← All work · Case 03
Dupli Dining & Lounge
A new venue with social accounts, no content system, no website worth sending traffic to, and no measurement.
The decision
Build the infrastructure before spending on ads. A dated content calendar with defined pillars, the website built and launched, then GA4, Meta Pixel and Google Tag Manager wired up so traffic could be attributed. Paid social came after that, not before.
On a four-month engagement with a small budget, the temptation is to start spending in week one so there's something to report. Spending first would have produced numbers nobody could act on. The calendar and the tracking outlasted me; the campaigns wouldn't have.
On the percentages
Reach rose 305%, engagement 159%, and new active website users 573%.
Those are real, and I'd rather explain them than lead with them. The site launched during the engagement, so the prior-period baseline was close to zero, which makes for a large percentage on a small base. The venue was new and the budget was Rp4–5M a month.
What I'd stand behind from this project is the sequencing decision, not the growth multiples.
Content calendar with content type, pillar and status per row. It kept a consistent cadence running after the engagement ended.