OPPAL, launched in August 2022, is a multi-platform media company targeting Gen Z, Millennials, and Young Professionals (ages 16-45). It aims to empower the younger generation through positivity, creativity, and purpose, serving as a trusted companion with stories that inspire and drive meaningful action. At its core, OPPAL’s vision is to empower the younger generation to embrace positivity, creativity, and purpose in their everyday lives. By combining a fun, adaptive, and educational brand character, OPPAL positions itself as a reliable friend and companion for its audience, championing stories that spark inspiration and promote meaningful actions.
OPPAL offers a diverse range of services across media, production, promotion, events, and community engagement, delivering an integrated solution for brands, creators, and organizations looking to maximize their reach and create a seamless media ecosystem.
Image courtesy of PRAMBORS/Aqilah Ananda Purwanti
Multi-platform Media
OPPAL leverages its network to distribute content across multiple platforms, ensuring maximum visibility through Social Media, Own Media, and OOH Partners.
Production
OPPAL provides end-to-end content creation services designed to inspire and inform Social Media Content, Video Promotion, Custom Podcasts, and Music Video.
Promotion Activities
OPPAL specializes in managing and amplifying promotional campaigns to ensure broad reach and engagement with Personal Social Media Content, Corporate/Mall Content, KOL/Influencer Handling, Launching/Press Conference, Talent Management, and Media Coordination.
Event
OPPAL organizes a variety of events, both online and offline, to strengthen engagement and deliver unique experiences like Music Events, Workshops, Exhibition Content, Live Shows, Brand Activation, and Special Events.
Community Engagement
OPPAL fosters a loyal audience through Own Community by building and maintaining an active, engaged community platform where users can connect, share, and stay informed.
Problem Identification
Despite its positive reputation, OPPAL competes in a saturated digital media landscape alongside platforms like Vice, Narasi, and other mainstream media targeting similar demographics. The core issue lies in differentiating OPPAL’s offerings from competitors while cultivating meaningful and sustained interactions with its audience.
Additionally, while the audience acknowledges OPPAL’s presence, there is limited evidence of strong brand affinity or exclusive reliance on its content.
86.9% of respondents already know OPPAL
40.9% of respondents heard OPPAL from YouTube
37.3% of respondents said that OPPAL is known for its podcast content.
The dominance of free, user-driven platforms like TikTok, Instagram, and YouTube, which shape content consumption trends, further intensifies the threat of substitutes. To remain relevant and indispensable, OPPAL must sharpen its unique value proposition, strengthen its emotional connection with its audience, and position itself as the go-to platform for authentic, enriching, and community-driven experiences.
Competitor Analysis
OPPAL’s positioning as a multi-platform media brand for Gen Z and Millenials places it in direct competition with platforms like IDN Times and USSFeed.
OPPAL’s competitor in the multimedia platform
All three brands target similar demographics—Gen Z and Millennials—and leverage multi-channel approaches to deliver content. IDN Times has established itself as a leading source for news and lifestyle content tailored to younger audiences, while USSFeed focuses on urban culture, trends, and niche storytelling. OPPAL competes by offering positive, enriching, and community-driven content that resonates with its audience’s values and interests.
STP Analysis
Segmentation
Demographic Gen Z, Millenials (16–35 years), primarily students, young professionals.
Psychographic Value positivity, social connectedness, and relatable lifestyle content.
Behavioral Active social media users, frequent content consumers, seeking exclusive and visually engaging media.
Targeting
Focus on urban Gen Z & Millenials audiences who are already familiar with digital platforms and enjoy diverse content such as mental health topics, lifestyle trends, and creative workshops.
Positioning
“Your positive, trusted, and exclusive gateway to Gen Z and Millenials lifestyle and community experiences.“
Strategy Analysis using TOWS
Strength
Weakness
Opportunity
Leverage inspirational branding for campaigns using Oppal’s positive messaging to craft targeted campaigns for Gen Z that emphasize self-identity and empowerment
Expand multi-platform content formats introducing interactive storytelling, live streaming
Special collaborative campaign with influencers by collaborate with high-profile influencers, focus on shared interest in positive narratives.
Improve engagement metrics with data analytics by create data-driven insight to identify high-performing content types for engagement.
Threat
Differentiate through positive branding using strengthen unique postitioning as platform for positivity and inspiration
Build strategic alliances by forming partnerships with public figures in the daily contents
Enhance internal content creation by reducing reliance on external contributors by developing owned asset, ensure consistency and quality in brand messaging
Develop flexible content strategies by creating adaptable content strategies that can quickly respond to changing preferences.
Proposed Solution
Develop a weekly TikTok game challenge in partnership with artists/influencers, posting positive acts or stories.
Produce behind-the-scenes content featuring influencers in collaboration with OPPAL’s content team.
Influencer/ Artist take over contents
Launch a #OppalInspires campaign on Instagram encouraging UGC with a reward system (merchandise, shoutouts).
Partner with universities for Campus Storytelling Contest where students submit short films or articles highlighting positive stories.
Recruit 50 micro-mid tier influencers to promote OPPAL’s values by creating personalized stories and testimonials.
Host co-branded Instagram Live sessions featuring well-known influencers discussing positivity and success stories.
Partnership with local music festival as media partner
Develop AR filters for Instagram & Tiktok that align with OPPAL’s positive themes (e.g., glowing ‘Positive Aura’ filter).
Create interactive micro-site quizzes to engage audiences in a fun, educational way.
Create owned inspirational show (creativepreneur) host with OPPAL Star Editor.
Conclusions
The OPPAL case highlight the importance of adaptability, strategic content creation, and collaboration in building brand awareness. Continuous improvement requires thorough project reviews, standardized processes, and flexibility in response to market changes. Understanding the root cause of low brand awareness is essential, focusing on fundamental issues rather than symptoms. Additionally, real-time engagement and community-building strategies enhance brand loyalty, while user-generated content and influencer collaborations play a significant role in amplifying credibility and reach.
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To achieve sustainable brand growth, businesses must prioritize high-quality, platform-specific content tailored to audience preferences. Robust measurement and analytics help track performance and optimize strategies through data insights. Cross-functional collaboration between marketing, content creation, data analysis, and customer service teams fosters innovation and ensures a comprehensive approach to brand awareness. By integrating these strategies, brands can create impactful, authentic, and data-driven marketing efforts.
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