Waris Gold
Industry
Finance
What We Did
Social Media, Ads, Packaging
Challenge
At the time, Waris Sampoerna Gold was a quiet player in a loud market. The product was solid, but the brand was barely on the radar. Distribution was limited, traditional gold shops were hesitant to carry it, and they hadn’t built much presence online. Most importantly, there was a trust gap.
Immersion
Fast forward to today, Waris has become one of the fastest-growing names in the category. They are running daily TikTok livestreams, their products are accepted by gold stores across Indonesia, and they have opened their first offline stores in major cities.
One of the first things the Waris team told us was,
“People don’t even know who we are.
We’re not even in the conversation.”
How Waris Went
from Underdog
to Everyday Gold
Waris had a strong product but lacked brand structure and presence. We helped define their identity and transformed their social media from a static catalog into an interactive, trust-building platform. This consistency became a turning point. We also guided their positioning in traditional markets—where initial rejection created a credibility gap. Over time, improved visibility and clearer communication helped Waris gain nationwide acceptance, marking a major step toward legitimacy.
Scaling Sales Through
Education, Not Just Ads
One of Waris’s biggest growth moments came through TikTok. We helped them build an always-on live strategy: a mix of education, trust-building, and real-time shopping. Viewers could ask questions, learn about the product, and buy gold directly during the stream. Aside from frequency, what made it work was how personal and consistent the content felt.
Shopping live stream
on TikTok
With live shopping contributing to a 200%
increase in revenue, TikTok became a core
channel in their sales funnel.
Revenue Growth
+200%
@warissampoernagold
WARIS ADS
We supported daily content and ran targeted ads, reaching up to 10x ROAS. Clear, consistent messaging made performance marketing work.
Rp
128.257
k
Purchases
Rp
11.506
k
Amount Spent
ROAS
UP TO
10%
Packaging,
Collaborations,
and Offline Experience
One of our favorite parts of this project was designing non-regular packaging: collections for babies, Ramadan, Christmas, even Chinese zodiac editions like the Year of the Dragon. They gave customers reasons to buy gold as a personal or cultural gift, not just an investment. That emotional connection matters more than most people think.
We also supported Waris’s collaboration
strategy with key KOLs like Arief Muhammad
and Natasha Surya to help build credibility
with wider audiences. Each partnership was
chosen for how well the personality fit with
the brand’s values and audience behavior.
NEW STORIES,
NEW STORIES
Finally, when Waris opened its first offline stores in Jakarta and Surabaya, we advised on how to make the physical experience reflect what customers already knew from their online journey. For gold buyers (many of whom still prefer physical transactions) this step reinforced that Waris was here to stay.
Impact
Helping Waris grow taught us the lesson in understanding what builds trust in an industry like gold and being relentless in executing the basics well. It is also a reminder that brand growth isn’t always about reinvention. Sometimes, it’s about refinement. About doing the right things consistently and knowing when to push for the next step. PORTA is proud to have walked that path with them.
Industry
Finance
What We Did
Social Media, Ads, Packaging
