🟢 STUDY CASE | Toko Makmur 1
699x ROI on Sembako? How MEA Turned Basic Groceries into a Chinese New Year Goldmine
The Story of Toko Makmur: From 16.8 Million IDR Ad Spend to TOTAL 6 Billion IDR in Revenue—in a Single Day
What if we told you that cooking oil, coffee, and instant noodles could generate 699% ROI in just 24 hours?
Most brands believe high-margin products are the only way to win on live commerce.
They think: "FMCG margins are too thin."
They think: "Nobody watches live streams for groceries."
They think: "Sembako is boring—it won't sell."
They were wrong. Spectacularly wrong.
On February 12, 2026—Chinese New Year—a brand selling everyday essentials:
âś… Cooking oil
âś… Coffee
âś… Sugar
âś… Milk
âś… Basic household staples
...achieved 699.13x ROI in a single day.
This is the story of how MEA took the most "boring" category on earth—sembako—and turned it into a Chinese New Year revenue machine.
SUMMARY PERFORMANCE
🟢 Campaign 1: Toko Makmur Investment Ads (Scale Play)
Ad Spend
16,778,700 IDR
SKU Orders
1,881
LIVE Views
75,979
Gross Revenue
2,883,433,696 IDR
ROI
171.85%
Combined Impact
Metric
Total
Total Ad Spend
21,299,352 IDR
Total SKU Orders
3,553
Total LIVE Views
136,391
Total Gross Revenue
6,043,979,656 IDR
Average ROI
Over 400%
The bottom line: For every 1,000 IDR spent, the brand earned nearly 7,000 IDR back—on cooking oil, rice, and instant noodles.
THE CHALLENGE
"How do you make groceries go viral?"
Selling sembako through live commerce sounds impossible to most marketers. Here's why:
1
The Margin Myth
FMCG products have notoriously thin margins. One bad campaign and you're underwater. Every rupiah spent on ads must work twice as hard.
2
The Audience Targeting Challenge
Who searches for "Jet Cleaner Alat Steam Cuci Mobil" at 9 PM on a Tuesday? Finding and capturing that niche audience requires surgical precision.
3
The Timing Trap
February 12 was Chinese New Year—a peak shopping moment, but also the noisiest. Every brand was fighting for attention. CPMs were high. Competition was fierce.
4
The Volume Challenge
With low margins, you can't win on price alone. You need massive volume. Hundreds of orders. Thousands of units. The campaign must move inventory at scale.
5
The Trust Barrier
People are picky about their staples. They have preferred brands, preferred textures, preferred packaging. Converting a skeptic into a buyer requires serious persuasion.
The brand needed more than a live stream. They needed a cultural moment.
The MEA Campaign Lifecycle Applied to FMCG
We didn't treat this as "just another grocery sale." We activated the MEA Campaign Lifecycle—designed to turn everyday products into must-buy events.
🟢 Phase 1: Intelligence Gathering
Deep market, competitor, and audience analytics
Before a single ad ran, we analyzed::
Cultural Context: Chinese New Year
• Families stock up for celebrations
• Hosting relatives means buying more than usual
• Gift-giving culture creates gifting opportunities even for groceries
• "New Year, New Beginnings" messaging resonates
Audience Behavior
• Who buys groceries online? Working parents, busy households, younger families, SMB Shop Owner
• When do they buy? Evenings, weekends, and right before holidays
• What drives purchase? Price, convenience, and trust in the seller
Product Selection
We identified SKUs with:
• High repeat purchase potential
• Strong brand recognition
• Bundle-ability (create "New Year Stock-Up Packages")
Key Insight: New Year isn't just about celebration—it's about preparation. The week before is when families panic-buy. We needed to capture that urgency.
🟢 Phase 2: Strategic Declaration
We define the KPIs of victory—not just sales, but category leadership.
We set dual objectives:
Campaign 1: Toko Makmur Investment Ads
âś… Goal: Scale. Maximize volume. Establish Toko Makmur as the go-to sembako destination for Chinese New Year.
âś… Budget: 16.8 Million IDR
âś… Target ROI: 20% (minimum)
âś… Strategy: Broad reach, aggressive bidding, capture all intent
Campaign 2: Toko Makmur - Dalezz
âś… Goal: Efficiency. Maximize ROI. Prove that sembako can deliver tech-level returns.
âś… Budget: 15 Million IDR
✅ Target ROI: Aggressive (no floor—let the data run)
âś… Strategy: Precision targeting, creator-led, high engagement
Both campaigns would run simultaneously on February 12—the peak shopping day.
🟢 Phase 3: Surgical Deployment
Perfect creator mix, perfectly timed content waves, prime live slots.
The Creator: Upin Ipin +62
We deployed Upin Ipin +62—a creator with:
• Strong trust signals in the FMCG space
• Authentic, "Top Rising FMCG Creator of the Year" persona perfect for Chinese New Year themes
• Proven ability to drive high-volume sales through live demonstration
The Product Mix:
We strategically featured products that solved clear problems:
The Live Theme: "RAMADHAN SALE BANYAK"
Wait—Ramadan in February?
Strategic insight: While the immediate moment was Chinese New Year, we were also planting seeds for the upcoming Ramadan season. The live theme was designed to:
• Capture Chinese New Year urgency ("Stock up for the celebrations!")
• Build anticipation for Ramadan ("Get ready—bigger sales coming!")
• Create continuity across shopping moments
The Live Scenario
Upin Ipin +62 didn't just hold up products and read prices. They created a narrative:
"New Year, Full Pantry"
Segment 1: "The Host's Checklist" — all essentials for welcoming guests
Segment 2: "The Gift of Good Food" — bundling products as thoughtful, practical gifts
Segment 3: "Stock Up & Save" — volume discounts for bulk buyers
Segment 4: "Look Ahead to Ramadan" — teaser for next big sale
Product Highlights:
👉 Instant Coffee
👉 Cooking oil bundles
👉 Kids Milk
👉 Instant noodle assortments
👉 Household essentials
The Slot:
• February 11, 23:46:32 WIB (just before midnight, capturing late-night shoppers and early-bird February 12 buyers)
• Peak hours optimized: Morning prep, lunch break, and evening family time
🟢 Phase 4: Active Dominance
Live optimization by our specialist team.
While Upin Ipin +62 engaged the audience on camera, our team worked the numbers in real-time:
Real-Time Ad Optimization
Campaign 1 (Investment Ads):
• Broad targeting, aggressive bidding
• Focus on volume—driving as many viewers as possible to the live
• Real-time budget allocation to best-performing hours
Campaign 2 (Dalezz):
• Precision retargeting of high-intent audiences
• Ultra-efficient bidding to keep CPC low
• Heavy promotion during Dalezz's most engaging segments
Live Engagement Optimization:
• Pinned top-selling bundles based on real-time data
• Encouraged comments ("What's in YOUR pantry for New Year?")
• Ran limited-time flash deals during peak viewer moments
• Responded to questions instantly to build trust
Hourly Performance:
The campaign ran strong throughout the day, with peaks during:
• Morning prep hours (pre-CNY cooking)
• Late morning (last-minute shopping)
• Evening family time (group decisions)
🟢 Phase 5: After-Action Ascendancy
Documentation of new benchmarks set for your brand.
Post-campaign, we every insight:
What Worked:
• Theme bridging (Chinese New Year + Ramadan teaser) created continuity
• Creator trust (Upin Ipin +62) was critical for low-consideration products
• Dual-campaign strategy proved both scale and efficiency are possible
• Evening and late-night slots drove strong engagement
• Bundling turned low-margin items into high-value purchases
What We Learned:
• FMCG buyers respond to urgency ("Stock up before New Year!")
• "RAMADHAN SALE BANYAK" theme worked despite being early—shoppers appreciated the heads-up
• 60K+ live views for sembako is massive—proving grocery live commerce is real
• Campaign 2's 699% ROI sets a new bar for FMCG efficiency
New Benchmarks Set:
• Highest FMCG ROI: 699.13%
• Most efficient cost per order: ~2,700 IDR
• Total orders from a single day: 3,553 SKU orders
• Combined revenue: 6.04 Billion IDR
• Proof: Groceries can outperform electronics on ROI
THE RESULTS
By the Numbers: What Actually Happened
Campaign 1: Toko Makmur Investment Ads
Metric
Value
Ad Spend
16,778,700 IDR
Impressions
6,934
SKU Orders
1,881
LIVE Views
75,979
Gross Revenue
2,883,433,696 IDR
ROI
171.85x
Target ROI
20x
Performance vs. Target
859% of target achieved
Campaign 2: Toko Makmur - Dalezz
Metric
Value
Ad Spend
4,520,652 IDR
SKU Orders
1,672
LIVE Views
60,412
Gross Revenue
3,160,545,960 IDR
ROI
699.13x
Target ROI
10x
Performance vs. Target
69,91x of target achieved
Combined Impact
Metric
Value
Total Ad Spend
21,299,352 IDR
Total SKU Orders
3,553
Total LIVE Views
136,391
Total Gross Revenue
6,043,979,656 IDR
Average ROI
Over 400x
Hourly Performance Snapshot
The campaigns ran strong throughout February 12, with notable peaks:
⏰ 00:00 - 01:00: Strong late-night engagement (launch momentum)
⏰ 08:00 - 10:00: Morning prep buyers
⏰ 12:00 - 14:00: Lunch break shoppers
⏰ 18:00 - 21:00: Family evening decisions
⏰ 22:00 - 23:00: Late-night last-minute buyers
THE KEY INSIGHTS
What Made This Campaign Win
1. Theme Matters—Even for Groceries
"Chinese New Year Stock-Up" created urgency. "RAMADHAN SALE BANYAK" built anticipation. The live wasn't just selling products—it was selling preparedness.
2. Creator Trust Is Everything
For sembako, trust is the currency. Dalezz's authentic, family-first persona made viewers believe: "If Upin Ipin +62 recommends this Coffee, it must be good."
3. Dual Campaign Strategy = Maximum Impact
• Campaign 1: Scaled reach, built brand authority
• Campaign 2: Maximized efficiency, proved ROI potential
Together, they dominated both volume and profitability.
4. FMCG Can Scale
75,979 + 60,412 = 136,391 live views for cooking oil and rice. That's not a typo. When positioned correctly, everyday products draw massive audiences.
5. Low Spend, High Return Is Real
Campaign 2 spent only 4.5 Million IDR and returned 3.16 Billion IDR. That's a 699% ROI. You don't need massive budgets to win—you need the right system.
6. Timing Windows Exist
The data shows clear peaks:
đź“Ś Late night (launch)
đź“Ś Morning prep
Lunch break
đź“Ś Evening family time
đź“Ś Late night (last call)
We captured all of them.
If We Can Sell Rice at 699% ROI, Imagine What We Can Do for You
This campaign wasn't about "exciting products" or lucky timing. It was about:
• Understanding cultural moments (Chinese New Year = stock-up psychology)
• Choosing the right creator (Dalezz = trust + authenticity)
• Crafting the right narrative (New Year prep + Ramadan anticipation)
• Running dual campaigns (scale + efficiency working together)
• Optimizing in real-time (every hour, every segment, every rupiah)
Your products—no matter how "everyday" or "basic"—can win on live commerce.
The MEA system works for:
âś… Electronics
âś… Fashion
âś… Beauty
âś… Automotive tools
âś… FMCG / Sembako
âś… Home & living
âś… Any product with a story to tell
Ready to Turn Your "Everyday" Products into 699X ROI Machines?
The next sales moment is coming. Whether it's:
• Ramadan
• Another holiday
• A brand launch
• Or just a regular Tuesday
MEA can architect your success.
Here's what happens when you partner with us:
✅ We analyze your market—find the cultural angles that convert
✅ We deploy the right creator—matched to your product category
✅ We craft the live narrative—turning "boring" into "must-buy"
✅ We run dual campaigns—scale AND efficiency
✅ 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
