🟢 STUDY CASE | Warung Tretans 2
STUDY CASE: 39-Hour Marathon Live – How Warung Tretans 34 Generated 4 Trillion Rupiah in Checkout Intent While Selling Sembako
The Story of Warung Tretans 34: From 8.19 Million IDR Ad Spend to 421 Million IDR Revenue—with 4 Billion IDR in Purchase Intent
What if your campaign could generate 4 Billion Rupiah in checkout value—even if not all of it converts immediately?
Most brands focus only on final sales. But smart brands understand: intent is the precursor to revenue.
In September 2025, Warung Tretans 34—one of MEA's top FMCG creators—went live for an epic 39-hour marathon session with a special "5 September" theme.
The result?
• 51.49% ROAS on ad spend (solid performance)
• 421 Million IDR in gross revenue from 8.19 Million IDR in ads
• 3,546 checkouts initiated—worth 4.06 Biilion IDR in intent
• 151,021 impressions and 5,480 clicks
• 39 hours 16 minutes of continuous live content
• 840 items sold during the marathon
This wasn't just a sales campaign. This was a massive intent-generation engine that captured billions in future revenue potential.
This is how we did it.
Summary Performance
Campaign Performance (September 5, 2025)
Metric
Value
Campaign
Warung Tretan 5 September
Ad Spend
8,191,721 IDR
Impressions
151,021
Clicks (Destination)
5,480
Product Page Views
3,837
Adds to Cart
266
Checkouts Initiated
3,546
Checkout Initiation Value
4,062,359,791,000 IDR (4.06 Trillion)
Purchases
364
Gross Revenue
421,818,670 IDR
ROAS
51.49x
Live Stream Performance
Metric
Total
Duration
39h 16m 43s (Sep 4 23:33:29 - Sep 6 14:50:12 UTC+07:00)
Total GMV
-
Total Items Sold
840
GMV per Hour
20.15 Million IDR
Impressions per Hour
10,970
Avg. Viewing Duration
42 seconds
Tap-through Rate
Optimized from 6.98% → 31.56%
Comment Rate
Optimized from 2.07% → 74.7%
Ads Cost
8.45 Million IDR (est.)
Top Performing Product
Key Insight: Kopi Kapal Api dominated GMV, but snacks like Taiko Krezz drove high volume (163 items sold) at lower price points.
THE CHALLENGE
"How do you maintain engagement for 39 hours straight?"
A marathon live stream presents unique challenges:
1
The Endurance Problem
39 hours of continuous content requires massive energy, planning, and stamina—from both the creator and the production team.
2
The Engagement Dip
Viewer attention naturally fluctuates over long periods. Keeping tap-through rates and comments high requires constant optimization.
3
The Conversion Gap
3,546 checkouts vs. 364 purchases revealed a massive gap. Something was happening between intent and transaction.
4
The Scale of Spend
At 8.19 Million IDR ad spend, this was a significant investment. Every rupiah needed to work hard across 39 hours.
5
Product Variety
With hundreds of SKUs available, featuring the right products at the right times was critical.
The brand needed more than a live host. They needed a marathon-ready system.
They needed Warung Tretans 34 + MEA's 39-hour optimization engine.
The MEA Campaign Lifecycle Applied to Marathon Live Commerce
We didn't just "run a long live." We activated the MEA Campaign Lifecycle with a focus on endurance, optimization, and intent capture.
🟢 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: Endurance and consistency (proven ability to hold long sessions)
• Audience: Loyal following across Java, strong engagement patterns
• Energy management: Ability to maintain quality over extended periods
The Moment: September 5
• Post-payday period
• Pre-Ramadan preparation (depending on calendar)
• Opportunity for marathon content
The Product Mix
We curated products with:
• High repeat purchase potential
• Strong brand recognition (Kapal Api, Sunco, Bango)
• Snack items for high-volume, low-price sales (Taiko Krezz: 163 items sold)
Key Insight: Kopi Kapal Api was the revenue anchor, but snacks like Taiko Krezz (6.3M GMV, 163 items) drove volume and engagement.
🟢 Phase 2: Strategic Declaration
We define the KPIs of victory—not just sales, but category leadership.
We set ambitious goals for a 39-hour marathon:
We didn't just want sales. We wanted to capture massive intent for future conversion.
🟢 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 marathon-specific strategy:
• Shift planning: Multiple energy peaks across 39 hours
• Product rotation: Cycling through categories to maintain freshness
• Audience interaction: Constant comments engagement to boost algorithm
The Live Theme: "5 September Marathon Special at Warung Tretans"
The theme leveraged:
• The "5 September" date as a shopping moment
• Warung Tretans' trusted "neighborhood shop" persona
• Marathon format = "always open, always deals"
The Live Scenario (39-Hour Structure)
Warung Tretans 34 structured the marathon into strategic time blocks:
The Product Mix Strategy
Hero Products (High GMV)
339.9M GMV
ABN X UPIN IPIN Kopi Kapal Api Special Mix
156.3M GMV
ABN 11 Kopi Kapal Api 8 Dus
49M GMV
[KINGMART 4.4] Kopi Kapal Api 10 Dus
26.6M GMV
[UPIN IPIN] Minyak Sunco 5 Karton
Volume Drivers (High Items Sold)
• COD Taiko Krezz Snack — 163 items sold, 6.3M GMV
• [MAE MEGASHOW] Kopi Kapal Api Mix — 30 items sold
• [BM-10.10] Kopi Kapal Api Mix — 23 items sold
Supporting Products (Category Depth)
• Bango Kecap Manis
• Tolak Angin
• NutriSari
• Indomie
• AOKA Roti
• Sun Kara Santan
Traffic Source Strategy
We optimized for:
• For You Feed: Discovery engine throughout 39 hours
• Search: High-intent traffic during peak shopping hours
• LIVE Preview: Platform promotion for marathon content
The Slot:
• Launch: September 4, 23:33:29 WIB
• End: September 6, 14:50:12 WIB
• Total Duration: 39h 16m 43s
🟢 Phase 4: Active Dominance
Live optimization by our specialist team.
While Warung Tretans 34 maintained energy on camera for 39 hours, our team worked the numbers in real-time:
Real-Time Ad Optimization
The Checkout Gap Analysis
We identified a critical insight: 3,546 checkouts initiated vs. 364 purchases.
This massive gap (only 10.3% conversion from checkout to purchase) suggested:
• Potential friction in checkout process
• Payment method issues (COD availability, digital payment options)
• Shipping cost sensitivity
• Cart abandonment due to multiple-item browsing
• Opportunity for retargeting campaigns
Optimization Actions Taken During Live:
• Highlighted payment options (including COD)
• Emphasized shipping promotions
• Added urgency messaging throughout marathon
• Pinned products with highest checkout rates
• Tested different call-to-action phrases
Live Engagement Optimization (39-Hour Tracking)
We monitored the dashboard continuously:
How We Maintained Engagement for 39 Hours:
📌 Product rotation every 30-60 minutes to keep content fresh
📌 Comment shout-outs to reward active viewers
📌 Flash deals announced only during specific hours to create appointment viewing
📌 Creator energy management: Warung Tretans 34's natural endurance kept quality high
📌 Audience interaction peaks: Comment rate surged to 74.7% during high-energy segments
Traffic Source Optimization
We tracked performance by channel throughout the marathon:
Product-Level Optimization
We featured products based on:
• Time of day relevance (coffee in morning, snacks at night)
• Real-time sales velocity
• Inventory availability
Top Performers During Live:
🟢 Phase 5: After-Action Ascendancy
Documentation of new benchmarks set for your brand.
Post-campaign, we documented every insight from the 39-hour marathon:
What Worked:
📌 Marathon format created "always open" availability for shoppers
📌 39 hours of continuous content maximized platform reach
📌 Tap-through rate optimization (6.98% → 31.56%) proved real-time adjustments work
📌 Comment rate surge (2.07% → 74.7%) showed deep audience engagement
📌 3,546 checkouts captured massive intent (4.06 Trillion IDR value)t
📌 Product rotation strategy maintained freshness across 39 hours
📌 Snack items (Taiko Krezz) drove high volume (163 items)
What What We Learned (Critical Insight):
The gap between checkouts initiated (3,546) and purchases (364) is the biggest opportunity:
📌 Only 10.3% of checkouts converted to purchases
📌 4.06 Trillion IDR in intent left unconverted
📌 Future campaigns must focus on checkout optimization
📌 Retargeting campaigns could recover significant revenue
Retargeting campaigns could recover significant revenue
This insight alone is worth billions in future optimization.
New Benchmarks Set:
THE RESULTS
By the Numbers: What Actually Happened
Campaign Performance (September 5, 2025)
Live Stream Performance
Top Performing Products
Product Category Breakdown
THE KEY INSIGHTS
What Made This Campaign Win
1. Marathon Format Creates "Always Open" Availability
39 hours of continuous live content meant shoppers could join at any time. No fixed schedule meant maximum reach across time zones and routines.
2. Massive Intent Capture
3,546 checkouts worth 4.06 Trillion IDR is the standout metric. This campaign didn't just generate sales—it captured billions in future revenue potential.
3. Real-Time Optimization Works at Scale
• Tap-through rate improved from 6.98% → 31.56%
• Comment rate improved from 2.07% → 74.7%
These aren't minor improvements—they're transformations in engagement.
4. Hero Products + Volume Drivers = Balanced Portfolio
• Coffee drove GMV (Kopi Kapal Api: 339M+)
• Snacks drove volume (Taiko Krezz: 163 items)
This balance kept both revenue and engagement high.
5. The Checkout Gap = Future Goldmine
The gap between 3,546 checkouts and 364 purchases reveals massive opportunity. Fixing checkout friction could 10x this campaign's results.
6. Endurance Is a Competitive Advantage
39 hours of continuous content requires a creator with stamina and consistency. Warung Tretans 34 proved they can deliver.
7. Engagement Peaks Are Achievable
74.7% comment rate at peak shows that long-form content can still drive deep interaction.
If Warung Tretans 34 Can Run 39-Hour Marathons and Capture 4 Billion in Intent, Imagine What the Right Creator Can Do for Your Brand
This campaign proved that live commerce isn't just about immediate sales—it's about:
✅ Massive intent capture for future conversion
✅ 24/7 availability through marathon formats
✅ Real-time optimization that transforms engagement
✅ Product portfolio balance (hero + volume drivers)
✅ Creator endurance that maintains quality for days
The MEA system delivers:
• Immediate revenue (51% ROAS)
• Future revenue potential (4 Trillion IDR in intent)
• Deep engagement metrics (74% comment rate)
• Scale at 8.19M IDR spend
• 39-hour continuous coverage
Your brand could be next.
Ready to Run Marathon Campaigns That Capture Billions in Intent?
Warung Tretans 34 is exclusive to MEA campaigns. Their unique endurance and consistency deliver:
• Long-form content capabilities
• Deep audience trust
• Consistent engagement over extended periods
The next sales moment is coming. Whether it's:
• Ramadan marathon
• 24-hour flash sale
• New product launch marathon
• Or any extended shopping event
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 for marathon formats
✅ We craft the long-form narrative—maintaining engagement for 39+ hours
✅ We optimize in real-time—transforming tap-through and comment rates
✅ We diagnose gaps—like the checkout-to-purchase friction
✅ We capture intent—for future retargeting and conversion
✅ 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
