Exceeded Sales Revenue Target for 11.11 campaign

Media

Family-owned company, a leader in skincare and make-up and operate in nearly 150 countries.

Challenge

The client is a skincare and make-up manufacturer which is now recognised worldwide. The client is looking to achieve the KPI set by regional team for the 11.11 sales campaign by receiving GMV target at 6.5 Million Baht (Only Thailand) for both Google and Facebook.

The client’s regional team prepared a strategy to achieve this while also taking in blast awareness and consideration stage to achieve their regional KPI in a highly competitive Skincare and Cosmetic industry in Thailand.

We realised that the target customer in Thailand are influenced by creators such as celebrities, influencers or public figures. Therefore, we also implement the digital marketing strategy to maximise purchase intent by launching promotion from Google and Facebook since October.

Enhancing beauty, preserving our planet's beauty

Approach

Primal aligned with the client to analyse promotions that will be the most effective for the month of OCT and NOV 2022. In such a highly competitive landscape, an attractive promotion creative combined with an Influencer was used which had high response rates to help in driving engagement, clicks, and sells.

Additionally, as we noticed that our target audience are price sensitive shopper, we then implemented the strategy and separated promotion into 5 phrases which setup pre-launch before D-Day over 39 days by creating PR seeding and launch a Warm-Up promotion as consisting of 1,111 THB Bounce Back e-Voucher with minimum spent 6,000 THB.

Results

As the result, Primal was able to deliver a significant improvement in performance and achieved the client's regional KPI during the highest competitive season which Facebook generated the highest number of GMV during 11.11 campaign.