Senior Strategic & Humanist Copywriter

Dudung
Abdul Mulki

"I turn what people feel
into ideas brands can use."

My approach: Philosophy of the Street. I write from the ground up, not from the boardroom down. Real language. Real insights. Real results.

Years in
Content & Copy

30+

Brands
Across 6 Sectors

95%

First-Round
Approval Rate

5 Creative Modes

The Empath

Stability & Audience-First Strategy

The Visionary

Wild Ideas & Pop-Culture Fluency

The Strategist

Winning Pitches & Consumer Psychology

The Activator

Offline Activation & Experience Design

The Content Architect

Long-term SEO & Content Systems

What I
Actually
Do.

For HR and CDs with 10 seconds.

Turn messy human insight into clear campaign ideas.

I start where most copywriters skip: the uncomfortable, unfiltered truth about how people actually feel. Then I make it usable.

Build concepts that survive both decks and real life.

Ideas are easy. Ideas that hold up under client feedback, budget cuts, and a 3-day production window? That's the work.

Translate anxiety into action across every format.

SEO articles, social copy, activation concepts, scripts. The medium changes. The human insight driving it doesn't.

The Philosophy

Writing, to me, is more than a profession. It's how I decode what people actually feel versus what brands assume they want.

The gap between those two things is where every great campaign lives.

The best copy doesn't sound like copy at all. It sounds like the voice in someone's head that finally got it right. Most of what I learned didn't come from campaigns. It came from watching how people actually behave when no one's looking.

✦ Empathy First

I understand the anxiety behind the search query, the hesitation before the purchase.

⟳ Full-Cycle Execution

Brief to live production. Strategy to script: every step, not just the writing.

↗ Results That Measure

Page 1 rankings. 4.62% ER. 30% lift. Metrics are just stories told with numbers.

◈ Tone Fluency

Banking copy to K-pop fan culture to parenting anxiety. I write for humans, not demographics.

Selected Work

The Empath

ACUVUE

Retainer Account · Eden Creative Network · 2025

The ChallengeFeature-heavy medical communication that felt clinical and cold. Users needed empathy, not product specs. The content wasn't resonating, it informed without connecting. The WorkShifted from "product benefits" to "daily-life validation." Reframed screen fatigue and contact lens anxiety into relatable moments. Monthly editorial plans, KOL strategies, and mini DVCs: all under one unified voice.

Instagram Engagement Rate

0.17% →4.62%

One month. No paid boost. Pure content reframe.

The Visionary

Visa × Blackpink

Internal Initiative · Eden Creative Network · 2025

The IdeaVee (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 ExecutionPitched internally as a ghost project with no brief requested. Humanize the mascot through pop-culture fluency. Visa adopted the idea and executed their own version: creative leadership without the title.

Outcome

Adopted

Client adopted & ran the concept. No brief needed.

The Strategist

Morinaga Morigro

Pitch Campaign · Eden Creative Network · Mar 2025

The InsightIndonesian parents' biggest fear: Gerakan Tutup Mulut (GTM), kids refusing to eat. The brief treated it as a problem to solve. I treated it as a weapon to flip. The StrategyGTM becomes Gerakan Tumbuh Maksimal. Same acronym. Completely flipped emotional valence. Fear becomes empowerment. The hashtag is now brand IP.

Outcome

Won Pitch

Hashtag became client IP. Emotional clarity + commercial strength.

The Activator

Mentos

Brand Activation Pitch · Eden Creative Network · Jun 2025

The TerritoryJakarta. Traffic. Boredom. The offline activation brief needed to feel surprising: not like another branded pop-up in a mall. The Concept"Berry Good Invasion" — injecting small doses of happiness into the city's most mundane moments. Commuters, queue lines, traffic jams. Mentos invades your routine and makes a good day happen.

Outcome

Won Pitch

Experiential strategy built for urban Indonesia.

Content Architect

Telkomsel

SEO Content System · Eden Creative Network · 2025

The ApproachMost 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 SystemTurned technical keywords into clear, solution-driven narratives. 12-15 articles/week at peak quality. Articles on Kartu Hangus and True Tone reached Page 1 Google organically.

SEO Result

Page 1

High-traffic keywords. 12-15 articles/week. Organic only.

Brands I've Worked With

Across FMCG, fintech, automotive, healthcare, telecom, gaming, and entertainment. Adapting tone without losing the human thread.

FMCG & Food

Finance & Tech

Lifestyle & Mobility

Healthcare & Ent.

Skills & Expertise

Strategic Copywriting

Campaign development, consumer psychology, pitching, brand voice adaptation. From snappy headlines to full campaign systems.

Scriptwriting & Storytelling

Multi-format scripts for social, DVC, live streaming, KOL content. Tone-matching across Gen Z, millennial, and premium audiences.

SEO Content Architecture

Keyword-to-narrative translation. Search intent mapping. High-volume output at quality. Google Page 1 track record in regulated industries.

Creative Research

Trend identification, audience insight mining, KOL landscape mapping. Finding angles nobody else found by asking different questions.

Live Production Oversight

Pre-production to post. Directing, stage management, supers. Full creative accountability from script to air: not just the writing.

Cross-functional Collaboration

Strategists, designers, production teams, international clients. Multi-stakeholder management with consistently high approval rates.

DudungAbdul Mulki

What IActuallyDo.

The Philosophy

Selected Work

Brands I've Worked With

Skills & Expertise

Dudung
Abdul Mulki

What I
Actually
Do.