The Challenge
Hooray makes a protein shake, a high-protein milk drink with no added sugar. The brand sells online through its stores on Lazada and Shopee, and Primal ran its advertising campaign for them.
The campaign ran without access to the brand’s seller centres, where the marketplaces report each store’s orders, so the ads could not be optimised on the stores’ own performance data. The drink also has a short shelf life, which made the targeting harder to decide.
Our Approach
Primal started with a strategy stage. With no seller centre data to work from and a product that does not keep for long, the approach put one group first, a remarketing audience of people who had already shown interest in the brand, and kept adding people to it throughout the campaign.
Purchases were set as the main conversion event for that audience, so the ads were optimised to reach the people most likely to buy. The aim was more revenue and a higher return on ad spend (ROAS).
Outcomes Achieved
Primal kept the remarketing audience at the centre of the campaign and used the purchase event to reach the audience segments most likely to buy. Revenue and ROAS both rose, with no seller centre access and with a product that keeps for a short time.
Revenue grew 259%, and e-commerce revenue grew 95%. ROAS rose 446% on Lazada and 235% on Shopee.
- 259%Increase in Revenue
- 446%Increase in ROAS on Lazada
- 235%Increase in ROAS on Shopee
- 95%Increase in E-Commerce Revenue
Key Insights
- With no seller centre data to work from, the campaign relied on a remarketing audience that kept growing as it ran.
- Setting purchases as the main conversion event aimed the ads at the people most likely to buy.
- ROAS rose 446% on Lazada and 235% on Shopee, and revenue grew 259%.
