Melco Giftery
Turning Meta Ads into IDR 251M+ revenue across corporate gifting and seasonal hampers
At a glance
Melco serves two markets with different buying journeys. Corporate buyers need quotations, customization, and procurement support, while seasonal consumers respond to product presentation, pricing, and urgency.
The challenge
Melco needed more than inexpensive WhatsApp conversations. The campaign had to attract corporate buyers with real purchasing intent while also capturing short seasonal windows such as Christmas and Ramadan.
My role
I owned the work across Meta Ads, from direction to measurement.
The approach
Understand the problem
I started with the business context, user needs, and the main constraint. Melco needed more than inexpensive WhatsApp conversations. The campaign had to attract corporate buyers with real purchasing intent while also capturing short seasonal windows such as Christmas and Ramadan.
Set the direction
I owned the Meta Ads acquisition strategy, CTWA funnel, Advantage+ and audience testing, creative testing direction, budget optimization, and commercial performance analysis.
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.
The outcome
Across October 2025 to March 2026, the campaigns generated 1,029 messaging conversations from IDR 11.8M in ad spend. After qualification and follow-up, the campaign produced 152 qualified leads and more than IDR 251M in reported revenue, resulting in a 21.34× ROAS.
Evidence:
- IDR 251M+ reported revenue
- 21.34× ROAS
- 152 qualified leads
- 1,029 WhatsApp conversations
