The Challenge
Would You Love It is a beauty store. It sells a selection of cosmetics and skincare for people who like to give their skin extra care. The brand wants to be the place where shoppers find beauty products they love.
The brand asked for revenue from new target audiences and wanted to keep more of its existing customers. But it had just launched a new ad account, and the new account limited the audiences it could reach. The limit hit the in-app audience hardest. These app users were its main target group, so the limit made the first campaigns harder to run.
Our Approach
Primal set up a customer list, a pool of people with a high chance of buying. The campaigns used purchases as the main conversion event, above all while the pool of in-app users grew.
The team also designed tests of other conversion events in the prospecting campaign, view content and add to cart. The aim was to find the campaign structure that brought in good-quality users who were more likely to engage with the shop.
Outcomes Achieved
Once the campaigns ran, Primal managed the customer list closely and refined the targeting to raise engagement. The tests of conversion events showed which ones led to the most useful interactions. Primal grew the in-app user pool and kept the targeting of new prospects precise at the same time, which made the audiences ready for later remarketing campaigns.
This dealt with the audience limits of the new ad account and kept the campaigns working well in the months that followed. Revenue on Lazada rose 64% year on year, the average order value (AOV) rose 83% and revenue per buyer rose 89%.
- 64%Increase in Revenue on Lazada
- 83%Increase in Average Order Value (AOV)
- 89%Increase in Revenue Per Buyer
Key Insights
- A new ad account limited the audiences the brand could reach, so Primal set up a customer list of people with a high chance of buying.
- Purchases were the main conversion event, and tests of view content and add to cart showed which conversion events worked best.
- Revenue on Lazada rose 64% year on year, and revenue per buyer rose 89%.
