Grafen, a prominent brand under Xation Co., Ltd., has established itself as a leader in Korean haircare, particularly excelling in men's grooming products. While Grafen's core offerings in South Korea focus on male grooming, their reputation in Southeast Asia is largely built on the acclaimed Root Booster Shampoo, known for its effectiveness in promoting hair growth and reducing hair loss. Grafen approached DISRUPT with the aim of revolutionizing their CPAS ad performance to boost sales in Malaysia. DISRUPT's strategic enhancements to Grafen's Meta ad account and brand presence further solidified their position as leading haircare brand on Shopee Malaysia.
PHASE 1 - Strategy Change
Ad Account Analysis
Grafen, already doing well in the hair care category on Shopee, maintained an active and dynamic CPAS Meta account. Upon taking over their Meta ad account, we leveraged their extensive ad history to gather valuable insights. By closely analyzing their campaign structure, optimization goals, and the allocation of budget between top-of-funnel (TOFU) and bottom-of-funnel (BOFU) activities, we were able to optimize and enhance their advertising strategy. This strategic approach not only improved their ad performance but also fortified their market leadership.
Ad Creative Performance
We conducted an in-depth analysis of Grafen's ad creatives, identifying which ad types performed best at various stages of the funnel. This meticulous evaluation allowed us to pinpoint their winning creatives and understand the elements that contributed to their success. Additionally, it helped us identify underperforming creatives, enabling us to strategize improvements and better utilization of these ads. With these insights, we optimized the ad creatives for specific goals, whether it was gathering new customers, cross-selling, retargeting, or leveraging them for promotional campaigns. This comprehensive approach ensured that each ad creative was effectively aligned with its intended purpose, maximizing overall campaign performance.
Advertising Strategy Development
Before making any drastic changes to Grafen's advertising campaigns, we developed a comprehensive strategy focused on testing and analysis. We wanted to see how Grafen succeeded on Shopee with their current strategy and how to improve it. Initially, we conducted small-scale tests to determine the effectiveness of different approaches, ensuring that we could refine our strategy based on real data before a full-scale launch. This phase involved deciding which existing campaigns to launch, turn off, or repurpose. By the insights that we gained from previous and current campaigns and understanding their impact, we were able to make informed decisions. This deliberate and measured approach allowed us to ensure that every campaign was strategically aligned with their goals, whether for acquiring new customers, cross-selling, or retargeting.
PHASE 2 - Campaign Setup and Optimization
Launching New Campaigns
After developing our advertising strategy and observing very positive results from our small-scale tests, we decided to move full steam ahead with a more aggressive implementation. One of the main changes we made was reallocating the ad spend between Grafen’s TOFU (top-of-funnel) and BOFU (bottom-of-funnel) campaigns. Previously, Grafen allocated a high percentage of their ad spend to BOFU campaigns due to the utilization of traffic campaigns. However, our in-depth analysis revealed that by setting up audience exclusions on the TOFU campaigns, we could significantly increase reach while decreasing frequency. This adjustment allowed us to reduce the budget for BOFU campaigns while actually enhancing performance efficiency by targeting warmer audiences. As a result, we maximized Grafen’s advertising effectiveness and solidified their leading position in the market.
A/B Testing
After observing the significant improvement in campaign efficiency, we began A/B testing various optimization goals for Grafen’s TOFU campaigns. The results showed that optimizing for Add to Cart (ATC) was more beneficial overall than optimizing for Purchases. Although the conversion rate (CVR) was higher when optimizing for Purchases, ATC optimization offered a lower CPM and Cost per ATC. This approach enabled us to build a larger, still-warm BOFU audience at a lower cost. Optimizing for ATC allowed us to allocate more funds to BOFU campaigns without impacting frequency negatively, ultimately providing a higher overall return on ad spend (ROAS) for Grafen's ad account. This strategic shift allowed us to improved Grafen’s CPAS Meta ROAS by +22.12% per month.
Continuous Optimization
Through continuous optimization and strategic implementation of spike campaigns, we were able to maximize Grafen's sales during short promotion days on Shopee. By regularly analyzing and adjusting our strategies, we ensured that each campaign was finely tuned for peak performance. Utilizing spike campaigns effectively allowed us to capitalize on high-traffic periods, driving significant sales boosts. This approach led to DISRUPT recording the 1st, 2nd, and 3rd highest sales months in the past 12 months, highlighting our success in elevating Grafen's market presence and sales efficiency. Through meticulous planning and dynamic execution, we reinforced Grafen's leadership in the hair care category on Shopee.
