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A wet hand above a black AIWA speaker splashed with water on the stone edge of a blue swimming pool, a pink float behind

How AIWA Earned 9.9M In Revenue In 3 Months

Project Scope: Strategy, Performance, Social, Creative, Data

The Challenge

AIWA is known for audio products that are competitively priced and high in quality. The brand wanted a fresher image and more interest from younger consumers in Thailand, in a market with many established audio brands.

The task was to give AIWA a clear position with young people that set it apart from those brands. It also needed more awareness among online audiences, and more revenue from Collaborative Performance Advertising Solution (CPAS) campaigns.

A hand reaching for a pink AIWA speaker beside a black AIWA speaker on a wet pink pool float

Our Approach

Ad Creative

Primal ran a social campaign to get consumers to engage with AIWA. The creative tied the key products to moments that felt culturally relevant to the target audience.

We made a wide range of ad creatives, each one for a different segment of AIWA’s target audience, so that the visuals would appeal to people with different tastes.

  • A hand holding a wet pink AIWA speaker in front of a tuk-tuk and a crowd with water guns, under the model name AIWA BST-330T and a Thai headline
  • A hand holding a pink AIWA speaker in a splash of water, with a Thai headline in blue letters

Media Strategy

Primal set up the media budget so that it could change from month to month. More of the budget went into the peak months, to reach as many people as possible and get the most engagement.

Social Content

AIWA’s audience needed to learn about the products and to feel part of a community. Primal produced Facebook content every month that taught people about the products.

Each post centred on AIWA’s selling point of affordable luxury, with the aim of growing a stronger community of informed and engaged consumers.

  • A wet black AIWA speaker lying on a bright pink pool float next to blue water
  • A hand holding a pink AIWA speaker above the clear blue water of a swimming pool

Outcomes Achieved

Over the latest 3-month campaign, AIWA earned 9.9M in revenue at a return on ad spend (ROAS) of 22.7x, and its cost per click (CPC) was 16% lower.

  • 9.9MRevenue
  • 22.7xReturn on Ad Spend (ROAS)
  • 16%Lower Cost Per Click (CPC)

Key Insights

  • In a market with many established audio brands, AIWA needed a clear position that set it apart for younger consumers.
  • Ad creatives made for each audience segment, set in moments that felt culturally relevant, aimed to appeal to people with different tastes.
  • A media budget that could change month to month put more spend into the peak months, for the most reach and engagement.
  • Monthly Facebook content on affordable luxury taught people about the products, and the 3-month campaign earned 9.9M in revenue at a 22.7x ROAS.

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