Testing the Effectiveness of Content Marketing Matrix in Instagram Advertising: A Case Study of Studio Dakssa, Yogyakarta, Indonesia

Abstract

The creative agency industry in Yogyakarta has shown remarkable growth, driven by the increasing awareness of businesses about the importance of building a strong social media presence. Among the services offered, brand identity holds significant potential, as it enhances brand image, credibility, and long-term consumer value. This study focuses on Studio Dakssa, which aims to analyze its business performance and evaluate the effectiveness of a content marketing matrix-based strategy in supporting brand identity services and driving sustainable sales growth. The initial business plan was comprehensive, covering production, marketing, finance, and human resources. However, several challenges arose during implementation, primarily related to content consistency and limited advertising budget allocation. We conducted a 3-day randomized A/B ad test. The primary outcomes in this study are conversion rate and cost per acquisition (CPA), while secondary outcomes include click-through rate (CTR) and cost per click (CPC). Conversions were defined as a click that leads to service booking form, WhatsApp message, or partnership contract with 7D click attribution. The results showed that educate matrix trial obtained a CTR of 4.67% (95% CI: 3.92-5.42) from 7 clicks for 150 impressions, with a CPC of IDR 307 and a CPA of IDR 60,000 which directly contributed to new clients for its Brand Identity services. These findings highlight that a data-driven content marketing approach can significantly increase brand awareness and conversion rates, even under budget constraints. Moreover, the use of the content marketing matrix provides a measurable framework for evaluating content effectiveness. The insights from this implementation will enable Studio Dakssa to refine its future marketing strategies and also provides insights for creative agencies and other MSMEs in optimizing limited advertising budgets through data-driven content strategies.