Content Marketing: Playlog

Over the past 6 months (Q4 2025 - Q1 2026), I’ve been actively engaged as Business and People Growth Partner with a tech company (startup) di Indonesia yang relatively sukses soalnya bertahan dari 2017 sampai sekarang 2026, and highly profitable! Called: StickEarn.

Been working closely with the founders Archie and Garry + the team buat rethink strategi B2B marketing to push the branding dari salah satu brand tech product yang di-develop di sini called: Playlog.

Sebenernya they’ve been creating data-driven research called “Playlog Insights” dari lama, tapi when I joined and discussed with the team, ada beberapa hal yang I see we can do better to make this content punya business impact yang lebih gede. 💪 

So long story short, akhirnya I joined and started revamping this “Playlog Insights”.

What is Playlog Insights?

[For Now] Ini adalah data-driven content soal Billboard Advertising di Indonesia.

I learned that ternyata banyak brands di Indonesia itu spend single digit buat OOH (Out of Home) karena salah satu pain points-nya adalah ga bisa do data-driven planning, monitoring, and reporting.

So Playlog is here to solve that.

From this data, me and the team created an updated version dari Playlog Insights to make it 10X better! 💪

Kita udah published 2 new Playlog Insights so far:

#1 Indonesia Beauty Brands Billboard Advertising Index 2025 💄 

#2 Billboard Advertising Rewind Indonesia 2025 ⌛️ 

Business Impact-nya Gimana?

1. Generated 340+ Marketing Qualified Leads organically across two data-driven content releases.

2. Reached 300+ unique companies in under 5 months, with zero paid distribution.

3. Built a direct audience of OOH media buyers and agency planners, the exact people who control billboard ad budgets.

4. Converted in-house brand and FMCG teams into Playlog readers, nearly doubling that segment from one report to the next.

5. Secured consistent C-suite readership, roughly 1 in 6 downloaders is a Founder, CEO, or Director.

6. Last but not least, secured free publications from top tier online media in Indonesia such as: Marketeers, Campaign Asia, and Tempo.

More detailed kalau kita cek per-Playlog Insights:

#1 Beauty Brands

#2 Billboard Adversiting Rewind

Gimana Cara Replicate This Strategy?

1. “What Do We Want People Know Us For?”: Awal-awal we need to be clear kita mau dilihat as brand yang kaya gimana sama our target customers? Expertise kita mau di area apa?

2. Data Exploration: To make similar content kaya gini, ideally ada data internal. Tapi kalaupun ga ada, as long as kita creative enough, banyak external data yang bisa dijahit and dijadiin cerita yang menarik. See my past work di iPrice and also RevoU.

3. Learn Simple Data Visualization: More data ≠ More Insights. So be very critical waktu kita milih what data we want to put in our infographic. Sering-sering explore interesting data-viz. Ini ada beberapa source menarik: Visual Capitalist and Information is Beautiful.

That’s all! Semangat semangat yang mau coba A-T-M! 🫡 

Untuk yang currently jadi or dalam perjalanan menjadi people manager, ada berita baik! 🎉 

I just launched a new book judulnya “The Slow Leadership” 🍃 

Isinya lots of practical and insightful panduan jadi People Manager and Leader yang bener! 💪 

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