The Challenge
Under Armour Southeast Asia approached Primal with a clear goal, to drive positive market growth in 7 countries (Singapore, Thailand, Malaysia, Indonesia, the Philippines, Hong Kong and Vietnam) on all 3 conversion paths (Lazada, Shopee and Brand.com).
In these markets, Under Armour was consistently losing market share to other major sporting goods brands.
The challenge was to grow market share across several countries while keeping a consistent brand voice.
Our Approach
Primal focused on Facebook advertising to drive revenue growth on CPAS (Collaborative Performance Advertising Solution) campaigns for Lazada and Shopee, and on Brand.com, for the Southeast Asian market.
We used a lot of A/B testing on creatives and key messaging to optimise the campaign for revenue growth. This resulted in a media strategy adapted to each market and the behaviour of its consumers.
An always-on approach kept brand recall up between sales. A focused conversion campaign then drove revenue during each monthly mega sale, taking consumers through an accelerated consumer journey.
Outcomes Achieved
- 350%Reduction in Overall Cost per Order Across 7 Countries
- 266%Increase in Overall Reach Across 7 Countries
- 2,506%Increase in Overall Ad Recall Lift Across 7 Countries
Key Insights
- Facebook advertising served all 3 conversion paths: CPAS campaigns for Lazada and Shopee, and Brand.com.
- A/B testing on creatives and key messaging optimised the campaign for revenue growth.
- Each of the 7 markets had a media strategy adapted to the behaviour of its consumers.
- Always-on activity held brand recall, and a focused conversion campaign drove revenue during each monthly mega sale.
