Koalu
Koalu is a wellness brand focused on comfort through its signature bolster pillows. As a Marketing Intern, I was tasked with developing the brand’s identity, social media presence, and launch strategy to bring the product to market.
Challenge
The challenge was to launch Koalu without existing brand guidelines, an audience base, or digital content. The goal was to establish a clear brand identity, build a social presence, and drive early sales.
Process
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Branding: Created guidelines (colors, fonts, visual identity).
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Research: Identified target markets, tracked cultural trends, and conducted competitor analysis.
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Content Strategy: Planned social calendar (Google Sheets), developed Instagram/TikTok posts, and produced Reels.
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Packaging Direction: Contributed to early packaging design ideas aligned with the brand’s aesthetic.
Methods
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Developed brand guidelines using Canva, selecting fonts and colors that reflected Koalu’s mission and identity.
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Built a shared Google Sheets content calendar with detailed columns (caption, purpose, content type, deadlines, examples, notes, action plan, person-in-charge, approval) to organize campaign execution and streamline collaboration.
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Researched user-generated content (UGC) and leveraged social listening to identify trending formats and cultural insights, which informed caption writing, visual style, and posting strategy.
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Edited posts and Reels in Canva, ensuring brand consistency and alignment with the content plan.
Collaboration & Reach
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Partnered with micro-influencers and community pages, including @indonesiainla and @socalindo, to expand Koalu’s visibility.
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Co-branded content achieved 22K views and 200 shares on a single post, despite the account having fewer than 300 followers, significantly boosting reach and brand awareness.
Results / Impact
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140K+ total Reels views in 3 months.
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Steady growth: 32K (July) → 49K (Aug) → 59K (Sept).
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85–87% of reach from non-followers → boosted discovery.
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Brand successfully launched; achieved first-month sales.