Lion Wings — Transforming a Legacy Brand into a Modern Digital Powerhouse

🎯 The Challenge

Lion Wings, one of Indonesia’s leading FMCG companies, needed a major digital transformation. Despite its strong offline presence, the corporate website was outdated—both in terms of design and user journey. Their digital assets lacked cohesion, their mobile site was under-optimized, and their social media channels didn’t reflect the company’s strong values or culture.

In short: a brand this powerful needed a digital presence to match.


💡 Our Strategic Solution

We conducted an in-depth audit of Lion Wings’ website performance, analytics, and digital footprint. Based on our findings, we proposed a holistic revamp of both their website and social media presence, centered on these key elements:

1. Website Audit & Redesign Recommendations

  • Reorganize sitemap for simplified navigation
  • Unify visual language across product pages
  • Eliminate unnecessary redirects that increased bounce rate
  • Improve career page UX for easier job application flow
  • Optimize mobile site speed and usability
  • Introduce CSR and corporate storytelling features

2. User Data & Behavioral Insight

  • Discovered that Career Page was the most visited section
  • Bounce rate reached 61.21%, above corporate standard
  • Session duration below average: 1:48 mins
  • Average load time: 9.38 seconds—needed major performance boost

3. Website Concept Development

We reimagined the Lion Wings website as:
🟡 A product hub (clear, categorized, multilingual)
🟢 A people brand (employee-centric stories & values)
🔵 A global entity (reflecting their worldwide presence and sustainability goals)


📱 Social Media Strategy

We proposed a content-driven approach across Facebook, Instagram, LinkedIn, and Twitter to position Lion Wings as:

  • A trusted family brand
  • A credible workplace
  • A socially responsible organization

Content Pillars:

  1. Brand & Product Buzz
  2. Employee & Career Insights
  3. Company Culture & Events
  4. Sustainability & CSR Highlights

Benchmarking:

We analyzed competitors like Nutrifood and Unilever Indonesia to extract best practices, noting the importance of:

  • Consistent brand voice across platforms
  • Highlighting corporate culture & health-based values
  • Leveraging mini-campaigns to engage talent & consumers alike

📈 Results & Value Delivered

✅ Actionable redesign strategy to modernize UX/UI
✅ Enhanced digital narrative aligned with brand’s heritage & innovation
✅ Data-backed insights for SEO, mobile optimization, and content hierarchy
✅ Clear roadmap for social media positioning across B2B, B2C, and B2E segments


📌 Key Insight

“A powerful brand isn’t enough—if the digital journey doesn’t reflect it, users will bounce. We helped Lion Wings bridge that gap.”


🧠 Services Summary

  • Benchmarking & Best Practice Analysis
  • Web Structure & Sitemap Strategy
  • UI/UX Conceptual Redesign
  • PageSpeed & Mobile Optimization Review
  • Social Media Strategic Planning
  • Content Calendar Development

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