Problem

As one of Indonesia’s leading modern universities, BINUS University is committed to strengthening its digital presence. However, the challenge arose when the Instagram account of BINUS@Malang struggled to achieve meaningful engagement. Most of the content relied on static formats, while the primary audience, Gen Z, preferred interactive and dynamic video content that reflects their lifestyle.

As a result, campus awareness did not grow as expected. This was a missed opportunity, considering that BINUS has many compelling stories to share, from campus life to flagship programs and promising career opportunities that could attract prospective students.

Objective

BINUS@Malang aimed to increase awareness, engagement, and followers on Instagram. The objective went beyond numbers, focusing instead on creating authentic connections with the audience. Specifically, the campaign was designed to:

• Position BINUS as a modern university with international standards.
• Create content that resonates with Gen Z aspirations
• Showcase campus life stories that connect student experiences with future career pathways.

With the right strategy, social media was expected to become a powerful tool for strengthening the brand and reaching a wider audience.

Action 

To achieve these goals, BINUS@Malang partnered with Solutive to design a social media management campus strategy rooted in human-centered storytelling. This approach ensured that the content was not only informative but also inspirational and relatable to young audiences.

Key steps included:

• Highlighting the student journey as the main content pillar, showing how campus life shapes experiences and opens doors to future careers.
• Presenting educational content through a lifestyle approach, featuring the daily life of students in Malang and Bandung so it feels closer and more relatable to Gen Z.
• Creating short videos and interactive Reels consistently, ensuring ongoing engagement throughout the year with formats proven to resonate better than static content.

Through this combination, the BINUS@Malang Instagram account transformed from a static information board into a vibrant channel filled with authentic student stories and the real atmosphere of campus life.

Results

The optimized strategy brought impressive results throughout 2024–2025, including:

• Over 850,000 total views, with consistent monthly growth driven by Reels and storytelling videos.
• An organic follower increase of 4,500, showing that content relevancy drove growth without heavy reliance on paid ads.
• Reach expanded by around 95%, connecting with more than 360,000 unique accounts throughout the year.
• More than 52,000 engagements, including likes, comments, shares, and saves.

These results show that a well-designed social media strategy aligned with the audience’s needs can can drive organic growth and long-lasting engagement.