The Challenge
Huxley is a contemporary skincare brand from Korea. It makes premium products with high-quality ingredients from nature, for the skin concerns of modern life.
Most of Huxley’s revenue came through offline distribution, which the COVID-19 pandemic disrupted. The brand wanted more visibility and more purchases on Lazada, where its past Collaborative Performance Advertising Solution (CPAS) campaigns on Facebook had used banner ads.
Our Approach
Primal replaced the past banner set-up with dynamic carousel ads for prospecting, which reach shoppers who are new to the brand.
The campaigns used view content as their objective. This worked better with Facebook’s machine learning than the past set-up, and traffic and purchases on Huxley’s Lazada store rose significantly.
Outcomes Achieved
Primal set up and ran YouTube ads and Facebook Collaborative Ads, the CPAS format, with Huxley’s own videos, to raise the brand’s visibility and its purchases on the marketplace. For the marketplace’s sale events, such as Double Digits and Mega Sale, the ads followed the order Facebook recommends, with view content ads first, then teaser ads, then ads on the day of the sale, so shoppers saw the brand at each step before they bought.
Against the past banner campaigns, return on ad spend (ROAS) rose 250% and the cost per click (CPC) was 10x lower.
Brand Day, a separate campaign for Huxley with the same method of Facebook CPAS ads to its Lazada store, ran from 2021-05-12 to 2021-05-17. It produced revenue of about 1.6 million baht against a target of 840,000 baht, a ROAS of 7.76 against a target of 4, and 721 purchases.
- 250%Increase in ROAS Over Past Banner Campaigns
- 10xLower Cost Per Click (CPC) Than Past Banner Campaigns
- 721Purchases in the Brand Day Campaign
Key Insights
- Dynamic carousel ads for prospecting, with a view content objective, took the place of the banner ads and worked better with Facebook’s machine learning.
- For marketplace sale events, the ads ran in the order Facebook recommends, from view content ads to teaser ads to ads on the day of the sale.
- Against the past banner campaigns, ROAS rose 250% and the cost per click was 10x lower. The Brand Day campaign went above both its revenue target and its ROAS target.
