From Websites, Film Series to Social Media: Multi-Platform Media Approaches to Digital Finance for Indonesian Youth

Abstract

This study examines the marketing communication strategies employed by Bank Central Asia (BCA) in promoting digital financial literacy through technology-driven and innovative media campaigns. Theoretical Framework: The study is grounded in Diffusion of Innovations Theory and Social Learning Theory, which are integrated with marketing communication and digital campaign perspectives. These theoretical lenses are used to explain how digital financial literacy messages are disseminated. Method: This research adopts a qualitative case study approach, focusing on BCA’s digital financial literacy campaigns as empirical material. The case study design enables a contextualized understanding of how multi-platform communication strategies are operationalized to support national SDGs initiatives. Results and Discussion: The findings indicate that BCA’s multi-platform digital financial literacy campaign effectively  enhances public knowledge, awareness, and participation in digital finance. Through an integrated use of YouTube, Instagram, TikTok, official websites, and other digital channels, the campaign  delivers educational and interactive messages that encourage responsible and informed use of digital financial products. The multi-platform strategy enables wide message diffusion and  audience segmentation, successfully engaging Generation X, Millennials, MSMEs, and  Generation Z audiences who demonstrate high levels of digital literacy and media engagement. BCA’s emphasis on interactive, educational, and lifestyle-oriented communication aligns with the principles of SDGs 8 and 9. Research Implications: The findings suggest that BCA’s multi-platform digital communication model can serve as a reference framework for government institutions and other stakeholders. Originality/Value: This study contributes to communication scholarship by highlighting the strategic use of serialized digital film content combined with multi-platform media in lifestyle-oriented digital finance campaigns.