The Challenge
The Summer Coffee Company was founded in 2017. Besides roasting coffee, it sources green beans and sells brewing equipment, and it wants to bring high quality coffee to both home brewers and retailers.
Primal was asked to raise return on ad spend (ROAS) for The Summer Coffee on Shopee, a competitive and promotion-driven marketplace, during Thailand’s e-commerce off-season, from 2022-01 to 2022-04. The target for the campaign was a ROAS of at least 5.
Our Approach
Primal created one integrated campaign with engagement, prospecting, cross-selling and retargeting ads, to reach people at each stage of the funnel and lift the average order value.
We asked the client for detailed customer lists and analysed past performance to find the best-performing audience, the remarketing audience, then set a separate budget for it so the ads reached everyone in that group.
Outcomes Achieved
The ads ran as CPAS ads (Meta’s Collaborative Performance Advertising Solution) on Facebook, linked to the brand’s Shopee store, which put the products in front of shoppers most likely to buy. After launch the campaign drove more add-to-cart actions, higher spend per customer and a higher ROAS.
- 55%Increase in Purchase Value
- 35%Lower Cost Per Purchase
- 60%Increase in Average Order Value
- 18.8%Higher ROAS Than the Target
Key Insights
- The off-season still sold. The ROAS target of 5 was beaten by 18.8% between 2022-01 and 2022-04.
- A separate budget for the remarketing audience made sure the best-performing group saw every ad.
- A CPAS ad links a Facebook ad to the Shopee product, so the shopper reaches the page where they can buy.
