🟢 STUDY CASE | Warung Tretans 1
164X ROAS + 71 New Customers – How Warung Tretans 34 Built Brand Love While Selling Sembako
The Story of Warung Tretans 34: From 1.6 Million IDR Ad Spend to 267 Million IDR Revenue—Acquiring 7 Out of 10 Buyers as First-Time Customers
What if your campaign could bring in 7 out of every 10 buyers as brand-new customers?
Most campaigns focus on immediate sales. But sustainable brand growth requires something more: new customer acquisition.
On Twindate 2.2 (February 2026), Warung Tretans 34—one of MEA's top FMCG creators—went live for Toko Makmur with a special Twindate theme.
The result?
• 164.31x ROAS on ad spend
• 267 Million IDR in gross revenue from just 1.62 Million IDR in ads
• 2,107 checkouts initiated —massive purchase intent
• 71.56% of buyers were NEW CUSTOMERS
• 31,790 live viewers engaged with FMCG products
• 84% of checkouts happened in the live environment
This wasn't just a sales campaign. This was a customer acquisition engine disguised as a live stream.
This is how we did it.
Summary Performance
Campaign Performance (Twindate 2.2 - February 2026)
Metric
Value
Ad Spend
1,627,378 IDR
Impressions
42,840
Clicks (Destination)
2,553
Product Page Views
3,242
Adds to Cart
171
Checkouts Initiated
2,107
Checkout Initiation Value
211,444,984,816 IDR
Purchases
179
Gross Revenue
267,401,955 IDR
ROAS
164.31%
Live Stream Performance
Metric
Total
Total GMV
314,642,880 IDR
Total Items Sold
321
Total Viewers
31,790
Total Views
42,130
Total Impressions
304,590
GMV per Hour
8.43 Million IDR
Impressions per Hour
8,160
Avg. Viewing Duration
1 minute 3 seconds
Tap-through Rate
2.88% → 15.88% (optimized)
LIVE CTR
32.42%
Order Rate (SKU Orders)
0.68% → 11.57% (optimized)
Views > 1 Minute
3,850
Comment Rate
1.97% → 75.92% (optimized)
Traffic Source Breakdown
Key Insight: For You Feed and Search together drove nearly 45% of GMV—a perfect balance of discovery and high-intent traffic.
Customer Acquisition Breakdown
Customer Type
Percentage
New Customers
71.56%
Existing Customers
23.85%
Lapsed Customers
4.59%
The bottom line: This campaign didn't just sell products—it built the brand's future customer base. 7 out of 10 buyers had never purchased from Toko Makmur before.
Top Performing Product
THE CHALLENGE
"How do you build a customer base, not just a sales spike?"
After multiple successful campaigns with Upin Ipin +62, Toko Makmur faced a new challenge:
1
The "Same Customer" Risk
With repeated campaigns, there's always a risk of selling to the same audience. Sustainable growth requires new customer acquisition.
2
The Creator Transition
Warung Tretans 34 is a different creator style than Upin Ipin +62. Different audience, different energy, different engagement patterns. Could they deliver similar results?
3
The Twindate 2.2 Crowd
February 2 was a major shopping event. Thousands of brands competing. Standing out required a unique angle.
4
FMCG Still Isn't Easy
Despite previous successes, the category remains challenging. Coffee, oil, sarden, kecap—these aren't impulse buys. They require trust, demonstration, and persuasion.
5
The Full-Funnel Gap
The data showed a massive drop: 2,107 checkouts initiated but only 179 purchases. Something was happening between checkout and purchase. We needed to diagnose and optimize.
The brand needed more than a sales campaign. They needed a customer acquisition system.
They needed Warung Tretans 34 + MEA optimization.
The MEA Campaign Lifecycle Applied to Customer Acquisition
We didn't just "run another live." We activated the MEA Campaign Lifecycle with a specific focus: acquiring new customers while maintaining strong ROAS.
🟢 Phase 1: Intelligence Gathering
Deep market, competitor, and audience analytics
Before the first ad ran, we analyzed:
The Creator: Warung Tretans 34
• Top FMCG creator in MEA's roster
• Known for: Authentic "warung" vibe, trusted recommendations, conversational style
• Audience: Broad reach across Java, strong in East Java and West Java
• Engagement style: Slower, more deliberate—builds trust through familiarity
The Moment: Twindate 2.2
• February 2 = double-date shopping event
• Consumers actively looking for deals
• Opportunity to capture new customers with compelling offers
The Product Mix
We curated products with:
• High trial potential (everyday essentials)
• Strong brand recognition (Kapal Api, Sunco, Bango)
• Bundle options for higher AOV
Key Insight: Kopi Kapal Api Mix was the hero product (96M GMV), but supporting products like Bango Kecap (4.2M GMV) and Minyak Sunco (16M GMV) provided category depth.
🟢 Phase 2: Strategic Declaration
We define the KPIs of victory—not just sales, but category leadership.
We set dual objectives:
We didn't just want sales. We wanted to build Toko Makmur's future customer base.
🟢 Phase 3: Surgical Deployment
Perfect creator mix, perfectly timed content waves, prime live slots.
The Creator: Warung Tretans 34
We deployed Warung Tretans 34 with a strategy tailored to their strengths:
• Opening: Warm, welcoming "warung" vibe—build familiarity
• Middle segments: Product demonstrations with trusted recommendations
• Closing: Urgency-driven offers for new customer acquisition
The Live Theme: "Twindate 2.2 Special at Warung Tretans"
The theme leveraged:
• The "2.2" double-date psychology
• Warung Tretans' trusted "neighborhood shop" persona
• "Special prices for new friends" messaging to encourage first-time purchases
The Live Scenario
Warung Tretans 34 structured the live into segments:
The Product Mix Strategy
Hero Products (High Volume)
96.9M GMV
BM SPC 2.2 Kopi Kapal Api Mix
57.3M GMV
MENARA Kapal Api Special Mix
16M GMV
MINYAK SUNCO 2 LITER X 6 PCS
24.7M GMV
NAZURA OKT Kapal Api Mix
Supporting Products (Category Depth)
• Bango Kecap Manis 700g — 4.2M GMV
• ABC Sarden — Various
• Bear Brand Susu — Trial size options
• Indomie — Traffic driver
Traffic Source Strategy
We optimized for:
• For You Feed: 24.76% GMV target (discovery)
• Search: 19.45% GMV target (high-intent)
• LIVE Preview: Maximize platform promotion
The Slot:
• Launch: Twindate 2.2 (February 2026)
• Peak hours optimized: Morning (coffee), lunch (cooking), evening (family decisions)
🟢 Phase 4: Active Dominance
Live optimization by our specialist team.
While Upin Ipin energized the audience on camera, our team worked the numbers in real-time:
Real-Time Ad Optimization
The Checkout Gap Analysis
We identified a critical insight: 2,107 checkouts initiated vs. 179 purchases.
This suggested:
• Potential friction in checkout process
• Payment method issues
• Abandoned carts due to shipping costs or other factors
Optimization Actions Taken During Live:
• Highlighted payment options (including COD)
• Emphasized shipping promotions
• Added urgency messaging ("Stock limited", "Price ends soon")
• Pinned products with highest checkout rates
Live Engagement Optimization
We monitored the dashboard second-by-second:
Traffic Source Optimization
We tracked performance by channel in real-time:
Customer Acquisition Focus
We specifically tracked new customer acquisition:
This confirmed: the campaign was successfully expanding Toko Makmur's customer base.
🟢 Phase 5: After-Action Ascendancy
Documentation of new benchmarks set for your brand.
Post-campaign, we documented every insight:
What Worked:
📌 New customer acquisition (71.56%) exceeded all expectations
📌 Warung Tretans 34's authentic style built trust with new audiences
📌 For You Feed + Search balance created full-funnel efficiency
📌 2,107 checkouts showed massive purchase inte
📌 LIVE CTR of 32.42% proved content engagement
📌 Real-time optimization improved tap-through rate by 13 percentage poin
What What We Learned (Critical Insight):
The gap between checkouts initiated (2,107) and purchases (179) needs attention. Potential causes:
📌 Checkout flow optimization needed
📌 Payment method friction (COD availability, digital payment options)
📌 Shipping cost sensitivity
📌 Cart abandonment recovery opportunities
This insight alone is worth millions in future optimization.
New Benchmarks Set:
THE RESULTS
By the Numbers: What Actually Happened
Campaign Performance (Twindate 2.2)
Live Stream Performance
Traffic Source Breakdown
Customer Acquisition Breakdown
Top Performing Products
THE KEY INSIGHTS
What Made This Campaign Win
1. New Customer Acquisition at Scale
71.56% new customers is the standout metric. This campaign didn't just sell—it built the brand's future. For brands focused on long-term growth, this is more valuable than raw ROAS.
2. Warung Tretans 34's Authenticity
The "warung" vibe created trust with new audiences. Viewers felt they were buying from a trusted neighborhood shop, not a faceless brand.
3. Massive Purchase Intent
2,107 checkouts initiated with a value of 211 Billion IDR shows incredible intent. The gap to purchase (179) is a fixable optimization—not a failure of interest.
4. Full-Funnel Traffic Balance
📌 For You Feed (24.76% GMV): Discovery brought new audiences
📌 Search (19.45% GMV): High-intent buyers converted
📌 LIVE Preview (17.88% GMV): Platform recognized quality
5. Real-Time Optimization Worked
• Tap-through rate improved from 2.88% → 15.88%
• Order rate improved from 0.68% → 11.57%
• Comment rate improved from 1.97% → 75.92%
6. Efficiency Remains Strong
• CPC: ~637 IDR
• CTR: 5.96%
• ROAS: 164.31%
7. The Checkout Gap = Future Opportunity
The biggest insight: 2,107 checkouts vs. 179 purchases means massive revenue left on the table. Fixing this friction could 10x the campaign's results.
If Warung Tretans 34 Can Deliver 71% New Customers While Selling Sembako, Imagine What the Right Creator Can Do for Your Brand
This campaign proved that live commerce isn't just for immediate sales—it's a customer acquisition engine.
The MEA system delivers:
✅ Immediate revenue (164% ROAS)
✅ Future customer base (71% new buyers)
✅ Massive intent signals (2,107 checkouts)
✅ Optimization insights (the checkout gap)
✅ Full-funnel traffic (discovery + search)
✅ Creator authenticity that builds trust
Your brand could be next.
Ready to Build Your Customer Base While Generating Strong ROAS?
Warung Tretans 34 is exclusive to MEA campaigns. Their unique "warung" style delivers:
• Trust with new audiences
• Consistent engagement
• Strong new customer acquisition
The next sales moment is coming. Whether it's:
• Ramadan
• Another double-date event
• A new product launch
• Or just a regular day
MEA can architect your success.
Here's what happens when you partner with us:
✅ We analyze your market—find your hero products and best-fit creators
✅ We deploy the right talent—including Warung Tretans 34 and other top creators
✅ We craft the live narrative—turning "boring" into "must-buy"
✅ We optimize in real-time—because every minute matters
✅ We diagnose gaps—like the checkout-to-purchase friction
✅ We document the benchmarks—so your next campaign performs even better
Don't let another sales moment pass you by.
Contact MEA Today
APPENDIX
Complete Performance Data
