This document was submitted as part of interview process for Social Media and Content Lead position at Dekoruma, an Indonesian tech company which offers interior designs and Japan-Scandinavian inspired furniture.

1. DEKORUMA
ACCORDING
TO ME DATA
Amal Agung Cahyadi
amal@agungcahyadi.com | linkedin.com/in/akhmadamal

2. I AM AMAL
Did you know? I have worked as a
woodworker for almost a year.

3. How do I see
Dekoruma?
I am trying not to be subjective. Thus, I
did a quick survey and interviews.

4. Poll to @AMALwoodworking
followers

5. SUMMARY
OF
INSIGHTS
People know
Dekoruma but
have yet to be
motivated to visit
the store.
1
People compare
to shop from
Dekoruma or
custom-built to a
woodworker.
2

6. Who is the
competitor?
Brand’s perception
Business similarity
Brand’s design

7. Brand’s
perception Premium
Low-price
Generic Thematic

8. Business
similarity
Thematic design
Home & living product
Online & offline store
Mobile app enabled
Offer interior design
Quircky product name
in-store activities

9. Brand’s
visual design

10. Social media
analysis
Current trend
Dekoruma’s social media
What works
What to improve

11. Social media’s
current trend
Photo-focused
content
(Instagram founded)
Video-first
content
(TikTok founded)
Audio-driven
video content
(Everyone doing video)

12. Content design
consistency is the key
5-10 sec video with
consistent surprise element.
text-focused image content
with consistent formatting .
25-35 sec video with
consistent plot-twist.

13. ✔
✘
DEKORUMA
INSTAGRAM Consistent color tone.
Consistent visual format
Visually on brand..
Need embrace “Japandi”
values.
Do more evergreen content.
Primary brand color please.

14. How do we gain
more traffic to
offline stores
thru social media?

15. 70% PEOPLE PREFER BUY
FURNITURE IN-STORE
Then social media could be focused on keeping
the brand on top of the people's mind.

16. ?
IDEAS
TO BE
ON TOP
OF
MIND
What makes me
constantly interested
in Dekoruma?
Be the solution to people's
problems - create content
which shows Dekoruma is the
answer.
Be the way of life -
Embrace “Japandi” values;
focus on the fundamental
than the function.

17. ?
IDEAS
FOR
PEOPLE
TO
VISIT
Why should I visit
Dekoruma store?
Different offers each day -
Monday to Sunday has
always a reason to visit.
Embrace “Pojok Obral” -
promotes the “new” product
thru third-party accounts
which focus on disc/promo.

18. Birthday campaign
idea
Creative plan
Strategy
KPI
Execution plan

19. DEKORUMA
CREATORS
STUDIO
Content competition at
Dekoruma store.
Invite all kinds of content
creators to be creative inside
the Dekoruma Experience
Store.
Social media - Experience store

20. DEKORUMA
CREATORS
STUDIO
The goals
To make the public perceive
the Dekoruma store as
something out of the movie
(studio), which people might
dream of yet reachable to be
visited, even owned.
Social media - Experience store

21. THE
BIG
PLAN
Invite well-known
content creator
to support
1
Adjust the store
with the content
creator needs
2
Open public the
competition
3

22. INVITE
WELL
KNOWN
CREATOR
1. Content creators are
communal. They tend to follow
the trend. Thus, we need
someone respectable to define
this as new cool, telling us
what works and setting the
pace for the other creators.

23. 2. ADJUST
THE STORE
The need is based on the
discussion with the creator.
We might need to create
“sudut creator” to allow the
creator to feel safe and free to
be creative. The area can also
motivate other visitor to
create contents.

24. 3. OPEN
PUBLIC
With our content creator,
create a talk show or
workshop, then invite content
creator communities around
JABODETABEK. Meanwhile,
doing publication in our
in/outbound channel.

25. Number of
tagged
content
(submission).
Store visit
and duration.
Social reach
and
impression.
KEY
PERFORMANCE
INDICATOR

26. What do I know
about Japandi?

27. ZERO 🙃
KNOWLEDGE
But I did a quick
research on it

28. JAPANDI
(JAPANESE & SCANDINAVIAN)
Wabi Sabi Lagom
Getting enough
Embrace imperfection

29. HOW ABOUT THE
INSTAGRAM
USER?
More than half of
@AMALwoodworking
followers heard about
“Japandi”. Is there a
correlation?

30. HOW ABOUT THE
OTHERS?
A quick survey among
professionals shows less
than 25% of them know
“Japandi”.

31. Who is Dekoruma
audience based on
my POV?

32. 1
STEP TO
DEFINE
WHO IS
OUR
AUDIENCE
Identify critical benefits
for the user:
2
Targeting marketing
based on these variables:
What user problem to be solved
What user needs to be provided
What user desires to be fulfilled
Demography,
Sociography,

33. BENEFITS
FOR THE
USERS
User problem
Small spaces - Dekoruma offers
solutions for those who live in small
spaces or strive to live a simpler life
with less things.
1
User needs
Versatile goods - Through Japandi
philosophy, Dekoruma focused on a
functional and versatile design for
one or multi-purpose house needs.
2
User desires
Aesthetic yet affordable - “Lagom”,
or balanced, is a Scandinavian
philosophy applied to achieve the
best of all aspects of the prouct.
3

34. TARGET MARKET
Demography
65% woman
35% Man
35% of 25-34
30% of 35-44
15% of 45-54
Age group
Based on @AMALwoodworking follower demography, which has a similar interest in furnishing content.

35. TARGET MARKET
Sociography
Based on the World Bank’s data & Dekoruma’s sales data on Tokopedia
Middle & upper class
with monthly income
>6 Mill IDR,
who bought a
durable product on
average 1.4 Mill IDR.
Frequently spent
weekend for
entertainments,
with family using
their own car.
Love DIY, and try
to maximize a
product’s usage,
either with
recondition or
repair the product.
Have interest on
other culture and
willing to apply new
behavior within their
family.

36. Dekoruma as a
fashion brand

37. Dekoruma as
Fashion Brand
Driven by cultural
philosophy
High quality
product with
reasonable price
“Shun” means
“timing”
“Kino-bi” means
“trend”

38. How would I make
soft-sell content?

39. References #1
Tell a story. Create characters. Show problems and put the product
(promo) as the hero or at least in line with the story.

40. References #2
Create bait as the introduction to the key message.

41. SOFT-
SELLING
STRATEGY
Dont do promo
upfront.
1
Always use the
copywriting framework
(AIDA, PAS, etc).
2
Cover the visual
with something not
obvious.
3

42. THANK YOU
FOR A
CHANCE