Problem 

As a newly established campus in Medan, BINUS@Medan faced a significant challenge. Despite carrying the prestigious BINUS brand as a world-class modern university, it was still relatively unknown to high school students, parents, and the surrounding community.

The campus offers a variety of outstanding study programs and modern facilities that could be strong points of attraction. However, without an effective communication strategy, these advantages would not reach the right audience. That’s why social media was chosen as the primary channel to build awareness and introduce the brand from the very beginning.

Objective 

The goal of this campaign went beyond increasing follower numbers. BINUS@Medan wanted to:

• Introduce its programs and campus advantages to prospective students and their parents.
• Highlight the unique value BINUS provides in preparing students for the future.
• Position BINUS@Medan as the go-to campus for the younger generation in Medan.

The idea was to turn social media into a powerful tool that builds trust and strengthens the brand from day one.

Action

To achieve these goals, BINUS@Medan collaborated with Solutive to design a social media strategy that focused on engaging storytelling and fresh visual content. Every element was crafted to make the campus story relatable, memorable, and easy to understand.

Key actions included:

• Highlighting the story of the new campus through bright and appealing visuals that showcased modern facilities and a supportive learning atmosphere.
• Creating interactive content such as quizzes, short videos, and student testimonials to build engagement from the start.
• Optimizing local campaigns so the content resonated strongly with high school students, parents, and the Medan community.

This approach turned BINUS@Medan’s Instagram account into more than just a source of information; it became a lively and interactive space filled with authentic stories from the campus.

Results

The results clearly show the success of the campaign. Within just six months, BINUS@Medan achieved remarkable progress, proving that a carefully planned social media strategy can build strong awareness quickly. The key achievements include:

• Over 3,100 organic followers gained, bringing the total number of followers to 6,400.
• More than 14,000 engagements, including likes, comments, shares, and saves.
• A reach of 110,000 unique accounts, especially from Medan and surrounding areas.

Overall, these outcomes demonstrate that a well designed university social media campaign grounded in a deep understanding of the audience can successfully introduce a new campus, strengthen its credibility, and establish it as the preferred choice for the younger generation.