The Challenge
SELFIE was a cosmetic dentistry start-up that wanted customers in the clear aligner market in Thailand. The brand believes cosmetic dentistry can be done in a new way and reach more people. Its own line is “Spreading Happiness, One Smile at a Time”.
Primal was asked to find new customers for Impression Kits, a product few people in the market knew about. SELFIE also set a target of a very low customer acquisition cost (CAC), the cost of gaining each new customer.
Our Approach
Primal designed a paid media campaign on Google Search ads and Facebook ads. It had 2 aims, to keep the CAC low and to understand the customer journey for a product that was new to people.
Promotions and paid ads on influencer posts helped the campaign grow.
Based on what it learned about customers, Primal changed the journey to send people to LINE. Primal also tracked micro-conversions on Google, the smaller steps people take before they buy, and installed contact widget plug-ins on the website to improve the purchase journey.
Outcomes Achieved
The campaign met SELFIE’s goals and gave the brand insight into its target market. Compared with the previous quarter, revenue rose 166%, enquiries on LINE rose 73% and the customer acquisition cost fell 60%.
- 166%Increase in Revenue
- 73%Increase in Enquiries on LINE
- 60%Lower Customer Acquisition Cost
Key Insights
- Impression Kits were new to the market, so the campaign had 2 aims, a low CAC and an understanding of the customer journey.
- The customer journey was changed to send people to LINE, and enquiries on LINE rose 73% on the previous quarter.
- Revenue rose 166% on the previous quarter while the customer acquisition cost fell 60%.
