The Challenge
Sirena is a bridal shoe brand. Its shoes are made from Italian satin by skilled artisans. The brand already did well on the e-commerce marketplaces Shopee and Lazada, with a return on ad spend (ROAS) of 15 to 20 each month.
Sirena wanted to keep these results steady and still raise its performance. So the task for Primal was to improve on figures that were already high each month.
Our Approach
To raise ROAS further, Primal began with a thorough testing phase. The tests looked for the best mix of creative content and budget allocation to reach the right audience. Primal then put that mix in place and measured how it performed.
The work included Collaborative Performance Advertising Solution (CPAS) ads for Sirena’s Lazada store. The goal was more purchases, more revenue and a higher ROAS, within the budget already set.
Outcomes Achieved
In the execution phase, Primal used what the tests had shown. It updated the campaign creatives to show more clearly what makes Sirena’s shoes different, and gave more of the budget to the audience targets that performed better. This made the ad spend far more effective.
The campaign met and then beat its original ROAS goals, with no increase in budget. Purchases from CPAS ads on Lazada rose 144%, revenue rose 143%, ROAS rose 211% and the cost per acquisition (CPA) fell 64%.
- 144%Increase in Purchases From Lazada CPAS Ads
- 143%Increase in Revenue
- 211%Increase in Return on Ad Spend (ROAS)
- 64%Lower Cost Per Acquisition (CPA)
Key Insights
- A testing phase came first, to find the mix of creative content and budget that reached the right audience.
- The creatives were updated from what the tests showed, and more of the budget went to the audience targets that performed better.
- Purchases from CPAS ads on Lazada rose 144% and revenue rose 143%, with no increase in budget.
