The Challenge
This brand makes lightweight, comfortable shoes meant for everyone. During the pandemic, people spent most of their time at home, and buying new shoes became a lower priority for its customers.
The brand had to win new customers and keep its existing ones while buying habits changed quickly. It also needed its shoes to stay current and in demand, so that revenue would grow from both groups.
Our Approach
Primal defined an audience of high-potential shoppers that matched the brand’s two goals, winning new customers and selling more to its loyal ones.
We made purchases the main optimisation goal of the campaign, because purchases are the measure that tracks revenue. The strategy balanced cost control with reaching the campaign’s targets in a competitive market.
Outcomes Achieved
Aiming the ads at a chosen group of high-potential shoppers, with purchases as the goal, kept the campaign tied to the brand’s revenue targets. Traffic, revenue and return on ad spend (ROAS) all rose.
Year on year, revenue on Shopee grew 62%, orders rose 34% and units purchased rose 33%.
- 62%Increase in Revenue
- 34%Increase in Orders
- 33%Increase in Units Purchased
Key Insights
- With customers at home during the pandemic, the brand had to win new customers and keep its existing ones at the same time.
- Setting purchases as the main goal tied the campaign to the measure that tracks revenue.
- Revenue on Shopee grew 62%, orders rose 34% and units purchased rose 33%.
