From Visuals to Growth: Driving Digital Transformation at PT Anugerah Familindo Lestari
While my foundation has always been deeply rooted in visual communication, my time at PT Anugerah Familindo Lestari (2018–2019) marked a pivotal evolution in my career. I initially joined the cosmetics and personal care company as a Graphic Designer, tasked with creating compelling visual assets for brands like Cultusia and Valenno across various media. However, seeing the untapped potential in their digital presence, I took the initiative to step beyond my job description. I wanted to see how far strong visuals, combined with a strategic digital approach, could drive real business growth.
I started by taking ownership of their digital channels, focusing heavily on organic growth and establishing a solid online foundation. I built the Cultusia website entirely from scratch, utilizing my web development skills to create a hub for the brand, and activated their SEO and blog to drive organic traffic. The results spoke for themselves: website visitors more than doubled, jumping from just under 5,000 in 2018 to over 10,000 by August 2019. Simultaneously, I managed the Cultusia Instagram account, successfully growing its community from a mere 72 followers to thousands of engaged followers organically.
To amplify our brand awareness, I led campaigns collaborating with external partners. I actively sought out and managed relationships with Korean influencers, beauty media outlets, and local content creators. One standout success was a collaboration with a YouTuber to review the Cultusia Pomade Hyper Color, which generated over 242,000 views and significant audience engagement. Combining these influencer strategies with targeted Meta Ads—which effectively tripled our Pomade sales during the campaign period—we dramatically expanded our reach.
Ultimately, these digital marketing initiatives and e-commerce strategies translated into measurable bottom-line success. On Lazada alone, our monthly revenue skyrocketed from Rp 28.4 million in July 2018 to over Rp 173.6 million by July 2019. Through a combination of strong design, active social media management, and strategic partnerships, my efforts helped drive the company's overall revenue growth to over 20% in 2018, maintaining a strong upward trajectory through the end of 2019.
While my foundation has always been deeply rooted in visual communication, my time at PT Anugerah Familindo Lestari (2018–2019) marked a pivotal evolution in my career. I initially joined the cosmetics and personal care company as a Graphic Designer, tasked with creating compelling visual assets for brands like Cultusia and Valenno across various media. However, seeing the untapped potential in their digital presence, I took the initiative to step beyond my job description. I wanted to see how far strong visuals, combined with a strategic digital approach, could drive real business growth.
I started by taking ownership of their digital channels, focusing heavily on organic growth and establishing a solid online foundation. I built the Cultusia website entirely from scratch, utilizing my web development skills to create a hub for the brand, and activated their SEO and blog to drive organic traffic. The results spoke for themselves: website visitors more than doubled, jumping from just under 5,000 in 2018 to over 10,000 by August 2019. Simultaneously, I managed the Cultusia Instagram account, successfully growing its community from a mere 72 followers to thousands of engaged followers organically.
To amplify our brand awareness, I led campaigns collaborating with external partners. I actively sought out and managed relationships with Korean influencers, beauty media outlets, and local content creators. One standout success was a collaboration with a YouTuber to review the Cultusia Pomade Hyper Color, which generated over 242,000 views and significant audience engagement. Combining these influencer strategies with targeted Meta Ads—which effectively tripled our Pomade sales during the campaign period—we dramatically expanded our reach.
Ultimately, these digital marketing initiatives and e-commerce strategies translated into measurable bottom-line success. On Lazada alone, our monthly revenue skyrocketed from Rp 28.4 million in July 2018 to over Rp 173.6 million by July 2019. Through a combination of strong design, active social media management, and strategic partnerships, my efforts helped drive the company's overall revenue growth to over 20% in 2018, maintaining a strong upward trajectory through the end of 2019.
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| Cultusia Website Development & SEO Optimization |
Cultusia website visitors (Organic Traffic / SEO)
Jan - Aug 2019: 10,148 visitors
Jan - Aug 2018: 4,992 visitors
Increased by 103.29% (Year-over-Year)
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| Social Media Management: Cultusia Instagram |
Cultusia Instagram followers (Organic)
Aug 2019: 2,366 followers
Jan 2018: 72 followers
Growth: +3,186%
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| YouTube Influencer Collaboration |
Product: Cultusia Pomade Hyper Color
Views: 242,936
Likes: 4,700
Comments: 1,907
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| Targeted Meta Ads Campaign |
Product: Cultusia Pomade Hyper Color
Reach: 88,331 targeted users
Engagement: 24,938 interactions
Result: Tripled e-commerce sales (from 65 pcs to 206 pcs) within a 36-day period
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| Influencer Marketing Collaboration |
Product: Cultusia Hair Creambath
Partner: South Korean Beauty Influencer (Han Yoo Ra)
Objective: Brand Awareness & Product Credibility
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| Key Opinion Leader (KOL) Partnership |
Product: Cultusia Hair Creambath
Partner: Beauty Doctor (Steffi Lunardy)
Objective: Brand Trust, Authority & High Engagement
Overall Digital Marketing Impact:
- Lazada Revenue: Grew significantly from IDR 28,414,200 (July 2018) to IDR 173,632,594 (July 2019).
- Total Company Revenue: Achieved a Year-over-Year (YoY) growth of over 20%.
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| Product Packaging & Social Media Asset Design |
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| Product Packaging & Social Media Asset Design |
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| Product Packaging & Social Media Asset Design |
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| Product Packaging & Social Media Asset Design |
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