Koktail Thailand
Magazine
Editorial Brand Strategy
& Audience Growth
Koktail Magazine is a Thai lifestyle and culture media brand focusing on dining, nightlife, art, culture, and urban experiences for modern city audiences.
The role focused on strengthening the brand’s editorial identity and developing long-term content systems that aligned audience interests, platform behaviour, and commercial opportunities.
Brand & Content Strategy
Conducted competitor analysis and audience research to refine Koktail Magazine’s content direction and strengthen its long-term brand identity.
The strategy focused on defining clearer content pillars, improving editorial consistency, and developing scalable social storytelling systems across lifestyle, nightlife, dining, and cultural content.
Rather than treating social media as isolated content posts, the approach focused on building a connected editorial ecosystem between content planning, visual storytelling, publishing flow, and audience engagement
Koktail O’Clock
Content Pillar Development
Helped develop “Koktail O’Clock,” a nightlife
and bar-review content pillar designed
to strengthen Koktail’s positioning within
the city nightlife category.
The content direction combined editorial storytelling, lifestyle visuals, and audience-driven recommendations to create a scalable nightlife content series.
The project contributed to generating recurring commercial opportunities and produced over 50,000 THB monthly in continuing brand revenue.
Customer Journey
& Social-to-Website Strategy
Developed a clearer customer journey connecting social media platforms, Link in Bio systems, and website content destinations.
The strategy focused on improving audience flow between social storytelling and editorial website experiences, helping increase social-driven website traffic by more than 120% monthly.
This included:
-
content funnel planning
-
CTA structure
-
content sequencing
-
social caption strategy
-
editorial traffic routing
-
audience retention flow
Editorial Reports
& Strategic Planning
Produced monthly performance reports and strategic recommendations for both editorial and marketing teams.
The reports analysed
-
audience behaviour
-
content performance
-
platform trends
-
engagement patterns
-
traffic performance
-
campaign opportunities
This helped the brand make more informed decisions around content production, platform direction, and future campaign planning.