About the client
The client is a renowned hospitality brand in Singapore. Each year, in the weeks before the Mid-Autumn Festival, it sells mooncakes, the traditional festival pastry.
The challenge
The brand wanted to raise online sales of its mooncakes within a short, competitive season. That meant growing overall seasonal online sales and finding growth opportunities, both to keep loyal customers buying and to win new ones.
The campaign had three objectives:
- drive highly targeted traffic to the online store;
- encourage loyal customers to buy again;
- increase overall online sales of mooncakes within the seasonal period.
What we did
We used a funnel approach with two types of audience.
Top of the funnel. The message was indirect, aimed at site visits and engagement across Facebook, Instagram and Google Ads. These campaigns introduced the offer to people who were not yet ready to buy.
Bottom of the funnel. Campaigns on Facebook, Instagram and Google carried a direct sales message to turn warm audiences into customers.
Advanced audiences. We set up audiences in the analytics and social advertising platforms to create custom and lookalike audiences, which pushed sales further.
Fresh creative. We used the different ad types available and rotated them often to keep relevance high, which gave more exposure at a better conversion rate.
Results
Compared with the previous year, the funnel approach delivered:
- revenue from paid channels up 339%;
- revenue up 49.3%;
- transactions up 73.45%.
The campaign ran for six months in Singapore, with design, social and performance teams involved.
Results in context
| Metric | Result | Compared with |
|---|---|---|
| Revenue from paid channels | +339% | The previous year |
| Total revenue | +49.3% | The previous year |
| Transactions | +73.45% | The previous year |
The campaign ran for six months around the Mid-Autumn Festival mooncake season, and every figure is compared with the previous year. The 339% covers revenue from paid channels only, while the 49.3% is revenue overall, so the two describe different things and should not be added or averaged.
Seasonal products have a short window to sell, which is why the campaign used a funnel: indirect messages to introduce the offer to cold audiences, and direct sales messages for warm ones. Revenue and transaction growth show whether that approach brought in more orders, and more revenue, than the year before. The source does not give absolute revenue or transaction numbers.
Key takeaways
- Split your audience. Warm customers need a direct offer; cold audiences need a reason to visit first.
- In a seasonal business, build custom and lookalike audiences early so they are ready for the peak.
- Rotate creative to keep ads relevant through a short sales window.
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