A Social-First Growth Strategy for Woodka

About Woodka

Woodka is an Indonesian lifestyle brand in the watch industry, focused on colorful, sustainable, and customizable wooden watches, made from recycled wood and handcrafted by local artisans. Its audience skews toward fashion-conscious millennials who value sustainability, self-expression, and authentic local brands.

The Objective

Woodka's biggest opportunity was not simply selling watches, but becoming part of its audience's everyday self-expression. The goal was to reposition the brand's social presence away from catalog-style selling and toward lifestyle storytelling, and to build a repeatable content and campaign strategy that grows engagement, consideration, and saves.

The Result

Atalia Kirei A. produced a full social media strategy for Woodka, working from research through to a ready-to-run campaign.

She began with research and analysis: a historical content-performance audit, two audience personas (The Expressive Minimalist and The Intentional Gift Buyer), and a competitor teardown across direct players (garvinoes_id, palanusantara, maja.watch) and indirect ones (Daniel Wellington, Eiger Women, Buttonscarves). This identified Woodka’s opening to own “expressive, colorful, lifestyle” territory rather than craftsmanship alone.

From the audit she built a strategy anchored on a campaign concept, “Mix Your Time,” celebrating self-expression through mix-and-match straps, sustainability, and Indonesian craftsmanship. It included a campaign funnel, a four-week content timeline, three content pillars (Fashion and Styling 40%, Lifestyle and Entertainment 35%, Sustainability and Craftsmanship 25%), detailed content briefs for Reels and carousels, and success metrics across awareness, engagement, conversion, and advocacy.

You can explore the full strategy in Atalia’s project deck.