MERINTIS

Business incubator Merintis worked with premium grocery brand Spencers Indonesia and Vamp, a Meta Business Partner, on a Reels ads campaign with branded content from multiple content creators, and saw a 99% lower cost per incremental lead.

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THE STORY
An Indonesian business accelerator

Merintis is an Indonesian incubator that helps people start their own businesses. One of its pilot programmes is a partnership with grocery chain Spencers Indonesia that involves recruiting more resellers.

99%

lower cost per incremental lead with branded content Reels ads, compared to usual Reels ads

31%

lower cost per 1,000 impressions with branded content Reels ads, compared to usual Reels ads

58%

lower cost per click with branded content Reels ads, compared to usual Reels ads

We were eager to experiment with Reels ads after initial success in earning high-quality leads. Adding branded content to our marketing strategy proved to be highly beneficial, as it introduced us to an exciting new target audience at a lower cost. We are grateful for the partnership with Vamp and Meta, and have plans to include these ads in future campaigns.
DANIEL SIM, MARKETING DIRECTOR, MERINTIS
THE GOAL
Acquiring more leads

Merintis was curious to know if working with online personalities to create Reels ads would help drive more leads at a lower cost and encourage more people to sign up as resellers for Spencers Indonesia.

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THE SOLUTION

Experimenting with Reels

Together with Meta Business Partner Vamp, Merintis and Spencers Indonesia engaged six content creators known for being healthy lifestyle advocates to create a branded content Reels campaign on Instagram and Facebook.

Marked as Sponsored, the Reels ads showed the creators interacting with Spencer Indonesia’s products and ran in a campaign of branded content ads. To measure the impact of the new strategy, the brand conducted a multi-cell conversion lift test.

The first cell had the Reels ads with branded content. The second cell had a campaign of the brand’s usual Reels ads, which features user-generated creative and included the steps to sign up for the reseller program. All ads linked to Spencer’s website, where people could open a messaging session and chat with a representative from Spencers to join the reseller programme. To reach as many people as possible, Merintis showed all ads to people in Indonesia aged 21–65.

The team saw the following results from the September 2–October 1, 2022 conversion lift test:

  • 99% lower cost per incremental lead with Reels branded content ads, compared to usual Reels ads
  • 31% lower cost per impression with Reels branded content ads, compared to usual Reels ads
  • 58% lower cost per click with Reels branded content ads, compared to Reels ads
Create Ad
Creator marketing is more than a buzzword. Online personalities understand their audience and have mobile-first tools and solutions like branded content ads and Reels ads at their fingertips. In turn, brands like Merintis Spencer can tap into this content, create magical experiences for their customers and drive solid business results
STEVE WRIGHT, GLOBAL HEAD OF PARTNERSHIPS, VAMP
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