01 / STRENGTH
Product universe
Fresh durian plus pancake, choux / mochi bread, ice cream, mille crepe, brownies, dessert box, and other durian-based products.
Lead + Strategy Handoff
Gunsas
Gunsas
Duren
Awareness-first digital marketing direction for a durian brand with a Puncak outlet, broad retail access, and a growing universe of durian-based products.
WARM
LEAD
HANDOFF
LEAD
HANDOFF
The brief in one view
Gunsas already has product variety, a physical destination, and retail distribution. The core issue is not lack of content, but an inconsistent posting rhythm and a fragmented brand story.
02 / STRENGTH
Multi-point access
Outlet Puncak as a destination, with additional availability across all TipTop branches and selected Total Buah branches.
03 / CURRENT GAP
Consistency + clarity
Posting may range from roughly 2-6 times weekly, but the account needs a repeatable system that builds views, followers, and a more unified perception.
CLIENT'S STATED GOALS
“More consistent posting, stronger views & followers, and a clearer digital marketing strategy.”
BUSINESS DIRECTION
- Push all products more evenly.
- Build outlet awareness for Puncak.
- Communicate retail availability.
- Use Ads and KOL when efficient.
More than fresh durian
Working positioning: Gunsas Duren as a complete durian brand that is easy to find - from the Puncak destination to retail shelves closer to the customer.
⛰️
Puncak Destination
Turn the outlet into a memorable stop for durian lovers visiting Puncak and Bogor.
Outlet experienceLocation content
🥞
Product Discovery
Balance fresh durian with processed products so Gunsas is not perceived as only a fruit seller.
Craving visualsProduct stories
📍
Retail Awareness
Regularly show that Gunsas products are accessible through TipTop and selected Total Buah branches.
Where to buyRetail proof
Organic = FoundationConsistency, positioning, product education, community presence.
Ads = Controlled ReachPush the strongest content to relevant areas and audiences.
KOL = TrustThird-party reviews and local relevance to accelerate discovery.
Suggested recurring content pillars
Durian Craving
Opening, texture, reaction, appetite appeal.
Opening, texture, reaction, appetite appeal.
Product Discovery
Processed products, use occasions, variety.
Processed products, use occasions, variety.
Education
Variety, taste profiles, how to choose.
Variety, taste profiles, how to choose.
Outlet + Retail
Destination, availability, purchase access.
Destination, availability, purchase access.
Social Proof
Customer reaction, loyal buyers, reviews.
Customer reaction, loyal buyers, reviews.
Conversion Content
Best sellers, bundles, purchase locations.
Best sellers, bundles, purchase locations.
Two offered routes
Full Flavor is the primary recommendation because the lead is open to Ads and KOL. Social Flavor remains the organic-only alternative.
Recommended
Full Flavor Marketing
Organic foundation, content production, paid ads management, and KOL management in one strategy.
Rp12,500,000 / month
Rp9M / month
6-month total: Rp54,000,000
Special promo value: Rp21,000,000
Quoted monthly scope
Brand FoundationVisual moodboard, content pillar strategy, profile makeover, marketplace visual guidelines.
Content Production12 Reels, 18 image contents, copywriting, 2 photo/video sessions monthly.
KOL SupportCandidate vetting, outreach, negotiation, briefing, and draft quality control.
Ads SupportMeta/TikTok management, ads creative creation, targeting, and A/B testing.
Separate client budget: ad spend and influencer / KOL talent fees are not included in the agency fee.
Organic Only
Social Flavor Marketing
Content strategy, production, posting, and account management without full Ads and KOL management.
Rp7,500,000 / month
Rp6.5M / month
6-month total: Rp39,000,000
Special promo value: Rp6,000,000
Quoted monthly scope
Brand FoundationVisual moodboard, content pillar strategy, profile makeover, marketplace visual guidelines.
Content Production12 Reels, 18 image contents, copywriting, 2 photo/video sessions monthly.
ManagementDaily posting & scheduling, community management / admin.
ReportingMonthly performance report.
Use this route only when the client chooses organic social media first and does not require integrated Ads + KOL management.
The proposed visual world
Three finished directions are included in the latest quotation. Click any artwork to enlarge.
Production note: The conversation initially mentioned four mockups, while the latest quotation attachment contains three. Treat the fourth direction as pending unless it exists outside the attached file.
Live support: keep it flexible
Third-party full live service
This option has already been explained to the lead and remains available if they return to a fully managed setup.
iPhone setupRp3.5M/ month
OBS systemRp5M/ month
What is included
- Daily report.
- Live host, rotated every two weeks.
- Weekly evaluation meeting.
- Live strategy.
- Studio setup and props.
- Holiday / off-day arrangement can be discussed.
With the full third-party option, the brand only needs to send product samples to the provider's office.
Current recommendation
Let Gunsas source the host directly.
Because Gunsas has already prepared its own live studio, hiring a host independently is likely more economical and flexible than using the full third-party service.
- Gunsas controls host schedule and cost.
- Existing studio setup is fully utilized.
- Social Sauce supports visual design required for live.
- Execution can be coordinated with the Social Sauce team.
Keep the full-service prices above as a fallback if the discussion moves back in that direction.
Where the lead stands
Done
Discovery complete
Goals, location, distribution, product balance, and openness to Ads/KOL are known.
Done
Quotation sent
Full Flavor recommended with Social Flavor as an alternative.
Done
Creative proof shared
Three visual mockups included in the updated quotation.
Current
Discussion / decision
Lead may clarify scope, live selling, or meeting format before approval.
Next
Approval -> contract -> first payment
Do not start full strategy development before the commercial step is confirmed.
After payment
Onboarding & brand alignment
Schedule the full strategy proposal, brand alignment, access, timeline, and production planning. Offline onboarding is acceptable.
MEETING POSITION
Initial discussion: online
For quotation and early scope discussion, direct the lead to an online meeting to keep the process efficient.
After deal: offline is fine
Offline meetings are possible for onboarding, outlet visits, production, or other execution needs once the cooperation proceeds.
Commercial sequence:
Quotation approval -> contract -> first payment -> onboarding meeting -> full strategy and brand alignment.
Quotation approval -> contract -> first payment -> onboarding meeting -> full strategy and brand alignment.
How the next team should continue
Keep the tone conversational and helpful. Do not turn every reply into another discovery questionnaire or a rigid sales pitch.
Use “tim” or “Tim Saos”
Never refer to Social Sauce as “aku” in lead replies.
Ask only closing-critical questions
A question should affect package fit, scope, pricing, timeline, decision-maker, budget, or the next commercial step.
Solution first, service second
Connect the lead's problem to a clear approach before naming the package that delivers it.
Do not over-meet
When enough information is available, send the quotation first to qualify fit and budget.
Sound curious, not administrative
Validate what the lead shares and explain the opportunity naturally, without reading out a brochure.
Move one step at a time
At this stage, the objective is approval or a specific commercial clarification - not additional operational discovery.
Recommended response logic for the next conversation
- Acknowledge the latest concern.
- Answer it directly and concisely.
- Relate the answer to the quoted solution where relevant.
- End with one clear next step: confirm package, clarify one commercial item, or proceed to contract.