I am one of the founders of Kalli Marshall Agency (now on hiatus), and I did this work there as social media specialist.
By Made Mahardika, founder of Sreative.
Beauty, wellness & fashion retail — Uluwatu
OURS Spa & Boutique
Fifty-two thousand followers, and not one of them the point.
OURS Spa & Boutique is a nail and beauty spa with a fashion and jewellery boutique attached, on the same Uluwatu strip as Tabu and Papa's Deli and under the same ownership. It arrived at this engagement with an audience already built — roughly 52,000 people — which changes the job entirely.
An account that size does not grow its way to a result. It plateaus, and the only honest question left is whether the people already following it are still paying attention. So the work was measured on reach and creator activity instead, and the follower count was left to sit exactly where a mature account sits.
The account that isn't supposed to grow
OURS Spa came into this window with about 52,000 followers already. At that size the follower count is not a lever — it plateaus, and any month it moves more than a rounding error, something has gone wrong rather than right. Across four months it sat inside a 1% band. Campaign reach over the same four months moved by 3.1×. One of those two lines is the job.
- Followers — flat within 1%
- Campaign reach — 3.1× between its lowest and highest month
Four months, written down
Followers, the month's content-creator and ambassador reach, and how many people were engaged to produce it.
| Month | Followers | People | What happened |
|---|---|---|---|
| Aug '24 | 52.5K | 6 | 203K reach — Six creators hosted; a full month of spa and boutique UGC shot. |
| Sep '24 | 52.4K | 11 | 630K reach — Eleven influencers, models and ambassadors; Girls Club proposed for October. |
| Oct '24 | 52.0K | 11 | 361K reach — Girls Club executed — 20 influencers locked, 13 attending. |
| Nov '24 | 52.3K | 5 | 320K reach — Four new brand ambassadors incl. the PUSS PUSS jewellery partnership. |
Scroll sideways to see the whole table.
33 influencers, models and ambassadors across the window; cumulative 2024 creator reach passed 1.19M+. Transcribed from the Kalli Marshall Agency monthly reports. The reports' own month-on-month percentages disagree with their own follower column, so the percentages quoted here are recomputed from the numbers above.
Three tracks, running in parallel, every month
Holding attention at this size is a volume problem, not a creative one. So the programme was split into tracks that refill at different speeds and never compete for the same slot in the calendar.
Influencer visits
One-off creator bookings — a treatment, a boutique pull, tagged content the same week. The volume track: enough of them each month to keep new faces in the grid.
Model engagements
Booked shoots rather than visits, run for the content library instead of the creator's own audience. This is where the campaign imagery comes from.
Standing ambassadors
A roster on an ongoing arrangement, including a commercial jewellery partnership with PUSS PUSS. The compounding track — the same faces, repeatedly, until they read as the brand rather than as a guest.
UGC monitoring
Tracking and re-sharing organic customer tags every month, which at 52K followers is a real inbound stream and the cheapest content on the calendar.
OURS Girls Club
The signature format, and the most efficient thing in this whole portfolio: one evening that pays four accounts. Guests move between the venues over the course of the night — a treatment here, shopping there, food and drinks next door — and every brand gets tagged content from every guest. 20 influencers locked for the October edition, 13 attended, and Everyday Weekend sponsored it, seeding cans directly into the pedicure stations.
One evening, four accounts
OURS Spa is one of four venues under the same ownership in Uluwatu, all managed together. Planning them as a group is what makes an evening like Girls Club worth running: one guest list produces tagged content for every brand in the group at once, instead of four separate campaigns chasing the same creators.
- OURS Spa
- Tabu Supperclub
- Papa's Deli
- OURS Home
The seltzer that sponsored the October edition has its own page too —
Four numbers that describe the window
The honest set. There is no follower-growth headline here, because there wasn't one to report.
- ~52Kfollowers, held across the window
- 33influencers, models & ambassadors engaged
- 1.19M+cumulative creator reach in 2024
- 4sibling brands cross-promoted from one venue
Flat is not the same as still.
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