Harumakna

The Harumakna (Hari Rumah Makan Nasional) campaign was designed to drive deep community engagement and foster a sense of pride among warteg and warung makan owners, central to Wahyoo’s mission. It was a complex integrated campaign, requiring seamless orchestration between digital mechanics, physical site visits, and a live broadcast event.

My role was to serve as the central strategist and operational lead, taking the core concept of photo contest focused on shop cleanliness and presentation also buyers involvement as UGC and building a viable, engaging structure around it. The main challenge was designing contest mechanics that were both accessible to the target audience and robust enough to handle high participation and public voting scrutiny.

The Execution Strategy hinged on three interconnected phases:

Digital Launch & UGC Mechanics: I spearheaded the development of the contest rules and social media strategy, ensuring the submission process was simple yet authentic (participants cleaning and showcasing their shop). We strategically leveraged social media to amplify reach, driving user submissions and, crucially, encouraging Netizen voting. This public layer was a critical design choice, maximizing organic reach and building genuine community investment in the outcome.

Cross-Functional Alignment: This campaign required tight coordination between our creative, marketing, and on-the-ground operations teams. I developed a clear communication matrix, ensuring the creative assets supported the participation goals, the legal guidelines were adhered to, and the operations team was prepared for the physical winner site visits. My job was to anticipate logistical friction—like verifying contest entries and managing the judging phase—and design processes to keep the campaign timeline on track.

Live Event Finale (YouTube): The campaign culminated in a live streamed awards ceremony. I led the production planning for this digital event, ensuring the narrative arc built anticipation and celebrated the winners effectively. The live stream was instrumental in maximizing campaign visibility and providing a high-quality, memorable closing that reinforced Wahyoo’s commitment to the community.

The successful delivery of the Harumakna campaign demonstrated my capability in managing complex, multi-channel projects. I effectively balanced the need for mass digital engagement with the tangible impact of physical activation, ultimately driving significant brand visibility and positive community sentiment for Wahyoo.