities as my role before but we focus more on branding our product mainly through the digital media.
From what I learned on that year, branding is not just to make our product looks 'cool', but there's another important aspect from it: identity. Yes, from that identity we should expect more consistency for the branding of AIESEC at this time.
That's why we should pay attention to the selection of colors, the usage of certain fonts, the usages of hashtags for our Instagram, the correct way to campaign and to call our product (i.e. Global Volunteer, not "Volunteer of the World" or others) and many other aspect based on Brand Toolkit of AIESEC in 2018.
Here are some my works from that year, arranged from the oldest to the newest.
Here's what we found when our division had a meeting after the posts above: 1. There are more likes for the posts that have the members from IPB rather than from random AIESEC stock photos.
2. People are more reluctant to see 3-grid posts rather than just 1 post at a time.
So we decided to have more posts with members of past Global Volunteer Participants and we got rid of 3-grid posts. After that decision, we have noticed significant change on the likes and even the comments. Below are some of my work on Instagram after the changes.