Case Study: Starbucks Indonesia achieves 6× ROAS and boosts store visits with Instagram Direct

Starbucks - Customer Case Study

Starbucks Indonesia, part of the community since 2002 and positioned as a "third place" for coffee lovers, wanted to turn Instagram browsers into store visitors and boost in-store sales—particularly among new customers. The challenge was finding an engaging, measurable way to drive foot traffic from social media to physical locations.

They ran Feed and Stories ads that opened Instagram Direct threads when users tapped “Send Message,” delivering instant, limited-time coffee coupons plus store locator and in-store promotion details. This tactic drove measurable results: 6x return on ad spend, a 4.7-point lift in ad recall and a one-point lift in intent to visit stores.

Starbucks

Astrid Tanggara

Marketing General Manager