A Brand Built For B2B, Advertised Like B2C

Once the organic groundwork was in place, a modest ad spend of Rp134,482 reached 3,351 people and generated 4,698 impressions. From there, 119 clicks landed on the product page at just Rp1,130 per click, producing 14 leads at an average cost of Rp9,606, a sharp improvement over the brand's earlier campaigns.

The number that mattered most, though, was the sales it produced: Rp20,460,000 from that same small spend, working out to a ROAS of 152. Every 1 rupiah spent on ads returned 152 times that in sales.

It wasn't a lucky ad. It was a small amount of paid spend doing exactly what it's supposed to do, pushing an already-interested audience one step further, on top of organic content that had already done the harder work of earning their trust.

For Catha Digital, this project reflects the same approach behind every campaign: a bigger budget doesn't fix a strategy that's aimed at the wrong audience. Get the foundation right first, and even a small amount of spend can carry far more weight than expected.

The Background

Goenakan Indonesia sells reusable, eco-friendly products: stainless steel bottles and tumblers, bamboo homeware, wooden pieces, glass items, most of it produced as custom, logo-printed merchandise with small minimum order quantities and free samples for anyone who wants to test the product first. Because of that model, the people actually buying from Goenakan are rarely casual shoppers clicking an ad on impulse. They're HR staff sourcing office giveaways, event organizers planning souvenirs, or brand owners placing a batch order.

That distinction mattered more than it first appeared, because it was exactly where the brand's paid advertising had gone off track. Campaigns were being shaped around whatever content style was trending on social media, when the audience Goenakan needed to reach was looking for something else entirely: proof the product held up, that the print came out clean, and that the pricing made sense at volume.

Catha Digital was brought in to rebuild that approach from the ground up, not by increasing spend, but by rethinking who the ads were actually supposed to be talking to

THE RESULTS

The hardest part of this project wasn't the media buying — it was resisting the pull toward what usually works for consumer-facing brands. Trend-driven content performs well for impulse purchases, but Goenakan's real buyers were comparing suppliers, checking print quality, and thinking about a Rp5-10 million order, not a Rp150,000 one. Ads built for reach and virality don't answer any of those questions.

The team had to rebuild the ad strategy around a much more specific test: would this convince someone about to sign off on a bulk order for their company, not just someone scrolling for entertainment.

The Challenge

The Strategy

Instead of adjusting targeting or creative on top of a shaky foundation, the team made a call that ran against the usual instinct to spend more when results are lacking:

● A full four-month pause on paid advertising (April–July 2025), redirecting all effort toward organic content and direct conversations with prospective buyers.

● Organic-first validation — letting real posts prove real demand before a single rupiah went into ads. A single organic post about a yoga mat generated Rp4.2 million in sales on its own in January 2026.

● A deliberately small test budget of Rp134,482, used to confirm the new direction actually converted before scaling it further.

● A lead-qualification approach built through everyday content and chat, so that once ads went live, they were reaching people already warmed up — not cold traffic being asked to trust a brand they'd never seen.

The pause was uncomfortable by design. But it gave the team clear signal instead of guesswork: which content earned trust, which language resonated with corporate buyers, and which audience was actually worth paying to reach.

A Small Budget That Proved A Bigger Point

Advertising To Buyers Who Don't Decide On Impulse

Rebuilding The Funnel Before Touching The Budget

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