Dudung
Abdul Mulki

The Challenge Feature-heavy medical communication that felt clinical and cold. Users needed empathy, not product specs.

The Work Shifted from "product benefits" to "daily-life validation." Reframed screen fatigue and contact lens anxiety into relatable moments: Marriage isn't scary. Eye health is your choice. Monthly editorial plans, KOL strategies, and mini DVCs — all under one voice.

The Idea Vee — Visa's corporate mascot — had zero cultural relevance with the Blackpink audience. I proposed the "Director's Cut": make Vee a K-pop fangirl. A Blink. Let her be one of them.

The Execution Pitched internally as a ghost project with no brief requested. The concept: humanize the mascot through pop-culture fluency. Visa adopted the idea and ran their own version of it.

The Insight Indonesian parents' biggest fear: Gerakan Tutup Mulut (GTM) — kids refusing to eat. The brief used the fear as a problem. I used it as a weapon.

The Strategy Reframed the negative term entirely: GTM becomes Gerakan Tumbuh Maksimal. Same acronym. Completely flipped emotional valence. Fear → empowerment. The hashtag is now Morinaga Morigro's brand IP.

The Territory Jakarta. Traffic. Boredom. The offline activation brief needed to feel surprising — not like another branded pop-up.

The Concept "Berry Good Invasion" — injecting small doses of happiness into the city's most mundane moments. Commuters, queue lines, traffic jams. Mentos doesn't wait for you to have a good day — it invades your routine and makes one happen.

The Approach Most SEO content writes for the algorithm. I write for the person at 11pm with a dead SIM card, terrified they'll lose their number. Their anxiety is the search query. The solution is the article.

The System Turned technical keywords into clear, solution-driven narratives aligned with search intent. Sustained 12–15 articles/week at peak. Articles on Kartu Hangus and True Tone reached Page 1 Google rankings organically.