The Challenge
The client offers personalised online workout programmes and nutrition coaching in Bangkok. Its aim is to help its customers stay healthy for life.
It wanted more revenue from online purchases of its diet supplements, but digital platforms place strict restrictions on this kind of advertising. It also ran no promotions in the busiest shopping periods, such as double-digit dates, mid-month and payday, so it could not make use of the extra traffic those dates bring. It needed a way to work within the ad restrictions and still grow online purchases.
Our Approach
Primal designed campaigns for each stage of the buying process, with separate objectives for content views, add-to-cart actions and purchases. The content view campaign aimed at prospecting audiences, lookalike audiences and broad segments, to reach as many people as possible.
The add-to-cart campaigns performed well from the start, so Primal restructured the account to focus more on that conversion. The new setup ran 2 separate add-to-cart campaigns, one for new prospecting audiences and one for custom audiences from Facebook and Instagram. A purchase campaign retargeted people who had interacted with the product catalogue.
The client had few ad creatives to work with, so Primal introduced dynamic ads, which made the ads more flexible and more relevant to each person who saw them.
Outcomes Achieved
The restructured campaigns launched with better targeting and a focus on the key conversion points. The 2 add-to-cart campaigns used data insights to reach the audiences most likely to convert. The purchase campaign retargeted people who had engaged with the dynamic ads, which Primal optimised every month to get the most from the single creative available.
Conversion rates rose and online revenue grew in periods with no promotions. Purchases rose 2.2x, return on ad spend (ROAS) rose 63.2% and add-to-cart actions rose 81%.
- 2.2xIncrease in Purchases
- 63.2%Increase in Return on Ad Spend (ROAS)
- 81%Increase in Add to Cart Actions
Key Insights
- Early add-to-cart results led to a restructure, with one add-to-cart campaign for new audiences and one for custom audiences from Facebook and Instagram.
- Dynamic ads, optimised every month, got the most from the single creative the client had.
- Purchases rose 2.2x and ROAS rose 63.2%, with online revenue growing in periods with no promotions.
