E-commerce Malaysia

Activ: Growing a Senior Care E-commerce Brand from RM 28,500 to RM 142,000 a Month on Meta

Meta Ads for Activ, Respack's senior care range of adult diapers and pants sold direct to family caregivers: Advantage+ Shopping, carton bundles, catalogue retargeting, the Conversions API, an in-house caregiver video studio and page-inbox community management.

The client

Activ is Respack's senior care range — adult diapers and pants, including a hyaluronic-acid line for sensitive skin — sold direct to consumers through its own online store.

The person buying is usually not the person wearing it: it is a son, daughter or spouse caring for someone at home, often buying in bulk and often worried about leaks, skin irritation and fit.

The problem

At the start of 2024 the Meta account ran on fragmented interest campaigns. It brought in about RM 28,500 a month at a 1.5× return on ad spend, and the typical order was a single pack worth RM 42 — so each sale carried the full cost of finding the customer, and repeat bulk buyers were not being built.

What we did

  • Advantage+ Shopping consolidation. Fragmented interest campaigns folded into two Advantage+ Shopping structures, so Meta's bidding had enough purchase data to find caregivers across Malaysia.
  • Carton bundles for caregivers. Three- to six-carton bundles, and four-pack bundles with free bamboo wipes, pushed hardest around payday — the change that took the average order from RM 42 to RM 135.
  • Catalogue retargeting. Dynamic product ads for anyone who added to cart within 14 days, in carousels built around real caregiver reviews and skin-comfort benefits.
  • A caregiver video studio. 180+ assets in-house: absorbency tests, leak-protection and waist-fit demos, with Bahasa Melayu and English voiceovers and bold subtitles, 8 or more new hooks a week, and 9:16 reels paired with 1:1 carousels for lower-cost placements.
  • The Conversions API and mobile checkout. Server-side purchase events with hashed first-party matching, recovering 22% more purchase signals, plus FPX, GrabPay and Touch 'n Go eWallet on the mobile checkout.
  • Community management. Facebook and Instagram inbox handled with practical size and product guidance for caregivers; more than 18% of those chats became a purchase.

What we delivered

  • 180+ ad assets produced in-house Caregiver UGC demos, absorbency comparison reels and lifestyle statics.
  • 18+ video reels built a month Bahasa Melayu and English voiceovers, captioned for sound-off viewing.
  • 8+ new video hooks tested every week Fatigued creative pruned within 72 hours; 36.4% average thumbstop.
  • 1,500+ five-star ratings gathered after delivery Automated review requests, fed back into the ads as social proof.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (January 2024 – August 2025)

Metric Before After
Monthly Meta-attributed revenue RM 28,500 RM 142,000 (5.0×)
Blended account return on ad spend 1.5× 4.2×
Advantage+ Shopping return on ad spend 1.8× 4.8×
Catalogue retargeting return on ad spend 2.1× 5.4×
Average order value RM 42 RM 135
Diaper packs a month from Meta orders 1,100 5,400 (4.9×)
Orders a month (revenue ÷ average order value) about 680 about 1,050
Cost per pack RM 17.27 RM 6.26 (−64%)
Cost per order RM 28.00 RM 32.14 (+15%)
Purchase signals recovered by the Conversions API — +22%
Inbox chats that became a purchase — 18%+

Sources: Meta Ads Manager (revenue and return on ad spend, 7-day click / 1-day view attribution), Meta Events Manager (Conversions API signal recovery), Meta page inbox analytics (chat-to-purchase), and the client's PackXpress / Respack storefront and ERP order logs (order value, packs). Orders, cost per order and cost per pack are derived from those figures: media cost is revenue divided by return on ad spend, and orders are revenue divided by average order value. Cost per order and cost per pack are the client's Meta media cost, not shakalakaa's fee, which we do not publish.

What this means for your senior care brand

The plain-language version. Over twenty months Activ's Meta revenue grew five-fold, to RM 142,000 a month, and every RM 1.00 of ad spend now returns RM 4.20 instead of RM 1.50. The biggest shift was in what people buy: the average order tripled, from one RM 42 pack to about five packs worth RM 135. Each order now costs a little more to win — RM 32 against RM 28 — but each pack costs 64% less, and caregivers stock up instead of buying one pack at a time.

More detail on what this means for your senior care brand

What this says about shakalakaa: we run Meta Ads, creative production and the offer design behind them together, and judge a paid account on revenue and basket size rather than on the cheapest click. The same brand's organic results are in our Activ SEO case study, and the approach is set out on our e-commerce marketing page.

Related pages creative production e-commerce marketing
Related at shakalakaa e-commerce marketing programme how we work with enterprise clients

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FAQ

Frequently asked questions

What did shakalakaa do for Activ on Meta?
Consolidated the account into two Advantage+ Shopping structures, built caregiver carton bundles, added catalogue retargeting and the Conversions API, produced 180+ ad assets in-house and managed the Facebook and Instagram inbox.

What were the results?
From January 2024 to August 2025: monthly Meta-attributed revenue from RM 28,500 to RM 142,000, blended return on ad spend from 1.5× to 4.2×, average order value from RM 42 to RM 135, and packs sold from 1,100 to 5,400 a month.

Why did cost per order go up while cost per pack went down?
Because orders got much bigger. The average order grew from about 1.6 packs to about 5 packs, so an order cost RM 32.14 against RM 28.00, while the cost per pack fell from RM 17.27 to RM 6.26.

Is the cost per order shakalakaa's fee?
No. It is the client's Meta media cost divided by orders. shakalakaa does not publish its fees.
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