A unique project for me, I used the Telegram messaging platform to promote a Southeast Asian-inspired eco-bag to Indonesian youth.

Research Phase:

I conducted research and my audience and market, which identified insights relating to the mobile usage of the youth, growing sustainability awareness, and cultural identity of the Indonesians. Through my insights, I derived that Telegram is widely used and will be impactful as a space to build meaningful relationships with my target audience.

Development Phase:

I designed a structured content strategy built around three core pillars:

● Sustainability Education: Raising awareness of plastic waste and eco-friendly habits
● Storytelling & Community Building: Leveraging cultural narratives and user-generated content to foster emotional connection
● Promotions & Conversion Tactics: including limited-time offers, polls, and exclusive subscriber benefits to drive action

Execution Phase:

I then planned a detailed weekly content calendar incorporating short-form videos, infographics, interactive polls, and user-generated content to maintain engagement and consistency.

To kick-off the campaign on a high, I proposed growth strategies. This included collaborations with micro-influencers and leveraging Telegram’s sharing features to build an early adopter community.

Conclusion:

This project strengthened my ability to translate audience insights into actionable content strategies while designing platform-specific approaches that balance storytelling, engagement, and conversion.