Meraki / Case Studies / Brand 03
A fashion brand — Rp 1.9B → Rp 8B monthly, in 12 months.
Monthly sales, in 12 months. A 4.2× increase.
1.9B → 8B
12 months
2024 → 2025
Fashion · Indonesia
Established brand, active customer base, monthly sales at approximately Rp 1.9B. The brand was performing well but had reached the ceiling of its existing operating model. The founder's question was direct: what would it take to triple the business without tripling the cost structure?
Strong on activation but under-engineered on operations. Marketplace performance inconsistent across platforms. Live commerce occasional rather than operational. Content concentrated in too few formats. Reporting monthly rather than weekly — decisions lagged the data by weeks.
Five disciplines.
One integrated motion.
Daily live commerce operation
Across Shopee Live and TikTok Shop. Multiple slots per day, trained host roster.
Marketplace operational depth
Calendar, vouchers, Mall-tier, listing optimization across four platforms.
Performance restructure
Media reorganized around cohort CAC and contribution margin, not blended metrics.
Content output scaled 3×
Short-form, photography, creator content — diversified format mix.
Weekly commercial review
Standing rhythm with the founder, tied to 10 core metrics.
What changed.
Within 12 months: Rp 1.9B → Rp 8B monthly. A 4.2× increase. Growth came from operational depth, not paid spend inflation — CAC held steady, repeat rate strengthened, and the brand emerged with a commerce operating model ready for its next stage.
"We didn't triple ad spend. We tripled operational rigor. The numbers followed."
— Founder — Fashion Brand
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