🟢 STUDY CASE | Toko Makmur 3
2,048x ROI with Upin Ipin +62 – The Highest-Returning FMCG Live Commerce Campaign in MEA History
The Story of Toko Makmur: From 2.7 Million IDR Ad Spend to 5.6 Billion IDR Revenue—A Record-Breaking Twindate 2.2 Performance
What if 2.7 Million IDR could return 5.6 Billion IDR in a single day?
That's not a typo. That's not a rounding error.
That's 2,048.96x ROI.
On February 2, 2026—Twindate 2.2—Upin Ipin +62, the Top Rising TikTok FMCG Creator 2025, went live mega Showcase in TikTok with a special theme tied to the "2.2" shopping moment.
The result?
• 2,048.96x ROI—the highest in this entire case study series
• 5.6 Billion IDR in gross revenue from just 2.7 Million IDR in ad spend
• 3,583 SKU orders directly attributed to ads
• 42,493 live viewers driven by ads
• 19,150+ items sold during the live
• 84.85% LIVE Click-Through Rate—unprecedented engagement
This wasn't just a campaign. This was a record-breaking performance that sets a new bar for what's possible in FMCG live commerce.
This is how we did it.
Summary Performance
Campaign Performance (February 2, 2026 - Twindate 2.2)
Metric
Value
Ad Spend
2,747,687 IDR
SKU Orders (from Ads)
3,583
LIVE Views (from Ads)
42,493
Gross Revenue (from Ads)
5,629,905,816 IDR
ROI
2,048.96x
Target ROI
20.00x
Performance vs. Target
10,244x of target achieved
Live Stream Performance
Metric
Total
Total Items Sold
19,150
Total Views
202,010
GMV per Hour
687.51 Million IDR
Impressions per Hour
117,800
LIVE Click-Through Rate (CTR)
84.85%
Tap-through Rate (via Live Links)
3.24%
Avg. Viewing Duration
1 minute
Order Rate (SKU Orders)
5.08%
Views > 1 Minute
68,520
Ads Cost (Est.)
50.42 Million IDR
Traffic Source Breakdown
Key Insight: For You Feed dominated discovery (74% of views), while Search drove high-intent buyers (20% of GMV). Perfect full-funnel balance.
Top Performing Product
The bottom line: A single coffee product—promoted by Upin Ipin +62 on Twindate 2.2—generated nearly 19 Billion IDR in revenue. That's the power of the right creator + the right moment + the MEA system.
THE CHALLENGE
"How do you break every record when expectations are already sky-high?"
After the January 25 success (928% ROI), the bar was already high. For Twindate 2.2, the challenges were even greater:
1
The "Sequel" Pressure
The January campaign had set a 928% ROI benchmark. Could we beat it? Could we deliver even more? The pressure was immense.
2
The 2.2 Moment
Twindate (2.2) is a major shopping event, but it's also crowded. Thousands of brands compete for attention. Standing out requires something special.
3
FMCG Still Isn't "Sexy"
Despite previous successes, the category remains challenging. Coffee, oil, sugar—these aren't impulse buys. They require trust, urgency, and persuasion.
4
The Scale Expectation
After 24,000+ items sold in January, the expectation was to match or exceed that volume. Inventory planning, logistics, and ad strategy all had to scale.
5
The Creator Spotlight
Upin Ipin +62 was now a proven star. But with fame comes expectation. The live had to be bigger, better, and more engaging than before.
The brand needed more than a repeat. They needed a record-breaker.
They needed the MEA system operating at peak performance.
The MEA Campaign Lifecycle Applied to Twindate 2.2
We didn't just "run another live." We activated the MEA Campaign Lifecycle with learnings from January 25 baked into every decision.
🟢 Phase 1: Intelligence Gathering
Deep market, competitor, and audience analytics
Before the first ad ran, we analyzed:
The Moment: Twindate 2.2
• February 2 is a "double date" shopping event—consumers expect deals
• Post-payday timing (many households still have disposable income)
• Pre-Ramadan preparation continues (stock-up psychology remains strong)
The Creator: Upin Ipin +62
• Post-January 25, their authority was cemented
• Audience trust: Now at all-time high
• Engagement patterns: Peak performance during morning and evening slots
The Product Mix (from January Learnings)
We analyzed the January 25 product performance data to identify:
Key Insight: Kopi Kapal Api was the undeniable hero. It would open the live and receive the most promotion.
🟢 Phase 2: Strategic Declaration
We define the KPIs of victory—not just sales, but category leadership.
We set aggressive goals—knowing we had to beat January:
We didn't just want to win. We wanted to shatter our own record.
🟢 Phase 3: Surgical Deployment
Perfect creator mix, perfectly timed content waves, prime live slots.
The Creator: Upin Ipin +62
We deployed Upin Ipin at their peak momentum. Post-January 25, their audience had grown, and trust was at an all-time high. The strategy:
• Opening segment: High energy, immediate hero product focus
• Middle segments: Mix of oil, sugar, condiments, and snacks
• Closing segment: Urgency-driven flash deals and countdowns
The Live Theme: "Twindate 2.2 Special"
The theme leveraged:
• The "2.2" double-date psychology (double discounts, double value)
• Pre-Ramadan stock-up messaging
• Urgency: "Once 2.2 is over, these prices are gone"
The Live Scenario
Upin Ipin structured the live into strategic segments:
The Product Mix Strategy
We curated products based on January performance:
Hero Products (High Volume, High Margin)
18.9B GMV
[UPIN IPIN] Kopi Kapal Api Special Mix (10 Karton)
413M GMV
MINYAK SUNCO 5 KARTON
1.14B GMV
MINYAK SUNCO 2 LITER X 6 PCS
583M GMV
NAZURA OKT - 10 Dus Kapal Api Mix
295M GMV
INDOCAFE COFFEEMIX 3IN1
Supporting Products (Category Fillers)
• Bango Kecap Manis 700g — 68M GMV
• NutriSari 160 Sachet — 19.5M GMV
• ABC Sarden — 20.9M GMV
• Bear Brand Susu — 23.9M GMV
• Antangin / Tolak Angin — Various
Traffic Source Strategy
We optimized for:
• For You Feed: 74% of views target (discovery)
• Search: 20%+ of GMV target (high-intent)
• LIVE Preview: Maximize platform promotion
The Slot:
• Launch: February 2, 2026 (more than 24 hour live)
• 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
We shifted budget toward:
• Segments with highest real-time "Add to Cart" activity
• Products with best margin performance
• Times when viewer count peaked
Live Engagement Optimization
We monitored the dashboard second-by-second:
Traffic Source Optimization
We tracked performance by channel in real-time:
Product-Level Optimization
We pinned and re-pinned products based on:
• Real-time sales velocity
• Inventory availability
• Margin performance
Top Performers During Live:
Audience Optimization
We tracked viewer demographics in real-time:
• Gender: 74% Female / 26% Non-followers (strong new audience reach)
• Top Regions: East Java (825), West Java (232), Banten (173), Jakarta (92), Central Java (5.76%)
• User Type: 74% Followers, 26% Non-followers—healthy mix of loyal + new
🟢 Phase 5: After-Action Ascendancy
Documentation of new benchmarks set for your brand.
Post-campaign, we documented every insight:
What Worked:
📌 Hero product anchoring (Kopi Kapal Api) drove the majority of GMV
📌 Twindate 2.2 theme resonated with deal-seeking shoppers
📌 For You Feed dominance (74%) proved content was highly engaging
📌 Search contribution (20% of GMV) showed strong brand recall
📌 84.85% LIVE CTR is unprecedented—viewers were highly motivated
📌 Cost per order of 767 IDR is among the most efficient ever recorded
What What We Learned:
📌 Kopi Kapal Api is a generational product—it deserves top billing in every live
📌 1-minute average viewing is strong for FMCG—content length was optimized
📌 74% female audience confirms household shoppers are the primary target
📌 26% non-followers reached = successful audience expansion
📌 East Java emerged as a top-performing region—worth geo-targeting in future
New Benchmarks Set:
THE RESULTS
By the Numbers: What Actually Happened
Campaign Performance (February 2, 2026 - Twindate 2.2)
Live Stream Performance
Traffic Source Breakdown
Audience Profile
Top Performing Products
THE KEY INSIGHTS
What Made This Campaign Win
1. Creator Momentum Is Real
Upin Ipin +62 entered this live as the Top Rising FMCG Creator 2025 with a recent 928% ROI victory. Their audience trust and energy were at peak levels. The result? 84.85% LIVE CTR—unheard of in FMCG.
2. Hero Product Dominance
Kopi Kapal Api Special Mix alone generated 18.9 Billion IDR—the vast majority of total GMV. By featuring the hero product prominently and repeatedly, we maximized impact.
3. Full-Funnel Traffic Balance
• For You Feed (74% of views): Discovery engine brought new audiences
• Search (20% of GMV): High-intent buyers converted at scale
• LIVE Preview (59% of views): Platform algorithm recognized quality and promoted
4. Unprecedented Efficiency
📌 Cost per order: 767 IDR
📌 ROI: 2,048%
📌 LIVE CTR: 84.85%
These numbers aren't just good—they're category-defining.
5. Audience Expansion
26% of viewers were non-followers. That means the campaign didn't just sell to existing fans—it built new audience for future campaigns.
6. Regional Strength
East Java emerged as a powerhouse region. Future campaigns can geo-target more aggressively.
7. The 2.2 Theme Worked
Twindate 2.2 created natural urgency. "Double discounts" resonated. The theme aligned perfectly with consumer psychology.
If Upin Ipin +62 Can Deliver 2,048% ROI on Twindate 2.2, Imagine What the Right Creator Can Do for Your Brand
This campaign wasn't luck. It was the result of:
• Intelligence gathering from previous successes
• Strategic declaration of record-breaking goals
• Surgical deployment of the perfect creator at the perfect moment
• Active dominance through real-time optimization
• After-action ascendancy that sets new benchmarks
The MEA system works for:
✅ Coffee
✅ Cooking Oil
✅ Sugar
✅ Instant Noodles
✅ Condiments
✅ Snacks
✅ Household essentials
✅ Any FMCG product with a story to tell
Your brand could be next.
Ready to Work with Indonesia's Top FMCG Creators?
Upin Ipin +62 is exclusive to MEA campaigns. Their track record now includes:
• January 25: 928% ROI, 24K+ items sold
•February 2 (Twindate 2.2): 2,048% ROI, 19K+ items sold, 84.85% LIVE CTR
This is what peak FMCG live commerce looks like.
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 exclusive access to Top Rising creators
✅ We craft the live narrative—turning "boring" into "must-buy"
✅ We optimize in real-time—because every minute matters
✅ We document the benchmarks—so your next campaign performs even better
Don't let another sales moment pass you by.
APPENDIX
Complete Performance Data
