Case Study
Melissa
Background
Country
Singapore
Service
Performance Marketing
Industry
Retail
Platform
OBJECTIVE
How a traditional fashion retail brand boosted its online sales during Covid-19 thanks to Performance Marketing
ABOUT MELISSA
Melissa is a Brazilian vegan shoe brand well established in Singapore through a network of retail stores.
THE CHALLENGE
When we started to work for Melissa in Singapore, its retail sales represented 75% of their total sales, and online sales only 25%. In the months leading up to Covid-19 hitting Singapore, Melissa had already anticipated the need to strengthen its digital marketing strategy in order to achieve a healthier mix between off and online sales and to capture an audience of millennials, that are used to shopping online.
Within a few months after we started to work on the Performance Marketing strategy, Singapore was hit by Covid-19 and all retail shops were forced to close their doors for an unknown period of time. This unprecedented situation made it even more necessary for retail brands to transition to digital and drive sales from e-commerce instead.
Two types of reactions were observed among retail brands, they either panicked and stopped all marketing activities or they pivoted and evolved. Instead of stopping all their marketing efforts and wait until things passed, Melissa chose to focus its efforts on Performance Marketing in order to grow online sales and compensate the losses of the offline channels.
Our Strategy
1
Optimization of the tracking
We fixed the website tracking in order to make sure all our Google & FB campaigns were optimised according to the website visitors' behaviours.
2
Implementation of
a Funnel campaign structure
Implementation of a Funnel campaign
structure
We set up scalable campaign structures across all Media Buying Channels in order to have better budgetary control.
3
Media Buying Modelization
When the client closed its stores in Singapore, it decided to allocate more budget to online channels and requested our help to decide how to spend it. Our team built a model reflecting the evolution of the Media Budget spend over the months and the estimated impact on the revenue generated.
4
Strategically replacing
the use of static banners with
Motion Videos
Strategically replacing the use of static
banners with Motion Videos
Further improved performance both regarding reduction in cost per action and improvements in ROAS and Revenue performance
The Result
x
0
Purchase online
+
0
%
ROAS
+
0
%
Conversions online
THE WINNING APPROACH
Focus on A/B Testing and Motion Video
Melissa team decided to ramp up it's Digital Marketing budget in order to achieve more sales
online, to continue to drive revenue while the store were closed.
With more budget, Elixus team decided to focus its strategy into driving conversions by AB testing
ads formats on Facebook (static, GIF, Carousel) launching new Ads formats on Google such as
Shopping Ads and Discovery Ads.
Carousel Ads
Best Performing Format for Conversions
Best Performing Format for Conversions
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