The Trust Arbitrage: How Mom Uung Scaled by Borrowing Credibility

The article discusses the trust gap between brands and customers, especially for startups. Mom Uung, an Indonesian maternity brand, addressed this by shifting from traditional ads to Partnership Ads on Meta. They collaborated with trusted creators and influencers, focusing on education and support rather than direct selling.

This strategy reduced their cost per purchase by 75%, increased reach through established communities, and built institutional credibility. The key lesson is to borrow trust from existing trusted voices instead of trying to buy attention directly.