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.
- 45pieces published
- 73frames shot & edited
- 8months, unbroken
Supper club & nightclub — Uluwatu
Tabu Bali
Dinner from five. Dancing until four.
Tabu is two venues sharing one name: a Mexican–Japanese supper club that fills from five, and MOYO, the club night that takes the same room over after dinner. Weekends run 5pm to 4am. The feed had to sell both without splitting in half.
So I ran it as one continuous night — fire and knifework early, cocktails through happy hour, the floor after midnight — and let the room's own darkness do the work instead of lighting it away.
The palette was never a choice. It was the room.
That band is every one of the 73 frames, each averaged down to a single colour and ordered by hue. 66 of them land somewhere between red and amber; 52 sit below a quarter brightness. A feed that fought that would have been selling a different restaurant.
Not just a supperclub.
The house, before anyone sits down. Menus, laid tables, the garden at dusk — the frames that answer what kind of place this is before anyone looks at the food.
Where cuisine meets fire.
Everything that touches the grill: Mexican technique, Japanese precision, and a charcoal wall that photographs like a light source. Half the menu is cooked in plain sight, so half the feed was too.
Sip to the rhythm of the night.
Happy hour ran from five, every day. The bar carried the weekday calendar — one drink, shot properly, put out often enough that five o'clock became a habit.
Then the dancing takes over.
Same walls, same night, no cutlery. This is the half of the brand most restaurant feeds would quietly hide — it got its own place in the grid instead.
Fourteen months, and not one of them down
Kalli Marshall Agency held this account continuously from Nov 2023 — Dec 2024 and took it from 9,100 followers to 15,100 — a net 6,000, up 66%, with every single month higher than the one before it. That last part is the unusual bit: nightlife accounts spike and give it back. This one never gave any of it back.
Nov '23 9,100Dec '24 15,100
This is the whole engagement, not a personal scoreboard: it begins more than a year before the earliest frame on this page. I worked the account as its social media specialist inside that window, and the 45 posts above are my own archive, July 2024 to February 2025.
Month by month
Followers, organic content volume, and what actually happened. Content volume is only recorded for 8 of the 14 months; where it is, it runs from 163 to 333 pieces in a month.
| Month | Followers | Pieces | What happened |
|---|---|---|---|
| Nov '23 | 9,100 | — | Account management taken over; reach up 15.4% in the first month. |
| Dec '23 | 10,241 | 333 | Creator dinner for eight and Christmas gifting — 291.7K combined reach. |
| Jan '24 | 10,801 | 184 | Scheduling moved to Hootsuite; three creator visits, 288.7K reach. |
| Feb '24 | 11,200 | 163 | Two creator visits, 123.2K reach; giveaway reach 19.8K. |
| Mar '24 | 11,500 | 169 | Six creators hosted for 2.47M combined reach — the year's biggest spike. |
| Apr '24 | 12,100 | 188 | Organic reach +138%; message conversion +162.5%. |
| May '24 | 12,500 | 193 | Supported the Papa's Deli opening; two creators, 261K reach. |
| Jun '24 | 13,200 | 274 | Highest content volume of the year; three creators hosted. |
| Jul '24 | 13,500 | 204 | F&B photo and video shoot produced for the August relaunch. |
| Aug '24 | 13,800 | — | Independence Day gifting: 18 creators, 803K reach; ads reach 204.8K. |
| Sep '24 | 14,100 | — | Cumulative to date: 55 influencers, 170 pieces, 4M+ reach. |
| Oct '24 | 14,400 | — | 16 influencers engaged this month; 590.8K reach. |
| Nov '24 | 14,700 | — | Four creators hosted; 1.57M combined engagement reach. |
| Dec '24 | 15,100 | — | Three creators hosted; 340K engagement; a steady 400 net new followers. |
Scroll sideways to see the whole table.
Transcribed from the Kalli Marshall Agency growth report for this engagement. Cumulatively the account hosted 100+ influencers and content creators for 10M+ campaign reach across the fourteen months.
And a paid layer on top of it
Organic first, then a monthly boosted campaign budgeted per ad set and tracked separately, so paid spend could be judged on its own efficiency instead of hiding inside the organic numbers.
| Month | Reach | Spend | Campaign |
|---|---|---|---|
| Mar '24 | ~250K | Rp 7.5M | Venue, F&B and Escape event promotion across five concurrent ad sets. |
| Apr '24 | ~256K | ~Rp 10M | Spend scaled as retargeting audiences matured; clicks up 3–5× on March. |
| Jun '24 | ~209K | ~Rp 9M | Special-event ads (Alex Hayes, June Escape) drove the strongest CTR of H1. |
| Aug '24 | 204.8K | — | Full-funnel ads supporting the Independence Day activation. |
Scroll sideways to see the whole table.
Reach figures as reported per campaign; a dash means the report gives reach without a spend figure.
Four rules the whole account was built on
Shoot the room's own light
No lifting the shadows, no daylight-balanced fix. Every frame keeps the ember and the red spill it was lit by, because that is what walking in actually looks like.
One subject, held still
A single nigiri on black glass, one cocktail on marble, one steak on the board. The dishes are photographed the way jewellery is — isolated, mirrored, nothing competing.
Let the club look like a club
Grain, motion, neon blowing out to pure red. The nightlife frames were never cleaned up to match the food; the contrast between the two is the brand.
Follow the service week
Happy hour from five, half-price sushi on Thursday and Sunday, taco Tuesday, the club on Wednesday. The calendar wasn't invented for the feed — it was the venue's, and the feed kept its time.
And what the darkness did:
- 485,804impressions · +43.3%
- 223,847accounts reached · +67.4%
One Instagram reporting period, straight from the analytics.
Darkness, made legible.
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