🟢 STUDY CASE | Toko Makmur 2
STUDY CASE: 928x ROI with Upin Ipin +62 – How Indonesia's Top FMCG Creator Sold 24,000+ Items in One Live Stream
The Story of Toko Makmur: From 3.3 Million IDR Ad Spend to 3.1 Billion IDR Revenue—Featuring the Rising Star of FMCG Live Commerce
What if one creator could sell 24,000+ items—mostly coffee, oil, and sugar—in a single live session?
Most brands spend millions on celebrity endorsements that deliver little.
Most agencies promise "viral moments" that never come.
But on January 25, 2026, something different happened.
Upin Ipin +62—The Top Rising TikTok FMCG Creator 2025—went live for with a simple theme:
"PESTA DISKON" (DISCOUNT PARTY)
The result?
• 928.05X ROI on ad spend
• 3.1 Billion IDR in attributed revenue from just 3.35 Million IDR in ads
• 129,041 live viewers watching grocery products
• 24,020 items sold during the live
• 19.7 Billion IDR in GMV from a single product variant alone
This wasn't luck. This was the MEA system + the perfect creator + the perfect moment.
This is how we did it.
Summary Performance
🟢 Campaign Performance (January 25, 2026)
Metric
Value
Campaign
25 Jan | Tokomakmur
Campaign ID
1855245619484754
Ad Spend
3,355,490 IDR
SKU Orders (from Ads)
2,095
LIVE Views (from Ads)
129,041
Gross Revenue (from Ads)
3,114,060,795 IDR
ROI
928.05X
Target ROI
10x
Performance vs. Target
9,280X of target achieved
Live Stream Performance
Metric
Total
Total GMV (Live)
26,366,379,047 IDR
Total Items Sold
24,020
Total Viewers
552,460
Total Impressions
191.98 Million
Avg. Viewing Duration
46 seconds
Tap-through Rate (via Live Links)
2.71%
Ads Cost (Estimated)
~80.8% efficiency
Top Performing Product
The bottom line: A single coffee product—promoted by Upin Ipin +62—generated nearly 20 Billion IDR in revenue. That's the power of the right creator + the right system.
THE CHALLENGE
"How do you make groceries exciting enough for 500,000+ viewers?"
Selling sembako through live commerce is hard. Here's why most brands fail:
1
The "Boring Category" Curse
Coffee is coffee. Oil is oil. Sugar is sugar. There's no unboxing thrill, no "wow factor." Getting people to stop scrolling for cooking oil requires a完全不同 approach.
2
Low Margins, High Stakes
FMCG margins are thin. Every ad rupiah must convert. One bad campaign and you're underwater. The pressure to perform is immense.
3
The Attention Battle
January 25 was a regular Sunday—not a major holiday. Competing for attention against entertainment content, fashion hauls, and viral dances... with groceries.
4
The Trust Barrier
People are loyal to their coffee brands. They have preferences. Converting a Kapal Api drinker to try something new—or even just to buy in bulk—requires serious persuasion.
5
The Scale Challenge
With low margins, you need massive volume. Hundreds of orders. Thousands of units. The campaign must move serious inventory.
The brand needed more than a live host. They needed a phenomenon.
They needed Upin Ipin +62.
The MEA Campaign Lifecycle Applied to Creator-Led FMCG Dominance
We didn't treat this as "just another grocery live." We activated the MEA Campaign Lifecycle with Indonesia's hottest FMCG creator at the center.
🟢 Phase 1: Intelligence Gathering
Deep market, competitor, and audience analytics
Before the first ad ran, we analyzed:
The Creator: Upin Ipin +62
• Named Top Rising TikTok FMCG Creator 2025
• Massive trust capital with Indonesian household shoppers
• Known for authentic, energetic, "family-first" content
• Audience: predominantly female (consistent with grocery buyers), ages 25-45
• Engagement rate: Top 1% in FMCG category
The Moment: January 25
• Post-payday weekend (many households just received salaries)
• Pre-Ramadan preparation window (families starting to stock up)
Sunday = peak live shopping day
The Product Mix
We analyzed historical data to identify:
• Best-selling SKUs
• High-margin bundles
• Products with strong repeat purchase potential
Key Insight:
Kopi Kapal Api Special Mix was the undisputed star.
• Historical GMV: 19.7B IDR
• Items sold: 11,969
• Product Impressions: 2.78 Million
• Click-Through Rate: 8.06%
This product would be the anchor of the live.
🟢 Phase 2: Strategic Declaration
We define the KPIs of victory—not just sales, but category leadership.
We set aggressive goals:
We didn't just want to win. We wanted to set a new benchmark for FMCG live commerce.
🟢 Phase 3: Surgical Deployment
Perfect creator mix, perfectly timed content waves, prime live slots.
The Creator: Upin Ipin +62
We deployed Upin Ipin at the perfect moment in their rising trajectory. Their appeal:
• Trustworthy: "If Upin Ipin recommends this coffee, it must be good.
• Energetic: Keeps viewers engaged for longer durations (46s avg—excellent for FMCG)
• Conversational: Drives comments and interaction (boosting algorithm visibility)
• Authentic: No "celebrity distance"—feels like a neighbor recommending products
The Live Theme: "PESTA DISKON" (DISCOUNT PARTY)
Simple. Clear. Urgent.
The theme worked because:
• "Party" implies celebration and limited time
• "Discount" triggers immediate purchase intent
• No complicated messaging—just "come, buy, save"
The Live Scenario
Upin Ipin structured the live into segments:
Simple. Clear. Urgent.
The theme worked because:
• "Party" implies celebration and limited time
• "Discount" triggers immediate purchase intent
• No complicated messaging—just "come, buy, save"
The Live Scenario
Upin Ipin structured the live into segments:
The Product Mix Strategy
We didn't just throw 152 products on screen. We curated:
Hero Products (High Volume, High Margin)
19.7B GMV
[UPIN IPIN] Kopi Kapal Api Special Mix (10 Karton)
2.62B GMV
MINYAK SUNCO 2 LITER 5 KARTON
196M GMV
[KOL X UMUM SPECIAL 01.01] Kopi Mix Assorted
622M GMV
MINYAK SUNCO 2 LITER X 6 PCS
Supporting Products (Category Fillers)
• Indomie
•Tolak Angin
• Bear Brand Susu
• Snacks (Lemonilo, Nabati, Oishi)
Traffic Source Strategy
We knew from intelligence that:
• For You Feed would drive discovery (target: 45%+ of views)
• Search would drive high-intent buyers (target: 15-20% of GMV)
• LIVE Preview and Video Profile Taps would supplement
The Slot:
• Launch: January 25, 07:14:13 WIB (early morning—capturing weekend shoppers planning their day)
• Peak hours optimized: Morning coffee时段, lunch break, evening family time
🟢 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 where Upin Ipin's energy peaked
• Products with highest real-time engagement
• Times when "Add to Cart" rates spiked
Live Engagement Optimization
We monitored the dashboard second-by-second:
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: Skewed female (primary household shoppers)
• Age: 30-35 core demographic
• Geography: Central Java, East Java, West Java, Jakarta
• User Type: Mix of existing customers + new audiences
🟢 Phase 5: After-Action Ascendancy
Documentation of new benchmarks set for your brand.
Post-campaign, we documented every insight:
What Worked:
📌 Creator authenticity drove trust and conversions
📌 "PESTA DISKON" theme was simple but effective
📌 Hero product focus (Kapal Api) anchored the live
📌 For You Feed dominance proved content was engaging
📌 Search traffic showed strong brand recall
Bulk bundles drove high GMV per order
What What We Learned:
📌 Kopi Kapal Api is a powerhouse SKU—worth featuring in every live
📌 46s average viewing is strong for FMCG—viewers stayed for deals
📌 2.71% tap-through rate exceeded expectations
📌 129K ad-attributed viewers = massive pool for retargeting
📌 552K total viewers = top 1% of FMCG live streams
New Benchmarks Set:
THE RESULTS
By the Numbers: What Actually Happened
Campaign Performance (January 25)
Live Stream Performance
Traffic Source Breakdown
Key Insight:
For You Feed drove discovery (45% of views), but Search drove high-intent buyers (18% of GMV). Perfect balance.
Top Performing Products
(Note: This demonstrates additional ad activity around the Toko Makmur ecosystem.)
THE KEY INSIGHTS
What Made This Campaign Win
1. Creator Fit Is Everything
Upin Ipin +62 isn't just a "famous face." They are trusted by Indonesian household shoppers. When they said "this coffee is good," viewers believed them.
2. Hero Product Anchoring
One product—Kopi Kapal Api Special Mix—drove 75% of total GMV. By identifying and featuring the hero product prominently, we maximized impact.
3. Discovery + Intent Balance
• For You Feed (45% of views): Brought new audiences in
• Search (18% of GMV): Captured ready-to-buy customers
Together, they created a full-funnel machine.
4. Low Ad Spend, Massive Return
📌 3.35 Million IDR → 3.11 Billion IDR return.
📌 Cost per order: ~1,602 ID R.
📌 This is efficiency most brands only dream of.
5. Live Engagement Matters
46 seconds average viewing duration for groceries is remarkable. It means Upin Ipin's energy, combined with compelling deals, kept people watching.
6. Bundling Drives Volume
"10 Karton" coffee. "5 Karton" oil. Bulk buying drove high GMV per transaction. FMCG works at scale.
7. Platform Features Amplify Reach
LIVE Preview contributed 21% of views—meaning TikTok's algorithm recognized the live as high-quality and promoted it.
If Upin Ipin +62 Can Sell 24,000+ Items of Coffee and Oil, Imagine What the Right Creator Can Do for You
This campaign wasn't about "lucky timing" or "viral accidents." It was about:
• Choosing the right creator (Top Rising FMCG Creator 2025)
• Crafting the right theme ("PESTA DISKON")
• Featuring the right products (Hero SKUs + supporting cast)
• Optimizing in real-time (budget shifts, product pinning)
• Letting data guide every decision (traffic sources, engagement metrics)
The MEA system works for:
✅ Coffee
✅ Cooking Oil
✅ Sugar
✅ Instant Noodles
✅ Condiments
✅ Snacks
✅ 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 just one example. MEA has access to:
• Top Rising creators across every category
• Data-backed creator-product matching
• Full-funnel campaign management
• Real-time live optimization
• Post-campaign benchmarking
The next sales moment is coming. Whether it's:
• Ramadan
• Another payday weekend
• A new product launch
• Or just a regular Sunday
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—matched to your brand and audience
✅ 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
