CRABTREE & EVELYN 11/11 SINGLES DAY

Background: The first paid social effort for both C&E Singapore and Malaysia, this project capitalised on the 11/11 frenzy in a bid to capture market share and create awareness for the newly launched e-Commerce websites.

Execution:

1) One-for-one promotion on the website from 9-11 Nov 2018

For the Singles Day weekend, I created Facebook GIF (video) and Carousel ads and targeted both Singapore and Malaysia markets to drive traffic to our websites.

 

2) Hourly deals on 11 Nov 2018 from 12pm to 11pm

Limited quantities of deeply discounted deals were rolled out by the hour via our Facebook event page, created to ensure visibility of post notifications, so as to drive traffic to the Singapore and Malaysia websites. 

Results:

Singapore

Based on S$1.5K ad spend that targeted an audience pool of 360K (F22-34), I achieved >3.1K link clicks at $0.50CPC, reaching <108,700 customers with 1.55% conversion. Together with EDM, organic Search and organic Social, we overachieved revenue target at 326%.

Malaysia

Based on S$1.5K ad spend that targeted an audience pool of 500K (F22-34, KL, PG, SB), I achieved >5K link clicks at $0.31CPC, reaching <190,600 customers with 1.06% conversion. Together with EDM, organic Search and organic Social, we overachieved revenue target at 369%.