Christmastuti Destriyani

Hi! I am Christ, a Copywriter based in Jakarta, Indonesia. Thank you for visiting my page!

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Campaign Pintar Challenge by Kelas Pintar

Pintar Challenge is a monthly campaign that encourages students to master their learning goals using the Kelas Pintar platform. Every month, users aim to hit an XP target—and the student who tops the leaderboard wins exclusive prizes.

My Role: As Copywriter, I led the creation of:

The landing page copy that explained the campaign mechanics clearly and motivated participation

A persuasive proposal package for the Sales team to bring the campaign to schools

Engaging social media content to announce challenges, highlight leaderboard leaders, and boost participation

Collaboration:

Internal: Worked closely with the Digital Marketing team to time launch posts, create banners, and set posting schedules

Internal: Partnered with Graphic Designers to ensure the visuals and copy aligned in tone and format

External: Supported the Sales team with campaign materials and school outreach strategy

Results & Highlights

Strong engagement each month, with students sharing their XP milestones on social media

Multiple winners like Reza (October) and Yosina (December) celebrated in official posts

Successfully positioned Pintar Challenge as a motivating, educational gamification tool for schools

Key Learnings:

Writing clear, motivating campaign copy taught me the power of gamification in education. And working with marketing and design teams helped me strengthen my skills in cross-functional collaboration—keeping everyone aligned from concept to execution.

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Video Script - Kelas Pintar's Programs as Mitra Pembangunan

This video highlights Kelas Pintar’s initiatives as a Mitra Pembangunan with Kemendikbudristek to support the implementation of the Kurikulum Merdeka. It showcases various programs—webinars, school mentorship, data-driven planning, and more—that have been conducted across regions like Bali, Jakarta, Java, and Sumatra since mid‑2022.

My Role:

Scriptwriter: I crafted the full script by collaborating with our academic team, carefully incorporating program data and documentation to accurately represent the scope and impact of each activity.

Copywriter: I also wrote the video’s title and description to ensure clarity, professionalism, and SEO‑friendly appeal.

Collaboration:

Internal: Worked closely with the academic team to gather program insights and evaluate impact. Partnered with the video editor to match script with visuals, pacing, and flow.

Key Takeaways:

This project deepened my ability to translate complex educational initiatives into compelling video narratives. It taught me how to integrate data-driven storytelling, collaborate across teams, and create engaging content for social impact.

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Video Script - Kelas Pintar as Mitra Pembangunan Kurikulum Merdeka

This video spotlights the collaborative effort supporting the Ministry of Education's initiative to accelerate and facilitate the implementation of the Kurikulum Merdeka across Indonesia. The piece highlights key stakeholders, program goals, and progress updates.

My Role:

Scriptwriter: I crafted the script, ensuring it clearly conveyed the campaign's objectives and educational impact while remaining engaging and easy to follow.

Copywriter: I also wrote the video's title and description to boost clarity and viewer engagement, making sure it resonated with both educators and general audiences.

Collaboration:

Internal: I partnered closely with the video editor to align script flow, visual cues, and pacing for a cohesive narrative.

Key Learnings:

This project challenged me to write content that’s both informative and motivating—capturing the spirit of educational reform in just a few minutes. It taught me the power of concise storytelling when working on social-impact videos.

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Monthly Advertorial Series: Infographic - Provoke! Magazine x Prasetiya Mulya University

Monthly infographic advertorial published in Provoke! Magazine that explores majors at Prasetiya Mulya University to help understand the college's life in student-friendly language and appealing visual.

Objective:

To deliver clear, engaging, and relevant information about various majors.

To increase awareness and engagement among students with Prasetiya Mulya University.

To support the client’s branding goals through informative, student-friendly content.

My Role: Creative Writer:

Researched and wrote advertorial copy.

Developed topic-specific content based on the featured major.

Collaborated with the graphic designer to ensure alignment between content and visuals.

Coordinated with the Account Executive to align with the client brief and handle revisions.

Tools & Workflow:

Google Docs (research and scripting)

Email and team chats for internal collaboration and client feedback

Results:

Published consistently since 2015-2019, with one infographic per month.

Key Learnings:

This project strengthened my ability to simplify complex information into visually digestible content and enhanced my experience in cross-functional collaboration between writing, design, and client servicing.

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Article for Anotasi

"Pembajakan Buku: Upaya Pembebasan Ilmu Pengetahuan atau Tindak Kriminal Etika Moral?"

This articles discusses the ethical gray area between the right to knowledge and the rights of authors and publishers. It looks into how book piracy is often seen not just as a crime, but also as a form of protest against expensive textbooks and limited access to academic resources.

We aimed to spark discussion around this issue—especially among students, educators, and creatives—by presenting both perspectives: the moral dilemma and the socio-economic realities.

My Role & Collaboration: As the writer, I worked closely with the editor from Anotasi to shape the article’s structure, tone, and narrative flow. Together, we ensured that the topic was not only informative but also thought-provoking and accessible to a wider audience.

Key Takeaway: This writing experience challenged me to approach sensitive topics with nuance, and strengthened my ability to balance journalistic inquiry with ethical storytelling.

Read the article here

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“Bebas Tapi Sopan” – Pameran Visual Jalanan

“Bebas Tapi Sopan” (Free but Proper) was a street-visual exhibition curated by Visual Jalanan as part of the Jakarta Biennale 2015, held at Galeri Nasional Indonesia from 26 October to 16 November 2015.

My Role and Responsibilities: As an Exhibition Manager, I am responsible for exhibition operations from preparation to the end of the exhibition:

Coordinated with artists and production teams to align schedules and exhibition requirements

Oversaw installation teams, production crew, and on-site event coordination

Ensured smooth execution of the opening night and daily operations throughout the exhibition period

Collaboration:

Internally: worked with production crews, curators (Abi Rama & Andang Kelana), and the Visual Jalanan team

Externally: liaised across a wide range of participating street artists and collectives, including Ace House Collective, Agung “Abe” Natanael, Angga Cipta, Bujangan Urban, ruangrupa, Milisi Mural Depok, Methodos, Stenzilla, The Popo, Tutu, and others

Key Takeaways: Through this role, I learned how to manage the complexities of a multi-artist exhibition in a major public institution—balancing bold creative expression with operational structure, stakeholder management, and on-the-ground coordination.

More info: Visual Jalanan

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Campaign Kenang Kenangan – Kopi Kenangan x Kreavi x Local Creators

"Kenang Kenangan" was a collaborative campaign by Kopi Kenangan and Kreavi, working with talented local creators to tell nostalgic stories rooted in five cities in Indonesia: Bandung, Jakarta, Yogyakarta, Surabaya, and Bali.

The campaign celebrated regional memories and cultural identity through storytelling and visual art by each creator then turned into limited-edition merchandise (tumblers and t-shirts).

View this post on Instagram

A post shared by Kreavi (@kreavi)

Objective:

To promote local heritage and storytelling through merchandises.

To strengthen brand presence by connecting with the local creators.

View this post on Instagram

A post shared by Kreavi (@kreavi)

View this post on Instagram

A post shared by Kreavi (@kreavi)

My Role: Creative Writer

Assisted and coordinated with creators to ensure timely delivery of illustrations.

Developed promotional campagin copy for social media.

Ensured alignment between the creator’s concept and the brand’s message.

View this post on Instagram

A post shared by Kreavi (@kreavi)

Collaboration:

Internal: Worked with the graphic design team to align visual for the contents.

External: Managed communication and creative flow with selected creators from each featured city.

View this post on Instagram

A post shared by Kreavi (@kreavi)

Campaign Output:

Limited-edition merchandise (tumblers and t-shirts) featuring local creators.

Social media contents introducing each creator, stories behind the illustrations, and the campaign itself.

View this post on Instagram

A post shared by Kreavi (@kreavi)

Key Takeaways:

This project deepened my experience in creative coordination and campaign writing, especially in bridging brand goals with authentic, creator-driven storytelling.

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Campaign Let’s Create Goodness – Provoke! Magazine x Exsport

"Let’s Create Goodness" is a collaborative campaign between Provoke! Magazine and the lifestyle brand Exsport. The first edition of the campaign focused on highlighting creative journey female artists from various creative fields such as graphic design, collage art, and visual storytelling.

The campaign aimed to inspire young readers to spread kindness through creativity, especially arts. The content was published monthly in both printed magazine and digital formats, including articles, website features, and YouTube videos.

Objective:

To showcase female artists and their stories as a source of inspiration.

To encourage a culture of kindness and creativity among the youth.

To build brand affinity through authentic and meaningful collaborations.

My Role:

Wrote articles for the magazine and website.

Created shooting guides for the video team to ensure narrative consistency.

Contributed as part of the creative team in concept development and content planning.

Collaboration:

Internal: Worked closely with the videographer, video editor, and marketing communication (Marcomm) team.

External: Collaborated directly with the artists from diverse creative backgrounds to bring their stories to life.

Campaign Output:

Monthly articles published in both print and online.

Artist spotlight videos released on YouTube.

Consistent visual and editorial storytelling across platforms.

Key Takeaways:

This project strengthened my ability to develop cross-platform content, work in creative collaboration with artists, and contribute to a purpose-driven campaign that blends storytelling, art, and social values.

Watch more videos Let's Create Goodness

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Product Infographics – Kelas Pintar

A series of infographics designed to introduce and explain Kelas Pintar’s products and features. These materials were developed to support the company’s B2B efforts, particularly for school outreach and partnership initiatives.

Each infographic serves as a concise, visually appealing reference to help school stakeholders understand the benefits of subscribing to Kelas Pintar and to provide students with a clearer picture of how the platform works.

Objective:

To present Kelas Pintar’s products in a way that is easy to understand for school decision-makers.

To support the sales team with clear, branded visual materials.

To serve as informational content that can also be shared with students for onboarding.

My Role: Copywriter

Created content outlines and wrote copy for each infographic.

Simplified technical product features into user-friendly language.

Collaborated with the graphic designer to ensure visual clarity, alignment with brand guidelines, and educational impact.

Tools & Workflow:

Docs (content development)

Internal brief documents for each product feature

Real-time collaboration with the graphic design team

Impact & Usage:

Infographics were distributed directly to partner schools and prospects by the sales/account team.

Used as supporting materials during product demos and school meetings.

Helped streamline product communication and increase clarity for first-time users.

Key Learnings:

This project sharpened my skills in writing for multiple audiences—especially in B2B education contexts—and reinforced the importance of strong collaboration between content and design for maximum clarity and visual engagement.