The Challenge
This brand sells premium makeup and sets out to help people feel confident through its products. In Thailand, its products are sold through an online retailer.
The brand asked Primal to raise its return on ad spend (ROAS) above that of its previous campaigns. Those campaigns were not set up around its purchase goals, and their audience segments and location targeting were limited. This kept the brand from reaching a wider and more varied group of customers in Thailand.
Our Approach
Primal first changed the event each campaign optimised for. We chose events tied directly to a purchase, so the campaigns focused on the actions that lead to an order.
We then split the audience into clearer segments, so the right message reached each group. We also widened the location targeting to the whole of Thailand, to engage a larger and more varied audience with the brand.
Outcomes Achieved
After the changes, the campaigns performed better. The clearer segments made the ads more relevant to the people who saw them, and the wider location targeting reached customers across Thailand. The conversion rate rose 56%, and within 4 months ROAS grew 2.7x.
From 2024-07 to 2024-11, the campaigns brought 697 purchases with a purchase value of 1,970,720 baht, against 410 purchases and 903,062 baht from 2024-01 to 2024-06.
- 2.7xGrowth in ROAS
- 56%Increase in Conversion Rate
- 697Purchases, From 410 in the Period Before
Key Insights
- Optimising for events tied to a purchase focused the campaigns on the actions that lead to an order.
- Clearer audience segments made each ad more relevant to the group that saw it.
- Widening the location targeting to the whole of Thailand reached a more varied group of customers.
- Together, the 3 changes grew ROAS 2.7x and raised the conversion rate 56%.
