Pucelle:
Repositioning a Local Brand into a Symbol of Modern Elegance
Role: Creative Strategist
Year: 2022 - 2023
The Challenge:
Elevating a Brand's Perception
Pucelle, a local Indonesian perfume brand under Paragon Group, was undergoing a major rebranding, including a complete overhaul of its product packaging. The core challenge was to shift the brand’s image from being perceived as "unsophisticated" to one that was elegant, premium, and classy. The goal was to strategically target and attract a new audience of productive, bold young women and become their fragrance of choice.
The Solution:
The Minimalist Bold Strategy
As the Creative Strategist, my solution focused on repositioning Pucelle as a brand that boosts confidence for daily life, rather than a symbol of luxury (which already too saturated). This was executed through a multi-faceted approach:
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Visual & Content Strategy:
I directed the team to create a minimalist yet bold visual identity through the selection of typography, photo styles, and talent. All content was crafted to be highly relatable to the daily lives of our target audience, often incorporating themes of woman empowerment and professional confidence.
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Team & Project Management:
I supervised the content, creative, and production teams from planning to posting. I also served as the day-to-day liaison with the client, ensuring clear communication and smooth project execution through a structured timeline.
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Campaigns & Engagement:
We launched various campaigns, from consistent monthly giveaways to large-scale collaborations with artists for major holidays, successfully driving sustained exposure and engagement.
Pucelle Instagram account performance.
55k+
Likes
300k+
Video Views
5k+
Followers
Social Media Contents:
(All content is the result of my team's hard work and creativity, including a content writer, a graphic designer, an art director, and a production team.)
Still Image . Video and Motion
Social Media Contents:
(All content is the result of my team's hard work and creativity, including a content writer, a graphic designer, an art director, and a production team.)
Still Image . Video and Motion
Pucelle Tik Tok account performance.
3k+
Followers
15k+
Engagements
750k+
Video Views
Top 10 Most Views Tik Tok Videos:
Pucelle Instagram Monthly Giveaway Performance
15
Giveways
2k+
Participants
Giveaways:
To drive audience engagement, our giveaway strategy focused on a simple participation mechanism and prizes that were
highly-coveted by our Gen Z audience.
The Impact:
Stable Growth and a Successful Rebrand
Our strategic efforts resulted in a highly successful rebranding journey for Pucelle:
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Pitching Success:
We not only won the initial one-year pitching project but were also retained for a second year.
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Audience Growth:
Pucelle saw stable and consistent growth across all key social media metrics, including followers, likes, comments, saves,
and shares.
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Brand Image Shift:
Most importantly, the brand's image successfully shifted to one that is now perceived as elegant and bold, effectively resonating with and capturing the new target audience of productive young women.