The Challenge
This brand makes skincare and make-up and is recognised around the world. For its 11.11 campaign in 2022, the brand’s regional team set a key performance indicator (KPI) for Thailand alone of 6.5 million baht in gross merchandise value (GMV) from Google and Facebook.
The regional team prepared a strategy to reach that target that also covered the awareness and consideration stages, in a Thai skincare and cosmetics market with a high level of competition.
Primal saw that shoppers in Thailand are influenced by creators such as celebrities, influencers and public figures. So the digital marketing approach set out to raise purchase intent, with promotions on Google and Facebook from 2022-10.
Our Approach
Primal worked with the brand to analyse which promotions would work best in 2022-10 and 2022-11. With so much competition, the campaign paired attractive promotion creative with an influencer, a combination with high response rates, to drive engagement, clicks and purchases.
The audience was price-sensitive, so Primal split the promotion into 5 phases across the 39 days before 11.11. The pre-launch phases included public relations (PR) seeding and a Warm-Up promotion with a bounce-back e-voucher for orders above a minimum spend.
Outcomes Achieved
The campaign met the brand’s regional KPI in the season with the most competition, and revenue passed the 11.11 target by 31%. Facebook brought in more GMV than any other channel during the 11.11 campaign, and Facebook ads brought more than 25% of the campaign’s total revenue.
- 31%Above the 11.11 Revenue Target
- 25%+Of Total Revenue From Facebook Ads
Key Insights
- Shoppers in Thailand are influenced by creators, so the promotion creative was paired with an influencer.
- For a price-sensitive audience, the promotion ran in 5 phases across the 39 days before 11.11.
- Facebook brought in the most GMV of any channel, and Facebook ads brought more than 25% of total revenue.
