Story:
I had a Zoom meeting with the founder of Knock On Wood to discuss the strategy before heading down to Jakarta. Before that, I did my own research to understand what stands out about his bar.

The first thing I usually focus on before any brief is approaching the brand as a customer: why would I want to buy from them? With this in mind, I look for elements that make the brand stand out. In his case, it was the aged cocktail mixes—freshly made and stored in barrels. This became the main focus: how it feels to drink there, to gather, and to have fun at his place.

Reflections:
During the seven days spent there, together with the team from Knock On Wood, we created a wide range of content—from customer experiences and bartender stories to cocktail mixing, promotional pieces, and event highlights. By creating different video series, the team can continue producing content in the future, with or without me.

The main purpose of this approach is to make sure everyone knows what to do next, instead of just creating content for the sake of it. With clear categories and series, you get a better view of what to focus on and what’s missing.

For example:

The Customer Experience Series
We have only three videos left—let’s do more. But how can we do more if there are no customers? One idea is to show the team tidying up the place. This still reflects customer experience in an important way—showing how the team takes pride in preparing the space, making sure everything is ready for guests to sit back and relax.

The Bartender’s Story Series
We’ve done one—let’s do more with other bartenders. Or even better, let’s get customers to share their stories of how they discovered our place.

As you can see, building content in series gives you a clearer long-term direction for your brand. It also helps you see whether you have enough content in each category, motivating you to create more or find new ideas to strengthen the overall library.

Remember: don’t create content just for the sake of filling up your schedule. Think in terms of series, categories, and content libraries. This makes it much easier to stay motivated, strategic, and consistent.