Doki Doki Juice had three social channels with very different engagement profiles. The brief asked for a content strategy. The work behind it started with a clean read of where the brand was over- and under-indexing against its peers.
Doki Doki Juice is a Singapore wellness drink brand targeting women across life stages — pregnant mothers, working women, and grandmothers. The brief asked for an audit of their current social performance and a refined content strategy that could lift weaker channels without breaking what was already working.
I benchmarked Doki's engagement against industry averages by follower tier across all three platforms.
I then audited the existing content pillars — Real Women, Education, Trust — separating what landed (hands-on tutorials, recipes using their products, family-oriented imagery) from what didn't (busy product shots, content where Doki's branding was buried behind other products in the frame).
I recommended two new content pillars and three social tactics, each tied to a finding from the audit.
The influencer plan was segmented by audience rather than reach:
A strategy with no fashionable add-ons: every recommendation traced back to an audit finding, so the brand could execute it channel by channel — starting with the cheapest fix, to stop burying the product in the frame.
If I ran it again → I'd verify the platform benchmarks against a second source before anchoring targets to them, and pressure-test whether Facebook's lead came from the audience or just the format mix.