The Challenge
The client is a brand of stainless steel water bottles. It wanted more purchases in its Shopee store through Collaborative Performance Advertising Solution (CPAS) ads, and its campaigns centred on the peak shopping days, the double-digit days such as 11.11 and 12.12, mid-month and payday.
The challenge was to keep purchases coming between those peak days, and to spread the ad budget more efficiently across the different audience groups in each campaign.
Our Approach
Primal recommended an always-on campaign in place of short bursts around each peak day. Key opinion leaders (KOLs) were part of the approach, to keep engagement and add-to-cart activity going all the time, so that on the high-traffic shopping days the retargeting ads could reach people who were already interested.
For the remarketing campaigns, Primal set up budget controls at the ad-set level, so that spend on each audience group could be set more precisely.
Outcomes Achieved
The always-on campaign started in early 2024, with endorsements from KOLs keeping interest and engagement up through the year. Primal followed the results closely, most of all in the key shopping periods, and adjusted the retargeting to reach shoppers who had added products to their cart earlier.
Primal then set budgets at the ad-set level in the remarketing campaigns, which gave closer control of the budget and matched spend to how each audience responded. Purchases were steadier across the year and the ads reached shoppers more precisely in the main shopping periods, with purchases up 4.8x, return on ad spend (ROAS) up 4.5x and add-to-cart actions up 4.2x.
- 4.8xIncrease in Purchases
- 4.5xIncrease in Return on Ad Spend (ROAS)
- 4.2xIncrease in Add to Cart Actions
Key Insights
- An always-on campaign, in place of bursts around peak days, kept shoppers engaged between those days.
- Key opinion leaders kept add-to-cart activity going, and the retargeting ads then reached those shoppers in the key shopping periods.
- Budgets set at the ad-set level gave closer control of remarketing spend for each audience group.
- With the always-on campaign, purchases grew 4.8x and ROAS 4.5x.
