The Challenge
Skinlab sells skincare, and its store on Lazada was the focus of this campaign. The brand’s view is that beauty and wellbeing go together, so its skincare should help people feel good as well as look good.
Skinlab set high targets for revenue growth on Lazada. It wanted to compete more strongly with major skincare brands that reach the same audience.
Our Approach
Primal split the 11.11 campaign into 2 periods, a teaser period before the sale and the mega sale day itself.
The teaser period put the brand in front of as many people in the target audience as it could, so they knew about the sale before it began. On the sale day, a range of ad formats and messages reached that audience at the right time, to grow the campaign’s results.
Outcomes Achieved
Primal set up and ran the work as a Collaborative Performance Advertising Solution (CPAS) campaign. The budget allocation and the target audience were set to suit the campaign. Primal then tracked performance and optimised the ads throughout to raise the return on ad spend (ROAS).
Compared with the 10.10 campaign, the 11.11 campaign grew revenue 515.96%, purchases 477.78% and ROAS 224.7%. Skinlab also ranked in the top 5 best-selling skincare products on Lazada for 11.11.
- 515.96%Increase in Revenue
- 477.78%Increase in Purchases
- 224.7%Increase in Return on Ad Spend (ROAS)
Key Insights
- A teaser period before the sale day put Skinlab in front of its target audience early, and the sale day itself carried a range of ad formats and messages.
- The budget allocation and the target audience were set to suit the campaign, and the ads were optimised as they ran to raise ROAS.
- Skinlab ranked in the top 5 best-selling skincare products on Lazada for 11.11.
