Daniel Supit

Client: Mayapada Group, Grace Tahir & Partner Brands
Industry: Banking, Healthcare, FMCG, Media
Role: Digital Strategy Manager

Background

As Digital Strategy Manager at Everest Media Agency, a subsidiary of Mayapada Group, I played a key role in developing digital strategies to enhance both the group’s corporate presence and the personal branding of Grace Tahir, a prominent businesswoman and leader of Mayapada Group. The agency is responsible for overseeing digital media assets across platforms such as YouTube, Instagram, and TikTok, with a particular focus on Mayapada Group’s diverse entities in banking, healthcare, and FMCG. Additionally, I spearheaded efforts to elevate Grace Tahir’s personal brand through podcast content and social media engagement.

Objectives

• Strengthen Grace Tahir’s personal brand through strategic content creation, leveraging digital platforms to engage with key audiences.
• Promote Mayapada Group’s entities, including Mayapada Bank, Mayapada Hospital, and FMCG brands like Orang Tua Group and Wings Group, through impactful digital campaigns.
• Build a robust network of influential figures to further amplify the brand’s presence, positioning Grace Tahir as a thought leader.

Responsibilities & Approach

In my role, I was responsible for both the overarching digital strategy for Mayapada Group and the personal branding initiatives for Grace Tahir. This included:

• Mayapada Bank Credit Card Launch:
  I led the digital strategy for the launch of the Mayapada Bank credit card, developing a campaign that utilized influencer partnerships, targeted ads, and social media engagement. The campaign successfully drove online engagement and awareness of the new product.
• Eye-mazing Mayapada Hospital Campaign:
  For Mayapada Hospital, I developed the “Eye-mazing Mayapada Hospital” campaign to promote the eye clinic services. By leveraging video content, testimonials, and educational material across social media platforms, we achieved significant reach and engagement.
• FMCG Brand Collaborations:
  I worked on digital campaigns for Orang Tua Group (Crystalin water and ABC soy sauce) and Wings Group (Mie Sedap), utilizing digital platforms to create engaging content that resonated with their target audiences. This resulted in improved engagement and sales.
• Grace Tahir’s Personal Branding:
  I devised a strategy to enhance Grace Tahir’s personal brand, positioning her as a thought leader in the business and media space. This involved creating content that highlighted her leadership, business acumen, and values, which were shared across social media platforms, including Instagram, LinkedIn, and YouTube.
• Podcast Strategy and Content Creation:
  I developed and managed Grace Tahir’s podcast, ensuring each episode reflected her brand and focused on relevant topics such as business leadership, entrepreneurship, and personal growth. Through these podcasts, we were able to connect with industry leaders, further establishing Grace as a credible voice in the business community.
• Networking with Key Influencers:
  I successfully expanded Grace’s network by securing influential podcast guests like Alam Ganjar, Budi Karya Sumadi (Minister of Transportation under President Joko Widodo), Rocky Gerung, and other high-profile figures. These collaborations strengthened Grace’s personal brand and amplified the message of the podcasts to a larger audience.

Challenges

• Building Brand Identity in a Competitive Market: Establishing a unique and recognizable personal brand for Grace Tahir required differentiating her voice from others in the business space. I achieved this by focusing on authenticity and aligning content with her leadership qualities.
• Securing High-Profile Podcast Guests: Attracting guests like Budi Karya Sumadi and Rocky Gerung involved persistent relationship-building and a strategic approach to ensure that both the guests and their audiences benefited from the collaboration.
• Adapting to a Rapidly Evolving Digital Landscape: The rapid shift in digital trends required constant innovation and optimization of campaigns to stay relevant, especially when integrating emerging platforms like TikTok and YouTube.

Results

• Increased Brand Visibility: Through campaigns like “Eye-mazing Mayapada Hospital”, Grace Tahir’s personal podcast, and Mayapada Bank’s credit card launch, we significantly raised awareness and engaged with a wider audience. These campaigns brought visibility to both the corporate entities and Grace Tahir’s personal brand.
• Expanded Audience Engagement: By strategically selecting influential podcast guests, we not only grew Grace Tahir’s podcast audience but also strengthened her position as a thought leader. Episodes with guests like Alam Ganjar and Budi Karya Sumadi attracted attention from key industry professionals.
• Successful Digital Campaigns: Campaigns for Orang Tua Group (Crystalin and ABC) and Wings Group’s Mie Sedap saw measurable success in terms of engagement, product visibility, and online conversions. The digital-first approach resulted in stronger brand positioning in the FMCG market.
• Growth of Social Media Following: Grace Tahir’s social media following grew steadily across platforms like Instagram, LinkedIn, and YouTube. The combination of thought leadership content, behind-the-scenes podcast footage, and engagement-driven posts helped position her as a prominent figure in the digital space.

Conclusion

As Digital Strategy Manager at Everest Media Agency, I played a key role in shaping the digital presence of Grace Tahir and Mayapada Group. Through strategic content creation, personalized branding, and high-profile networking, I was able to elevate Grace Tahir’s personal brand and drive engagement for the group’s core businesses. The success of the podcast series featuring influential figures like Alam Ganjar, Budi Karya Sumadi, and Rocky Gerung further reinforced Grace’s position as an authority in business leadership, while our digital campaigns for Mayapada Group’s banking, healthcare, and FMCG brands contributed to increased market presence and engagement.