Overview
As part of 3 month a community-driven project, we collaborated with a diverse group of community creators to help various brands grow awareness and conversions through content creation. Over several months, creators produced different types of content—Educational, Inspiring, and Convincing—each designed to serve different stages of the customer journey. Educational content explained product features and benefits, inspiring content focused on emotional connection and well-being, while convincing content pushed direct action through pricing and promotion cues.
Key Insight
The campaign revealed that educational content consistently delivered high engagement, showing that audiences value clear, informative messaging. However, it had limited impact on direct sales. Inspiring content performed moderately well across both engagement and reach, making it a strong middle-funnel asset. Convincing content emerged as the top performer in driving views and GMV, clearly demonstrating its effectiveness in converting attention into transactions when supported by strong call-to-actions and promotional messaging.
Key Learning
This project reinforced the importance of aligning content strategy with campaign goals. Educational content works best for building trust and awareness, inspiring content deepens brand affinity, and convincing content drives results at the conversion stage. Collaborating with community creators who understand their audience allows for authentic storytelling tailored to each content type—ultimately leading to stronger campaign performance across the funnel.
Key Result
© 2025 Warna Emas Indonesia