The Challenge
Primal was given an aggressive challenge to increase revenue for Onitsuka Tiger across Singapore and Thailand, in a highly competitive and promotion-driven market. The brand did not offer discounts, and did not want to be seen as a sneaker brand, but focused on communicating its brand story instead.
In addition, Onitsuka Tiger wanted to drive new customers (most of its current customers were loyal customers) and to become a leading fashion brand.
In Malaysia, Onitsuka Tiger (ASICS Malaysia) was looking to increase its revenue and the number of transactions in its online store, while improving its brand positioning. This was difficult because of the rising number and saturation of competitors in paid media, particularly among fashion retail brands.
Our Approach
Singapore And Thailand
Primal ran a paid media strategy that included Google Search with the SKAGs (single keyword ad groups) technique, Google Shopping Ads, Google Display Ads, Google Discovery Ads and Google Performance Max Ads, with the primary focus of driving online sales.
This was achieved by implementing a clear plan and transparent budget utilisation, as well as utilising audiences to maximise campaign performance.
The paid media ran across paid search, paid social, marketplaces and Brand.com. The creatives were made to drive revenue growth, average order value, return on ad spend and conversion rate.
Malaysia
Primal developed an online marketing strategy using multiple channels, such as Facebook, SEM (search engine marketing), Display and Performance Max campaigns, to reach interested customers at the right time and drive purchases in Onitsuka Tiger’s online store.
Outcomes Achieved
In Malaysia, within the first 3 months, we achieved a 104% increase in revenue and a 101% increase in the number of transactions in the online store, with a consistent ROAS (return on ad spend) of 475% throughout that period.
- 120%Increase in Revenue Growth (Singapore and Thailand)
- 118%Increase in Transactions (Singapore and Thailand)
- 22%Improvement in Conversion Rate (Singapore and Thailand)
- 104%Increase in Revenue (Malaysia)
- 101%Increase in Transactions (Malaysia)
- 607%Increase in ROAS in the Online Store, Paid and Organic (Malaysia)
Key Insights
- The brand did not offer discounts in a promotion-driven market. It communicated its brand story instead.
- In Singapore and Thailand, 5 Google ad formats, from Search to Performance Max, all focused on online sales.
- A clear plan, transparent budget use and the use of audiences maximised campaign performance.
- In Malaysia, ROAS held at a consistent 475% through the first 3 months.
