Case study · Influencer marketing · Indonesia
40 sales meetings and 76 qualified leads in three months.
An influencer marketing agency in Indonesia had run campaigns for well-known beauty and personal care brands for years. With better campaign analytics and reporting in place, it wanted to grow its share fast, in a crowded market that rises and falls with the seasons, and keep the cost of each lead on target.
Led by our founder · Figures from the client’s report · Name withheld
- Industry
- Influencer marketing
- Based in
- Indonesia
- Market
- Indonesia
- Length
- 3 months
- Channels
At a glance
Influencer marketing agency · Indonesia
The client and the goal
- The client
- An influencer marketing agency in Indonesia, 11 to 50 people, with well-known beauty and personal care brands among its clients.
- Who they sell to
- C-level executives, marketing directors and group heads at FMCG, personal care and beauty companies, marketing agencies and top consumer brands.
- The goal at the start
- Grow market share fast, with the cost of each lead kept on target.
- The message angle
- What the agency does well, said in a few lines to the people who buy influencer campaigns.
What we did
Picked the people who buy influencer campaigns.
C-level executives, marketing directors and group heads at FMCG, personal care and beauty companies, marketing agencies and top consumer brands.
C-levelMarketing directorsGroup headsFMCGBeautyAgenciesConsumer brandsSaid what the agency does well, in a few lines.
Each message carried the agency’s main strengths to that reader, kept short and personal.
✕
A long agency brochure1What the agency does well, for this reader
The shape of a first message.
Ran it on LinkedIn for three months.
LinkedIn only, for three months. The campaign tracker was checked along the way, not only at the end.
LinkedIn invitations and messagesthree monthsCampaign trackerchecked along the way
What the work looked like
Seniority
Industry
Geography
- inLinkedInthe whole campaign
Results
Exhibit 1
76 qualified leads in 3 months, and 40 sales meetings.
The campaign, stage by stage
52% of LinkedIn invitations
34% of connections wrote back
A qualified lead is a buyer who fits the brief and agreed to talk.
See the numbers
| Accepted | 52% |
|---|---|
| Replied | 34% |
| Qualified | 76 |
| Meetings | 40 |
Exhibit 2
About week eleven, the tracker already showed 63 leads. The report closed at 76.
The campaign tracker at about week eleven, bars to true scale
From the campaign tracker, about eleven weeks after the start: 53% of invitations accepted and 34% of connections replied (our arithmetic), in line with the report’s 52% and 34%. The report’s 76 leads and 40 meetings are the full three months. A qualified lead is a buyer who fits the brief and agreed to talk. Sources: the campaign tracker and the client’s report.
See the numbers
| Invited, by week 11 | 3,119 |
|---|---|
| Accepted | 1,640 |
| Replied | 565 |
| Leads, by week 11 | 63 |
| Leads, 3 months (report) | 76 |
| Sales meetings, 3 months (report) | 40 |
Exhibit 3
Both acceptance and replies ran above the top quarter of LinkedIn campaigns.
This campaign against public benchmarks, %
MedianHeyReach strong rangeThis campaign
Invitations acceptedHeyReach 2026, 96,051 campaigns
New connections who repliedHeyReach 2026, reply to acceptance
Benchmarks from HeyReach, LinkedIn Outreach Benchmark Report 2026 (96,051 campaigns).
See the numbers
| Invitations accepted: this campaign | 52% |
|---|---|
| Invitations accepted: median, HeyReach strong range | 20.75%, 31.78% |
| Replied: this campaign | 34% |
| Replied: median, HeyReach strong range | 18.1%, 28.89% |
What you can take from this
- Write to the buyer, not the market.Marketing directors at beauty and FMCG brands buy influencer campaigns. Reach them, not everyone in marketing.
- Short beats complete.Two or three strengths the reader cares about. The rest comes on the call.
- Watch the tracker, not only the report.By week eleven the numbers already showed where the campaign was heading.
Photo: ibnu ihza, on Unsplash. Benchmarks: HeyReach 2026.
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