Study Case
Election 2024
Background
The Editorial, Product, and Marketing teams have reached a consensus to adopt "Strategi Pemilu 2024" as their central campaign theme for the upcoming 2024 Election. This strategic decision aims to create a unified and impactful message across all platforms, ensuring that the campaign resonates effectively with the target audience and aligns with the overarching goals of the election period.
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By incorporating "Strategi Pemilu 2024" into their initiatives, the teams plan to leverage a cohesive strategy that integrates editorial content, product promotions, and marketing efforts. This approach is designed to enhance visibility, engagement, and overall effectiveness of the campaign, fostering a stronger connection with stakeholders and voters as the election approaches.
Problem Identification
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Content categorization for election-related content is unclear
- There are redundant categories: Pemilu category and Pemilu tag
- Not all election-related content belonged to Pemilu category
- Strategi Pemilu 2024 tag is not used consistently on all articles
- Editors keep creating more new tags, create branches within the election-related contents -
Marketing campaign is not aligned with the editorial purposes
- Not all election-related articles can be promoted as ‘Strategi Pemilu 2024’ since the articles is not tagged with the campaign
- Social media audience are having trouble to find youth-related articles about Election in Kompas.id -
The average recirculation on all election-related landing page is low
- Entrances 0.09% out of all pages
- Bounce rate 88.85%
- Exit rate 71.66%
