The Challenge
Satin has worked in the bedding industry for over 60 years. It makes bedding products such as mattresses, and it produces and distributes 4 bedding brands of its own. The company wanted to grow its production capacity and its distribution channels.
Online, Satin wanted to grow its e-commerce business, with Meta’s Collaborative Performance Advertising Solution (CPAS) on Facebook as the main channel for more purchases on Shopee. A CPAS ad shows a product on Facebook and takes the shopper to that product on Shopee.
Our Approach
Primal worked with Satin to analyse which promotions had performed best in the previous period. Primal then proposed new A/B tests on the ad creative, which compare 2 versions of an ad, to grow revenue on the marketplace further.
Primal also set up a new campaign structure and allocated the budget for the seasonal campaigns. Each seasonal campaign had a teaser period and a D-Day period, the main day of the campaign.
Outcomes Achieved
The campaigns took each audience through the whole path to purchase, from prospecting ads that reach new people to remarketing ads that reach people who have already shown interest. Primal split the audience into segments and set a priority for each one.
Performance rose sharply in each seasonal campaign. Revenue grew 368% and the number of purchases grew 385.3%. Return on ad spend (ROAS) rose 285.5%, and the cost per purchase fell 75%.
- 368%Increase in Revenue
- 385.3%Increase in Number of Purchases
- 285.5%Increase in ROAS
- 75%Lower Cost Per Purchase
Key Insights
- The work began with the promotions that had performed best in the previous period, then added A/B tests on the ad creative.
- Each seasonal campaign had a new structure and a set budget, with a teaser period and a D-Day period.
- Taking each audience segment from prospecting to remarketing raised performance in every seasonal campaign, and revenue grew 368%.
