Daniel Supit

Client: Inspigo
Industry: Education & Digital Content
Role: Brand & Marketing Lead (B2C)

Background
Inspigo is an Indonesian platform dedicated to providing educational content through podcasts, covering topics such as soft skills, mindfulness, and book summaries. With a focus on personal and professional development, Inspigo aims to make high-quality learning accessible at any time and from anywhere. Users can access free content or opt for a premium subscription to unlock additional features like offline listening and higher sound quality. The brand’s motto, #JadiLebihSiap bersama Inspigo, emphasizes its mission of helping users become “more prepared” for life’s challenges.

In addition to its regular content, Inspigo partnered with BCA Bank to organize a major event — Skills for 2025 — designed to engage users and elevate the brand’s presence in the educational and corporate sectors.

Objectives

• Increase the number of active users on the Inspigo app.
• Grow the platform’s followers on social media to build a strong online community.
• Position Inspigo as a leading educational content provider and thought leader in personal and professional development.
• Activate a high-profile event with BCA Bank that would generate excitement and raise awareness about the importance of skills development for the future.

Responsibilities & Approach

• B2C Brand Marketing Strategy: Led the creation and execution of brand marketing strategies focused on direct-to-consumer (B2C) growth. This included both short-term campaigns and long-term branding initiatives to engage users and build brand loyalty.
• Campaign Management: Developed and executed marketing campaigns across digital platforms (social media, app stores, and email) designed to increase user acquisition. Focused on delivering content that resonated with the target audience’s interests in self-improvement, education, and personal growth.
• Community Engagement: Worked closely with social media teams to increase engagement and build a robust community of followers. The goal was not just to grow numbers but to create genuine connections with users, leveraging content that encouraged interaction, sharing, and loyalty.
• Influencer & Partner Marketing: Collaborated with notable Indonesian celebrities and public figures such as Dian Sastrowardoyo, Vino G. Bastian, Iwan Fals, Gita Wirjawan, Raline Shah, and several ministers from President Joko Widodo’s administration. These partnerships enhanced the platform’s visibility and credibility, connecting with a wider, more diverse audience.
• App Growth & Conversion: Worked with the product team to optimize the user experience on the app, ensuring smooth onboarding for new users and creating initiatives to convert free users into paying subscribers by highlighting the value of premium features.
• Event Activation – “Skills for 2025” with BCA Bank:
  • Concept Development: Spearheaded the concept for the Skills for 2025 event, a large-scale activation in collaboration with BCA Bank to discuss and promote the skills necessary for professional success in the coming years. This event was designed to engage Inspigo’s target audience, including young professionals, students, and entrepreneurs, focusing on the skills they needed to thrive in 2025.
  • Content Strategy: Developed a series of podcasts, webinars, and panel discussions leading up to the event, featuring industry experts, business leaders, and educational influencers discussing topics such as leadership, digital transformation, and future-ready skills.
  • Cross-Platform Promotion: Launched an integrated marketing campaign across multiple channels (social media, digital ads, influencer partnerships, and email newsletters) to promote the event. Engaged existing users and attracted new followers by creating anticipation through teaser content and event countdowns.
  • Event Day Execution: Managed the on-the-ground and virtual elements of the event, ensuring smooth coordination between online and offline activities. The event included live webinars, interactive sessions, and networking opportunities, all aimed at empowering attendees with the tools they need to succeed in the future workforce.
  • Post-Event Engagement: Following the event, content such as recorded webinars, highlights, and podcast episodes from the event was shared on Inspigo’s social media platforms and app, extending the value of the event and keeping the audience engaged.

Challenges

• User Preference for Visual Content: One of the main challenges was that audiences, particularly in Indonesia, preferred to consume podcasts via YouTube because of its visual component. Users found podcasts with a video format more engaging than audio-only content. This presented a challenge for Inspigo, which primarily offered audio content through its platform.
• Competing with YouTube Content: As YouTube was a dominant platform for consuming educational and podcast-style content, Inspigo needed to establish a strong presence on YouTube to remain competitive and attract a broader audience. This required finding ways to provide visual elements that would complement the audio podcasts and enhance the user experience.
• Event Planning & Execution: Coordinating a large-scale event like Skills for 2025, which involved multiple stakeholders (BCA Bank, speakers, and influencers), posed logistical and organizational challenges. Ensuring alignment in messaging, branding, and user engagement across various event channels was key to its success.

Results

• Increased User Base: The Skills for 2025 event led to a surge in app downloads and active users, as attendees were motivated to explore Inspigo’s educational content following the event. The integrated marketing campaign also brought in a substantial number of new users.
• Enhanced Social Media Engagement: Social media followers increased significantly, particularly on YouTube, where Inspigo repurposed event content into videos. The interactive nature of the event, combined with its promotion across social channels, spiked engagement and shares.
• Successful Brand Positioning: Inspigo’s positioning as an industry leader in personal development and education was strengthened. The event not only increased awareness of Inspigo’s value proposition but also positioned the brand as a key resource for individuals preparing for future career success.
• Premium Conversion & Retention: The event served as a lead-generation tool, attracting free users who were then converted to premium subscriptions. The exclusive content available to premium users, including event-related podcasts and enhanced features, helped improve conversion rates.

Conclusion
Inspigo’s Skills for 2025 event, activated in collaboration with BCA Bank, marked a pivotal moment for the brand. Through strategic planning, creative content, and cross-platform promotion, the event contributed to significant user growth, social media engagement, and brand positioning. By leveraging both online and offline channels, I was able to drive increased visibility, build a stronger community, and position Inspigo as a trusted platform for personal and professional development in Indonesia.