One of the online education platform that provides free courses is IndonesiaX. The purposes of this study are to analyze and describe customer characteristics. Then, identify marketing efforts using the 4C marketing mix (co-creation, currency, communal activation, conversation) and identify and analyze IndonesiaX brand awareness using the brand awareness pyramid based. Data were collected by interviewing internal stakeholders and distributing questionnaires to IndonesiaX customers. The results showed the characteristics of IndonesiaX customers, namely the lower middle class with an age range of 18-35 years and companies that need an online platform. IndonesiaX has made several 4C marketing mix efforts. Based on the evaluation of the brand awareness pyramid, problems occur in brand recognition, brand recall, and top of mind. These results caused by three problems in the co-creation, two problems in the currency, one problem in the communal activation, and two problems in the conversation.
