VISUAL ARCHIVE
Work Deliverables & Content Gallery
Copywriter & Content Strategist
Content Copy Delivered
High Converting Copy Pieces for Agency Clients Across Sectors
Brand Campaigns
Comprehensive Brand Campaigns & Editorial Calendars Managed
Engagement Boost
Average Engagement Rate Lift Across Managed Client Accounts
Diverse Portfolio
Tailored Voice Across F&B, Corporate, Beauty, and Retail Sectors
As a Copywriter & Content Strategist at Start Friday Asia (one of Indonesia's leading brand consulting agencies), I crafted high-converting copywriting frameworks, editorial calendars, and strategic content pillars that elevated brand presence across diverse client verticals.
Conducted rigorous audience research to map customer pain points and desires, ensuring every piece of copy resonated directly with target demographic psychographics.
Designed comprehensive monthly content calendars balancing educational, promotional, and interactive community-building post formats.
Paired sharp copywriting hooks with striking visual layout concepts to maximize thumb-stopping power on crowded social media feeds.
Kotty Kosmetik · Client of Start Friday Asia
500+ packages sold vs. a target of 100 (all packages)
500 ÷ 100 × 100% = 500%Consumer insight: at Eid, people buy a gesture, not a product.
Productized Eid gifting into 4 bundled tiers (Rp227K–250K) plus a Custom Box, reducing choice overload with clear price anchors.
Moment marketing via #TimeToRevealYourBeauty, gift-led key visuals, and a MAKE OVER Top Spender contest to grow basket size.
Validated an insight-to-conversion approach (insight – offer – content – conversion): 5× KPI in two days.
Key skills: Marketing Strategy · Digital Marketing · Social Media Marketing · Brand Management · Content Creation
Kotty Kosmetik · Client of Start Friday Asia
| Format | Lever | Funnel role |
|---|---|---|
| Gamified puzzle (G-Day) | Curiosity gap | Engagement |
| K-Challenge: tag 5 friends | Social proof | Reach |
| Lucky draw / pick-a-gift | Reciprocity | Conversion |
| K-Deals 30% / 20% off | Scarcity, FOMO | Sales |
| Routine & makeup inspo | Value-first content | Loyalty |
One feed, many life stages: a teen and her mother follow the same account. Low-barrier mechanics kept the brand accessible across generations.
A warm “Kotty Girls” persona built community, while 1-2-3 mechanics and a CTA in every post moved users from scroll to Shopee or store.
Content designed as a full-funnel system: gamification drives engagement, challenges extend reach, deals convert, education builds loyalty.
Key skills: Social Media Marketing · Community Management · Copywriting · Content Creation · Digital Marketing
Mera Indonesia · Crystal Glow Essence Mist
Picked creators for audience fit and credibility, not follower count.
Co-wrote one brief (message, mood, hero shots), so every video sold the same idea.
On set to protect brand codes while each creator kept their own voice.
Ran feedback rounds until every draft was approved and on brand.
A face mist is easy to scroll past. Beauty buyers trust the creators they follow more than brand ads.
Put the mist inside creators’ daily routines, so viewers saw a habit, not an ad, all under #BetterMoodExpression.
Every creator video shipped on brief. During three months managing content, the Mera and Kotty accounts grew from 50K to 55K followers.
Source: Mera Indonesia TikTok posts, February–April 2021. Prepared by Devina Dhea Pabundu. Key skills: Influencer Marketing · Social Media Marketing · Brand Management · Content Creation · Stakeholder Engagement