Depok-The Media Production study program, Vocational Education Program, Universitas Indonesia (UI), once again held a MasterClass and workshop on October 3, 2024. Titled “Beyond the Screen: Reinventing Digital Advertising Through Innovation”, the activity presented various practitioners, namely Maulan Arfi, Head of Gamification and New Business Vidio; Wafa Taftazani, Founder of Upbanx; Chetan Shetty, Managing Director of McCann Worldgroup; and Adinda Tri Wardhani, Managing Editor of Fimela. This event was open to the public and attended by various high schools, including SMAN 71 Jakarta, SMK Taman Siswa 1 Jakarta, SMAN Al-Azhar 19 Jakarta, and others.
The first session was opened by Adinda Tri Wardhani who presented the material Digital Storytelling in Fashion: How Brands Craft Their Identity Online. Adinda said that digital storytelling has an important role in the fashion industry because it helps create an emotional connection between consumers and brands. Not only selling products, storytelling allows consumers to feel connected to the story behind the product, and provides more value than just ownership of goods.
(Photo: Talk show session with Adinda Tri Wardhani, Managing Editor of Fimela, about digital storytelling in the fashion world)
“In today’s digital era, social media has become an important platform for fashion brands to test products and gain insight into consumer preferences. Through interactions on social media, brands can launch products with different color or model choices and evaluate consumer responses before going into production. In addition, the story behind the product can spread quickly on social media, creating emotional appeal, and increasing the likelihood of the brand becoming a trend among consumers,” said Adinda.
Adinda added that AR and VR technology also play a role in the fashion industry. AR allows consumers to try products virtually, such as seeing certain colors or models that suit the consumer’s body before buying. Meanwhile, VR provides a more realistic shopping experience and helps reduce production costs through digital prototyping.
Next, Maulan Arfi delivered material on Gamification for Advertising. On that occasion, Arfi explained gamification, its benefits, and various elements in it. Arfi also provided case studies from Vidio through the Vidio Quiz and Vidio Arcade features, NYT, and Livin’ by Mandiri. Arfi said that gamification, which is a marketing strategy, combines various game elements into direct engagement from consumers towards a brand or product. Arfi said, “Some of the advantages of using gamification in marketing are increasing engagement, data collection, emotional connections to consumers, and social sharing from consumers.”
(Photo: Presentation by Chetan Shetty, Managing Director of McCann Worldgroup, on digital marketing)
Chetan Shetty gave material about Creativity in Digital Marketing. Chetan emphasized the importance of attention as a currency that can be managed, like time, energy, and money. Chetan discussed how to gain and retain consumer attention with creativity that exceeds expectations. Several advertisements, such as Heinz, Head & Shoulders, KFC, Grab, Burger King, Kopiko, Tolak Angin, and Cadbury, were shown to the audience as examples of marketing. “Offer consumers something they never even imagined. So, the brand will win the attention and love of consumers,” said Chetan.
Finally, Wafa Taftazani explained AI for Event & Promotion by mentioning ten frequently used AI tools, as well as their respective uses in an event or promotion. Some of these tools are Google Ads Smart Bidding, Dynamic Yield, The Trade Desk, UpThinx, Adverity, Medallia, Salesloft, AdRoll, Pinterest, and Meta/Facebook Business. Wafa said, “AI has changed advertising significantly by enabling more efficient, targeted, and personalized campaigns. The existence of these tools helps a brand in marketing.”
Brands can utilize these tools, such as targeting audiences and segmenting them through Google Ads Smart Bidding, creating personalized content and recommendations using Dynamic Yield. Then, programmatic advertising with The Trade Desk, creative ad development with UpThinx, analytics predictions and insights using Adverity. Furthermore, Medallia is used to analyze sentiment, Salesloft for chatbots and chats with AI, AdRoll for optimizing ad performance and spending, Pinterest as a search engine through voice and images, and Meta/Facebook Businesss for dynamic ad placement.
(Photo: Workshop session of high school students accompanied by Media Production students)
After the MasterClass session, the event continued with an interactive workshop inviting participants, especially high school students, to practice the knowledge they had learned. Participants were divided into four groups and given 40-45 minutes to create a pitch deck for the Fresh Boost product campaign with the aim of increasing awareness of the product. Rafy, one of the students at Al-Azhar 19 High School, said that this activity gave him new insights into learning about marketing which is so complex. “The MasterClass session and workshop by creating a campaign pitch deck made us understand more about how the advertising industry works. In addition, guidance from senior students also provided an easy-to-understand understanding when creating the pitch deck,” said Rafy.
Head of the Media Production Study Program, Ngurah Rangga Wiwesa, M.I.Kom., said that the MasterClass activity held periodically by the Media Production study program is a learning platform, not only for students, but also for the community directly. “We strive to provide knowledge that is relevant to the current creative industry and target generations z and alpha, such as high school students. So, the knowledge they learn here is expected to be deepened and provided for the future,” concluded Rangga.
