Advertiser: Estee Lauder Brand: Jo Malone London Creative Agency: CONSIDER IPROSPECT MALAYSIA SDN BHD Credits: -
Objective & Challenge
Jo Malone London is a British lifestyle brand known for its unique fragrance portfolio and luxury products for the bath, body and home. Jo Malone London primarily focused on the Lazada marketplace for their e-commerce transactions, but in 2022 they added e-commerce capabilities to their own website. This raised concerns about potential traffic competition between the Lazada marketplace and the website, particularly during the end-of-year holiday season. While the Lazada team prepared for the 11.11 and 12.12 campaigns, the brand team worked on a separate Christmas campaign for the website. Historically, the 11.11 campaign generated the highest revenue and sales for the brand, while the 12.12 campaign struggled to perform, although still maintaining a positive return on ad spend (ROAS). The marketplace team worried that running a concurrent Christmas campaign would further weaken the 12.12 campaign, potentially causing the campaign’s ROAS to drop below 1. During the campaign planning phase, we recognized the importance of dividing our focus and targeting specific channels for each individual campaign.
Insight & Strategy
Recognizing the significance of the 11.11 campaign as the brand’s most important event, we allocated our marketplace budgets accordingly. We implemented a comprehensive full-funnel strategy, leveraging on channels such as Meta, TikTok, Google Display, and YouTube. This approach allowed us to maximize sales for the 11.11 campaign while maintaining overall budget efficiency for the Marketplace team. Consequently, we made the decision to reduce the budget for the 12.12 campaign in order to prioritize results and campaign efficiency. We chose to focus solely on the Meta channel, as it had historically been instrumental in driving revenue for us. By concentrating on revenue-driving channels, we were able to closely monitor and optimize our campaigns, ensuring a positive return on ad spend (ROAS) throughout the campaign period. Having addressed the concerns of the marketplace team, our focus then shifted to supporting the brand team in achieving their website objectives. The Christmas campaign was anticipated to be the highlight of the year for the website, driving overall traffic and revenue goals for 2022. By leveraging our audience insights, we identified that website users were primarily interested in product discovery and knowledge, rather than being solely driven by promotional codes or discounts as seen on marketplaces. To align with these user preferences, we strategically utilized channels such as TikTok, YouTube, and Google Search to effectively drive website traffic and revenue. This approach allowed us to optimize our campaigns and ensure they aligned with the audience’s intent, ultimately helping us achieve our objectives.
After the conclusion of the 11.11 campaign, we implemented a two-week cooling off period during which we focused our brand budget on maximizing reach, frequency, and engagement through social media posts. On November 26th, we initiated the Meta Traffic campaign for the upcoming 12.12 promotion, aiming to subtly generate interest among users. During this phase, we allocated only 20% of our overall budget, as we anticipated lower traffic and revenue numbers. At the start of December, we introduced more call-to-action (CTA) focused ads for the Meta Traffic campaigns, while simultaneously launching the Meta Conversion campaign for 12.12. We gradually introduced the Christmas campaign on the website, prioritizing awareness and reach through YouTube Skippable In-Stream ads and TikTok Reach and Frequency ads. This approach allowed us to give 12.12 campaign the main focus in terms of traffic and revenue, without compromising on the awareness phase of our Christmas campaign. Following the completion of 12.12, we shifted our strategy to focus on driving traffic and revenue for the Christmas campaign. This was achieved by transitioning TikTok to the traffic objective and adjusting our YouTube campaign towards TruView for Action. Additionally, we introduced the Meta Conversion campaign for the website, as it has proven to be the brand’s most important revenue driver.
All three campaigns, the 11.11, 12.12, and Christmas campaigns, exceeded expectations and delivered impressive results. The 11.11 campaign achieved an outstanding return on ad spend (ROAS) of 5.3, making it the second best-performing brand within the Estee Lauder portfolios for the 11.11 campaign. With a campaign reach of over 750k, we successfully drove traffic to the Lazada store at a low cost of RM0.45. The 12.12 campaign also performed exceptionally well, achieving a positive ROAS of 3.9 and surpassing the previous year’s performance. Despite a reduced budget, we were able to achieve a healthy reach of 450k and drove traffic to the Lazada store at an even lower cost of RM0.24. The Christmas campaign achieved an impressive ROAS of 3.2. Moreover, we surpassed our traffic targets by achieving 180% of the initial goals. This success can be attributed to the high overall click-through rate (CTR) of over 4% and the overall cost per click (CPC) of under RM0.20. Overall, these campaigns delivered exceptional results in terms of return on investment, reach, traffic generation, and cost efficiency.