Why Rocketindo's CEO is banking on social media and content to fuel growth in Indonesia

Rocketindo, an eCommerce enabler in Indonesia, has achieved a double-digit return on ad spend (ROAS) by focusing on an omni-channel marketing strategy that bypasses traditional media.

The success of Rocketindo - which specialises in accommodating Taiwanese companies to enter Indonesia, especially beauty brands - underscores the significance of performance-driven digital marketing, where targeted engagement and conversion take precedence over conventional reach.

MARKETING-INTERACTIVE sat down with the company's CEO, Daniel Liu (pictured), to discuss how it leverages social media and commerce to drive sales, while integrating multiple communication and distribution channels to reinforce its role as a strategic partner for international brands entering the Indonesian market.

In-house livestreamers, social media specialists

Rocketindo sets itself apart with an in-house team of livestreamers and social media specialists who drive product promotions across platforms like TikTok Shop and Shopee, blending content creation with commerce.

Its Jakarta headquarters is equipped with dedicated livestreaming rooms, enabling real-time product showcases and interactive sessions that boost engagement and sales performance.

"In the beginning, I thought the key to marketing Taiwanese products was highlighting what sets them apart from local options. To achieve that, I saw social media as essential. Relying solely on ads or KOLs would cost a lot of money," Liu said.

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However, livestreaming is only one of Rocketindo's marketing tools, Liu emphasised. The firm's main focus has been organic growth on social media through video content. Understanding platform algorithms has allowed it to create videos that reach audiences without relying on paid ads, Liu said.

This approach has led the company to produce videos featuring its own employees, not only for its own channels but also for partner brands, which include skincare labels Polynia and Eileen Grace, as well as shapewear brand Mama Way and shampoo label Miss Daisy.

With this strategy, Rocketindo prioritises hiring Gen Z employees who are more adept at social media marketing. While livestreamers and social media specialists are recruited primarily to promote products on digital platforms, they often involve other employees in their efforts. Even Liu and top management take part, reinforcing the strategy from within.

Data team optimising content daily

Currently, around 60-70 social media specialists are working on digital content, making up about half of Rocketindo's total workforce. Around 15 of them focus on livestreaming. On special occasions such as the National Online Shopping Day, they livestream continuously for 24 hours, rotating shifts with other employees.

Several criteria are used to measure the success of video content, including view count, likes, saves, shares, and comments. For livestreaming, key metrics include the duration of the stream and the number of concurrent viewers.

The approach is strategic and data-driven, ensuring every decision is intentional, Liu stressed. "We have a data team that helps optimise the content we create using data-driven insights. Every day, we review and refine our content to improve it. A lot of detail goes into each video - while some may appear similar from the outside, they actually differ in many aspects," he said.

KOLs are still part of the strategy, but they're no longer the main focus. Liu suggested that KOLs' impact might have diminished compared to three years ago; with the abundance of endorsements, audiences may be less inclined to fully trust the products being promoted. "So the lifecycle for a KOL is maybe just 1-2 years," Liu explained.

Nevertheless, KOLs remain effective for brand awareness, leveraging their popularity to amplify reach and visibility, but they shouldn't be relied on to drive sales, he added.

All these efforts have helped increase its ROAS to 14-15. As a new brand entering the market, Rocketindo initially targeted a ROAS of 3-5 before aiming to exceed 10 after a year.

"To achieve this double-digit ROAS, it's important to have strong organic traffic. Every day, we create content, optimise it, and analyse videos to drive results," Liu concluded.

Branching out beyond beauty

Most recently, Rocketindo has signed an agreement with Taiwanese skincare brand Naruko, set to launch in Indonesia this May. However, it has also branched out into the edible product category by developing Nutri & Beyond, its own fiber-rich health drink.

While introducing premium global brands to Indonesia, it is also launching its own private labels, manufactured locally. Besides Nutri & Beyond, these include fragrance brand PastNine, hair care label Ivy & Lily, body care product Mossèru, and cosmetics brand Cléviant.

"We don't want to limit ourselves to the beauty category - we aim to be a brand builder across various consumer products. While we started with beauty, it doesn't mean we're stuck in that category. With more time and experience, we want to explore new opportunities," Liu said.

Several of Rocketindo's brands have secured top rankings at the Shopee Category Awards 2025, including: SH-RD (hair care intense), Eileen Grace (acne serum), Mirae (electric facial cleansing device), Mossèru (brightening serum), and Cléviant (water tint), the company said.

Founded in 2016, Rocketindo provides end-to-end brand expansion services, including eCommerce operations, offline market penetration, KOL collaborations, logistics, and regulatory compliance. The company has collaborated with more than 1,000 traditional and 300 modern outlets, extending its presence to over 50 cities. 

The firm's offline expansion is also gaining momentum with the launch of Pinkrocket, its flagship retail store concept designed to enhance consumer engagement.

The company has been profitable, recording a GMV of US$17 million in 2023, which grew to US$24 million in 2024. Looking ahead, it has set an ambitious target of approximately US$40 million to US$45 million for 2025. Its team has expanded to over 150 members, up from just 30 in 2022, before relocating its headquarters to the Thamrin Nine complex.

Aiming for a Taiwan listing in 2027, its current goal is to strengthen its private brand sector, targeting a twofold increase in private brands this year. It has invested in R&D and technology to scale its private labels for the mass market, in contrast to the premium positioning of its international partners.

With this, Rocketindo launched a campaign this year called "Local Pride," aiming to make its brand more relatable to Indonesians. While driving impact in communities through NGO programmes, it wants to reinforce the message of being an accessible and relatable brand, Rocketindo said.

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