Melco Giftery
From B2B corporate demand to seasonal hampers, one efficient acquisition system
Konteks
Melco Giftery required one acquisition system to serve two different buying contexts. The first phase built a strong B2B foundation, producing IDR 139.2M in October at 44.51× ROAS and then scaling lead volume in November while keeping the campaign commercially efficient.
The strategy then pivoted into B2C seasonal hampers. Advantage+ creative testing showed its strongest signal during the Ramadan window, reaching a 5.21% peak CTR in March. With total revenue reported at IDR 185.5M from B2B and IDR 66.8M from B2C hampers, the next focus is closing the conversion gap with urgency messaging, cleaner tracking, and a stronger final-week follow-up process.
Masalah yang perlu diselesaikan sebelum mengejar hasil.
Melco needed to move from B2B corporate leads into B2C seasonal hampers without losing efficiency or lead quality. The account also needed a clearer read on where interest was turning into revenue.
Dari arah strategi sampai keputusan eksekusi.
Saya memimpin pekerjaan di area Meta Ads, menghubungkan strategi, eksekusi, dan pengukuran dengan kebutuhan bisnis.
Bagaimana pekerjaan bergerak dari diagnosis menuju delivery.
Memahami masalah
Saya memulai dari konteks bisnis, pengguna, dan hambatan utama. Melco needed to move from B2B corporate leads into B2C seasonal hampers without losing efficiency or lead quality. The account also needed a clearer read on where interest was turning into revenue.
Menentukan arah
I used Meta Advantage+ alongside creative testing to capture demand across both segments. The work moved from building a strong B2B foundation in October and November to a seasonal B2C pivot, then toward urgency-led messaging for the Ramadan decision window.
Eksekusi dan koordinasi
Saya menerjemahkan arah tersebut menjadi pekerjaan melalui Meta Ads, lalu menjaga keputusan lintas fungsi tetap mengarah ke kebutuhan bisnis.
Mengukur dan memperbaiki
Progress ditinjau dari kualitas output, respons pengguna, dan dampak komersial. Temuan dari setiap siklus menjadi dasar untuk prioritas berikutnya.
Dari strategi ke keputusan yang bisa diukur.
The strategy then pivoted into B2C seasonal hampers. Advantage+ creative testing showed its strongest signal during the Ramadan window, reaching a 5.21% peak CTR in March. With total revenue reported at IDR 185.5M from B2B and IDR 66.8M from B2C hampers, the next focus is closing the conversion gap with urgency messaging, cleaner tracking, and a stronger final-week follow-up process.
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