Building a Mission-Driven Brand through Strategic Social Media

As founder and lead strategist, I developed and executed a multi-platform social media strategy for Smart Univo, growing a combined community of over 15,000 followers. Through strategic organic content, the brand achieved significant reach and established itself as a trusted resource in the international education sector.

Organisation: Smart Univo (Founder-Led Venture)

Timeframe: July 2024 – Present

Role: Founder, Lead Strategist & Social Media Manager

Core Objective: To increase access to international education for Indonesian students through informative and empowering content.

The Challenge

To launch a new brand in the competitive study abroad market with no initial brand recognition and a focus on achieving growth through organic social media activities alone.

The Strategic Approach

A cross-platform content strategy was implemented to maximise reach and engagement across key channels.

  • Content Repurposing: Core video content was adapted for both Instagram Reels and TikTok to efficiently capture audience segments on each platform.

  • Value-Driven Framing: Content was structured around key pillars—Education Guidance, Life Abroad Insights, and Financial Advice—to provide tangible value to the audience.

  • Platform-Specific Optimisation: Strategies were tailored to leverage the unique discovery algorithms of each platform, prioritising formats with the highest potential for organic reach.

Performance and Analytics

The strategy delivered strong, measurable outcomes, with distinct performance highlights for each platform.

TikTok Analytics (16 Nov 2024 – 15 Nov 2025)
TikTok served as the primary channel for broad brand awareness and viral reach.

  • Reach and Visibility: Achieved 524,000 post views and reached 409,000 unique accounts.

  • Audience Growth: Grew the follower base to 7,165.

  • Content Virality: The top-performing video garnered 284,000 views, demonstrating a capacity for creating high-impact content.

  • Traffic Source: 81.7% of views were sourced from the 'For You' page, indicating excellent algorithmic alignment.

  • Audience Profile: The audience is primarily female (62%), within the 18-34 age bracket, and based largely in major Indonesian cities such as Jakarta.

TikTok’s Overview ⬇️

TikTok’s Followers ⬇️

Instagram Analytics (Consolidated 90-Day & Ongoing Performance)
Instagram was leveraged for community nurturing and driving qualified leads.

  • Content Engagement: Generated 125,045 content views from 41,123 reached accounts.

  • Community Building: Maintained an active community of 8,025 followers.

  • Lead Generation: Increased clicks to consultation services (external link taps) by 29%, demonstrating success in converting audience interest into actionable inquiries.

  • Format Efficacy: Reels generated 90.1% of all interactions, and 88% of total views came from non-followers, confirming the effectiveness of the video-first, discovery-focused strategy.

Instagram’s Views ⬇️

Instagram’s Interactions ⬇️

TikTok’s Viewers ⬇️

Instagram’s Followers ⬇️

The Smart Univo project successfully demonstrates the application of a strategic, multi-platform social media approach. By tailoring content and tactics to the strengths of both TikTok and Instagram, the initiative built substantial brand awareness and an engaged community, effectively achieving its core objectives through organic growth.