The Challenge
CC-OO, which the brand also writes as CC Double O, is a casual wear brand in the Jaspal Group. Its clothes follow American casual style, a bird is its signature logo, and the brand sums up its look as simple yet classy, confident and stylish.
For Lunar New Year, a peak period for the brand, CC-OO wanted to lift its e-commerce results with conversions it could measure, using Facebook as the main platform. The aim was to improve on the previous year’s Lunar New Year results and reach a wider mix of people.
That called for a new campaign structure and new targeting. The new approach had to draw on what earlier campaigns had shown and on finer audience segmentation, work at a larger scale, and stay in line with the brand’s business goals.
Our Approach
Primal started with a detailed analysis of CC-OO’s past campaign data and used it to refine the strategy for the peak period. Campaigns were split by gender, so each one reached a clearly defined audience, and Facebook’s In-Market audience, the people likely to be interested in the products, made the ads more relevant.
Primal ran A/B tests on the ad creative, so each change to the ads rested on data. A campaign framework set out how the budget was split between the teaser period and the main campaign days, and it took audiences step by step through the conversion journey, from the first prospecting ads to remarketing.
Outcomes Achieved
Primal worked closely with CC-OO’s team on a unified strategy, based on data. The seasonal campaigns paired promotions that had already performed well with new creative ideas, and the brand’s revenue on online marketplaces grew.
Segmented audiences came first, and the budget was adjusted as the campaigns ran, which lifted engagement and conversions. Compared with the previous year’s Lunar New Year, return on ad spend (ROAS) rose 87x. Incremental ROAS reached 189x, and the cost per acquisition (CPA) fell 86%.
- 189xIncremental ROAS
- 87xIncrease in ROAS
- 86%Lower Cost Per Acquisition (CPA)
Key Insights
- Splitting the campaigns by gender and using Facebook’s In-Market audience made the targeting more precise.
- A/B tests on the ad creative meant each change to the ads rested on data.
- A campaign framework split the budget between the teaser period and the main campaign days and took audiences from the first prospecting ads to remarketing.
- Against the previous year’s Lunar New Year, ROAS rose 87x and the CPA fell 86%.
