Challenge

A Prestige UK makeup Brand, a top-selling cosmetics brand sold through Central Online, faced the challenge of improving Return on Ad Spend (ROAS) compared to previous campaigns. The existing campaigns were not effectively aligned with the sales goals, and audience segmentation and geographic targeting were limited, which hindered the brand’s ability to reach a wider and more diverse customer base.

Luxe skincare, makeup, and fragrance that empower individuals to take on anything.

Approach

Primal approached this challenge by first adjusting the event type in the campaign to better align with the sales objectives. By selecting events that directly supported purchase goals, the campaign could focus more on conversion-driven actions. Additionally, target audiences were segmented more effectively to ensure the right messaging reached the right audience. Expanding the geographic targeting to encompass the whole of Thailand was also a key element in the strategy, building brand engagement with a broader audience.

Results

Upon execution, the adjustments led to a significant improvement in campaign performance. The refined audience segmentation allowed for more relevant ad targeting. Meanwhile, the expanded geographic coverage ensured the brand reached a diverse customer base across Thailand. These changes resulted in a notable increase in ROAS, demonstrating the effectiveness of aligning event types with sales goals, better audience segmentation, and broader location targeting.

I want these numbers

2.7x

ROAS Increase

56%

CVR% Increase

I want these numbers
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