Tsukamie Noodle Bar

Located in Bandung, famous for serving Asian fusion noodles that combine the distinctive flavors of Japanese, Chinese, and Indonesian cuisine in one place.

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Tsukamie Noodle Bar

Brand Activation and Social Media Revamp

Scope of Work

Customer Research, Social Media Management, KOL Management, Video Production, Graphic Design
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The Tools

CapCut, Adobe Illustrator, Canva, Meta Business Suite, Tiktok, Webflow
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My Role

Digital Marketing (Internship)

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Overview

When I joined Tsukamie Noodle Bar, their digital presence was stagnant. TikTok had been inactive for a month, and Instagram engagement was flat. My task was analyzing 1,000+ customer data points to redefine our content pillars and build content system. Within 3 months, we drove +247K TikTok impressions, revitalized Instagram engagement, and managed 20+ local influencers weekly through a systemized content strategy.

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The Challenge

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[01]

Platform Inactivity

TikTok account had been inactive formonth, while Instagram suffered from stagnant reach and low engagement .

[02]

No Structure

There were no established content pillars or a consistent content calendar, making the posting schedule irregular .

[03]

Audience Disconnect

The existing content formats were outdated and did not align with current F &B social media trends.

[04]

Low Visibility

Average views were consistently below 1K, failing to activate the existing audience or attract new customers .

The Solution

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Data-Driven Content System

We shifted the strategy from generic hard-selling to a community-focused approach, establishing key content pillars and weekly calendar covering TikTok and Instagram. This eliminated inactive periods, created predictability for the audience, and gave the brand a sustainable posting system.

Audience‑Aligned Storytelling

We moved away from static images to dynamic, short-form video storytelling. I developed specific moodboards and shotlists to align every visual with the brand identity. We focused on high-performing formats like POV shots, ambience reels, and trend-following contents, ensuring every post had a strong hook to stop the scroll.

Influencer and Partnership Activation

I managed 20+ micro‑influencer collaborations weekly, providing creative briefs aligned with the “Fusion Noodle” identity. Beyond influencers, I coordinated cross‑industry partnerships (Wardah Beauty, AIESEC, pop‑ups) to expand reach, attract new demographics, and position Tsukamie as part of a broader lifestyle ecosystem.

Performance Optimization

We tracked weekly results with TikTok Analytics and Instagram Insights, recording data in Sheets. Used metrics to refine calendars, cut low‑impact formats, and double down on high‑performing content to make sure growth was data‑driven, not guesswork.

Selected Works

Watch on TikTok

Performance

162,3K

Total Views

+441%

Engagement Rate

4,46K

Likes

Comments

2.73K

3.56K

Saves

Key Insight

Analytics revealed a significant spike in engagement for this video, that signals intent to visit. This insight validated the strategy to double down on staff-driven personality content.

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Watch on TikTok

Performance

15,3K

Total Views

+441%

Engagement Rate

254

Likes

Comments

Saves

Key Insight

We leveraged this insight by scheduling these posts on Thursdays and Fridays, strategically targeting the audience 's weekend planning window to maximize foot traffic conversion.

Watch on TikTok

Performance

16,7K

Total Views

+1,23%

Engagement Rate

196

Likes

Comments

Saves

Key Insight

The video successfully triggered the algorithm for Reach (16.7k views), likely due to the trending audio or format. However, the content suffered from Passive Consumption . The specific "fail "moment (pouring the broth) was not provocative or obvious enough to trigger comment or debate it.

Pricing

Pricing

Overview

Expanding brand awareness by collaborating with Wardah Beauty on an exclusive make-up class, combining lifestyle (food) and beauty to connect with young female audiences.

Results:

Event attracted 10+ participants (Sold Out).

Generated 10K+ impressions.

Strengthened brand positioning as a lifestyle ecosystem, not just an F &B brand.

Overview

Expand brand awareness by collaborating with Wardah Beauty on an exclusive make-up class, combining lifestyle (food) and beauty to connect with young female audiences.

Results:

Generated 5K+ impressions (Stories and Post).

Established long-term partnership potential for future campus activations.

Overview

Expanding brand awareness by collaborating with Wardah Beauty on an exclusive make-up class, combining lifestyle (food) and beauty to connect with young female audiences.

Results:

Event attracted 10+ participants (Sold Out).

Generated 10K+ impressions.

Strengthened brand positioning as a lifestyle ecosystem, not just an F &B brand.

The Impact

What I learned from this internship

During my semester break in Year 2, I randomly applied for an internship around Bandung just to fill my time. That’s how I ended up at Tsukamie and honestly, it changed how I see marketing. I finally got to apply everything I’d learned in class, but in a real business setting where every idea, every post, and every decision actually mattered.
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It was my first time working with a team, talking directly with a business owner, and handling social media that needed real results. I’m genuinely grateful for the chance to contribute, because Tsukamie became the place where I slowly started building real experience where my confidence finally began to grow.

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