Depok-The Multimedia Broadcasting study program, Vocational Education Program, Universitas Indonesia (UI), held a guest lecture entitled “Go Big or Go Home” by presenting Ekki Prayogo, Account Director of SABIKREASI, who is also an alumnus of the Multimedia Broadcasting study program, on March 19, 2025. This guest lecture is integrated with the Creative Video Content Production course. Ekki started his career in the media industry as a marketing team, to creative and production. Ekki expanded his experience and switched to the advertising industry until now at SABIKREASI.
Ekki said that in creating creative content, a strong idea is needed. He gave an example of a collaborative project that he and Angga Dwimas Sasongko ran for a perfume brand. They built a personal branding that was easily accepted by the audience in order to introduce the brand’s newest product. Through various discussions and in-depth market analysis processes, they decided to promote in the form of a short web series starring Chicco Jerikho and Arifin Putra. “Promotion in the form of photos alone will not be enough to create a deep impression. Through a web series, the message that you want to convey can be more easily accepted by the audience and has a stronger appeal,” said Ekki.
(Photo: Ekki provides several examples of interesting video content)
Furthermore, Ekki explained that branding is not only focused on product usage, but also how to create a story that can explore the audience’s emotions. In developing a branding strategy, there are two main approaches, namely soft selling and hard selling. Strong storytelling is the key to building relationships with customers. In addition, in a work, proper character development is needed so that it is easily adjusted to the product branding. This allows the audience to be more connected to the character and understand the values that the brand wants to convey.
As the digital world develops, marketing can also be done through live streaming. In 2020, the industry experienced major changes due to the Covid-19 pandemic, which forced many companies to reduce budgets and switch to in-house strategies. According to him, the live streaming strategy is one of the right steps in marketing. Over time, it was found that the audience was more interested in giveaway and voucher strategies. Therefore, the marketing strategy through live streaming must accommodate user needs by offering attractive incentives.
(Photo: Group photo of students after the guest lecture ended)
Furthermore, Ekki revealed that competitor analysis is an important step that needs to be taken before creating a marketing strategy. Several factors that need to be considered in creating live streaming content, namely 1) a clear and structured brief; 2) quality content and strong messages; 3) selection of attractive and competitive products; 4) creativity in presenting content; and 5) creating a structured content flow so that it is not boring. Ekki said, “By looking at the competitor’s approach, the creative team can develop new, more innovative ideas. In order to build brand awareness, live streaming content must be different from competitors.”
Head of Multimedia Broadcasting Study Program, Penny Meliaty Hutabarat, S.Sos., M.S.M., said that this guest lecture provided knowledge to students regarding creativity that can be built in the world of marketing. “Through the experience and knowledge shared by Mas Ekki, students gain many new insights. This guest lecture also shows that creativity in branding is not only limited to traditional media, but can also develop into the digital world, especially in the world of live streaming which is growing rapidly. By studying branding in live streaming, students can understand the world of marketing in the scope of digital media and this is also studied in the Creative Video Content Production course,” Penny concluded.
