JB English Language School, Content Creation
Brand and Audience:
Jembatan Bahasa Indonesian Language School is based in Canggu, Bali, Indonesia. JB English is a division of Jembatan Bahasa Indonesian Language School.
The target market is children and adults who want to learn English in Bali within a more interactive, supportive and holistic environment. Two main regions they focus their marketing on are Europe and China.
Project Details:
To create an advertisement video to promote on their social media for their upcoming Teen English Camp which will be running from July 20th - 31st 2026.
Youtube Shorts thumbnail
Tiktok thumbnail
Chinese version of advertisement
Sample Content Calendar for Instagram posting
Goal:
To increase overall engagement with their social media channels and create interest in their upcoming camp.
Marketing Strategy:
The company has an issue with consistency and inactivity within their social media platforms, so building up interactions and growing their consumer base is crucial for their marketing.
I decided to dedicate more of the video to showcasing the USP of the program, the activities, tour and accomodation. Marketing has to feel like a conversation and introduce people to the aims of the company, but simple enough to cater to ESL learners. Less words, more visuals.
By creating a short, easily understood and visually appealing video, I intend to inform and attract people not only to the program, but also the other work that they do at JB English.
The main social media channels they use are: Tiktok, Instagram, Youtube and Xiaohongshu. Something short, snappy and informative that is easy to watch is a priority to make this campaign a success.
Campaign Plan:
Post on Tiktok, Youtube, Instagram and Chinese social platforms around a month before the start of the program, experimenting with paid advertisements to extend reach and engagement
Share the video to existing consumers through Whatsapp chats and Wechat, to market the program through word-of-mouth
Monitor the analytics in JB’s social media channels to analyse success and reach of the campaign for future reference
Targets/KPIs
Reaching at least 500 views on the video in each platform
At least 20 dms showing interest in the program over a month, and 10 participants signed up for the camp
A 5% increase in followers from the start of the campaign to July 20th