Category: Strategic Communications 

In a market where local content compliance is increasingly critical, Allied Telesis Indonesia achieved a key breakthrough: certification under Indonesia's TKDN (Domestic Component Level) requirement -- a significant move to strengthen its position in public sector procurement and national digital infrastructure.

Lucid was engaged to craft and execute a communications strategy that would not only announce the milestone, but also enhance stakeholder perception and long-term credibility with government, enterprise, and tech communities.

Our work focused on clarity, credibility, and alignment with national priorities:

• Developed the core messaging and communications narrative
• Produced TKDN-compliant press release and media kit in Bahasa Indonesia and English
• Facilitated strategic interviews and thought-leadership content for key spokespersons
• Activated media relations across business, IT, and regulatory publications
• Supported visibility at the ground level for "TKDN Certified" stickers -- applied directly on Allied Telesis 18 hardware units distributed across Indonesia.  This tangible activation extended the message to procurement officers, partners, and customers -- reinforcing ATI's readiness and compliance from the moment the product is in hand.

The Results:

• Earned media coverage in 75 media outlets, including Kominfo-linked publication
• Strong resonance within B2G (Business-to-government) and B2B IT communities
• Helped ATI reposition itself as a local-aligned, globally trusted tech partner
• Created direct visibility touch-points via the TKDN sticker initiative across hardware channels

Category: Crisis & Reputation Management

In 2018, TikTok was abruptly banned in Indonesia over concerns about inappropriate content and lack of regulatory compliance. The decision triggered national headlines, digital uproar, and critical scrutiny from government bodies.

Lucid was engaged to manage the crisis, calm the noise, and help the platform reestablish trust with public and regulators. Working closely with both TikTok's leadership team and key Indonesian authorities, we crafted a fast, clear, and locally resonant strategy to navigate the issue and facilitate a safe return.

Our strategic actions included:

-  Aligning crisis messaging and narrative with public concern

-  Engaging government stakeholders to address regulatory needs

-  Supporting implementation of key compliance measures:                                                                      

• establishing local data servers                
• increasing Indonesian content curators                
• raising the platform's minimum user age              
• expanding local employment and operations

Through consistent communication and cultural intelligence, Lucid helped reposition TikTok as a platform committed to responsibility and adaptation -- not disruption. The ban was lifted within 10 days, marking a pivotal moment in TikTok's long-term growth in Indonesia.

Category: Startegic Communications and Event Planning & Management

As TikTok re-entered the Indonesian market following its temporary ban, Lucid created strategic communications and a milestone event that would reset the narrative, restore trust, and spotlight the platform's creative and educational potential.

The result: TikTok Gala 2018 -- a curated experience that brought together content creators, media, regulators, and key opinion leaders to celebrate TikTok's 1st anniversary as a video-based content platform where creativity meets positive impact. 

Lucid managed the event end-to-end -- from strategy and creative direction to on-ground execution and stakeholder management.  The gala featured curated video showcases, panel discussions, and live performances by local and global creators whose content focused on education, empowerment, and cultural relevance.

We shaped the event not just entertainment, but as a strategic statement:

• TikTok is home to inspiring, informative content
• Its creator community reflects the diversity and values of modern Indonesia
• The platform is actively investing in positive digital citizenship

The TikTok gala 2018 was widely covered by national and international media, received positive sentiments across digital platforms, and served as a pivotal point in Tiktok's reputation recovery -- and repositioning -- in Southeast Asia.

Key Outcomes:

• 80+ media attendees in TikTok Gala 2018 press conference
• 150+ attendees including government official, entertainment/lifestyle and top publications, key opinion leaders/celebrities, and top 100 global TikTok content creators
• 40M+ impressions across social media and press
• 90% positive sentiment in post-event coverage
• Media pick-up from major outlets including Kompas, Detik, Liputan6, The Jakarta Post, and more
• Strengthened TikTok's public image as a purpose-led, responsible platform