At Gojek, one of the biggest challenges was encouraging consumers to shift from the familiar habit of buying takeaway food to ordering meals from home through their phones. As a decacorn valued at around US$10 billion at the time, Gojek was building a new everyday habit around its super app, with GoFood connecting consumers with restaurants and cafés through on-demand food delivery. My work as the Marketing Manager focused on GoFood’s dual audience: B2B restaurant and café merchants, and B2C consumers looking for convenient food delivery with Hungry but Lazy campaign. One of the initiatives I developed was a Merchant Stories video series, featuring high-performing GoFood merchants and rewarding their success while showing other merchants how they could grow their business and attract more B2B customers through GoFood. The series helped turn successful merchant experiences into relatable stories, making the platform feel more tangible to both existing and potential GoFood partners.