Melco Giftery
From B2B corporate demand to seasonal hampers, one efficient acquisition system
Context
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.
The problem that needed solving before chasing the result.
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.
From strategic direction to execution decisions.
I owned the work across Meta Ads, connecting strategy, execution, and measurement to the business need.
How the work moved from diagnosis to delivery.
Understand the problem
I started with the business context, user needs, and the main constraint. 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.
Set the direction
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.
Execute and coordinate
I turned the direction into work across Meta Ads and kept the cross-functional decisions tied to what the business needed next.
Measure and improve
Progress was reviewed through output quality, user response, and commercial impact. Each cycle produced evidence for the next priority.
Turning strategy into decisions the business could measure.
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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