HERBILOGY: ADS OPTIMIZATION
Service
Industry
Empowering MSME to grow through collaboration, digital advertising, and shared success.
Agency
Scope of Work
- Campaign Optimization
- Media Planning
- Reporting
With strong roots in Indonesian herbal traditions, Herbilogy scaled up by reaching new & repeat audiences through digital campaigns.
Challenge
For today’s consumers, herbal products risked losing relevance and needed to be brought back into everyday wellness choices.
Herbilogy carried the credibility of Indonesia’s herbal traditions, but also the weight of perception. For today’s consumers, especially younger audiences, jamu often felt outdated and irrelevant to their modern, healthy lifestyles. As a result, e-commerce and social media campaigns struggled to deliver stronger returns, creating the challenge of repositioning Herbilogy as a trusted wellness partner and proving that an MSME brand could grow through digital channels.
We crafted an approach that went beyond ads and focused on building long-term growth for Herbilogy.
The solution emphasized showcasing the right products, managing budgets wisely, and balancing efforts between attracting new customers and bringing past buyers back. This became the foundation for a strategy that helped a traditional product find new relevance in the digital marketplace.
Growth was driven through the full performance marketing funnel.
Through Collaborative Performance Advertising Solution (CPAS) campaigns on Shopee and Tokopedia, we activated the funnel from building awareness to driving purchase. In CPAS, each stage of the funnel plays a key role in driving growth. View Content helps build awareness and collect potential audiences for retargeting. Add to Cart indicates high purchase intent, making these users the main target for conversion. Finally, Purchase represents campaign success and provides valuable data for future CPAS optimization.
Driving Growth Through Shopee On-Site.
Shopee On-Site drove high-intent traffic through strategic keyword bidding. By targeting relevant search terms, Herbilogy captured consumers already in the consideration stage and turned their interest into actual purchases. This approach made Shopee On-Site not only a top-of-funnel touchpoint but also a sales-driving channel that maximized conversions for sustainable growth. We assume that Meta Reach and Meta CPAS campaigns contributed to this performance by amplifying awareness and intent. Audiences exposed to Meta ads were likely to continue their journey by searching for Herbilogy products on Shopee, eventually converting through Shopee Ads.
To build trust, we suggest our client to use KOL marketing to amplify their voices and build the audience's trust.
On TikTok, influencers became the bridge between tradition and modern wellness. From mega creators to nano affiliates, most with predominantly female audiences, KOLs gave Herbilogy authenticity and cultural relevance. Their content was amplified using boost codes, which added trust and credibility by carrying the influencer’s own name and profile. Influencers played a crucial role not only in driving awareness and trust, but also in boosting sales. Their authentic content bridged traditional herbal values with modern lifestyles, while boosted posts and affiliate codes turned engagement into measurable conversions.
Continuously, we kept content relevant with continuous testing and amplified results during big sale moments.
Campaigns were refined to balance creative appeal with TikTok’s strict herbal product policies, then refreshed during high-impact moments like double-date, payday, and Seasonal moments like "Independence Sale, Valentine Sale, Sumpah Pemuda, etc" to create urgency, attract both new and returning buyers, and boost overall campaign performance during high-traffic moments, sparked transaction spikes, and ensured Herbilogy remained both relevant and persuasive.
RESULT
We proved that bold promotions and real voices can fuel growth, even for a local wellness brand.
Herbilogy went beyond visibility to reshape perceptions. With authentic influencers, efficient e-commerce funnels, and big sale moments that sparked urgency, the brand reframed jamu as a modern wellness partner.
Impacts
>10k
Product Sales
165%
Revenue Growth
9x
ROAS Achieved