Brand Summary
The dUCk Group is one of the largest Muslim women's apparel brands in Malaysia, providing high-quality and modern modest wear such as headscarves and clothing. They aimed to improve their double-digit campaign results. Read more to find out how this was achieved!
Results
180% increase in tracked revenue
66% increase in tracked ROAS
15% increase in new customer count
The Challenge
The dUCk Group’s challenge lies in having different mechanisms to focus on during double-digit campaigns. In the past, the budget was focused on a consolidated campaign, which did not provide the best return on ad spend (ROAS).
Strategy
The dUCk Group needed proper budget funnelling to produce the best results.
- Budget Funnelling
We allocated ad budgets according to market trends and past learnings, effectively capturing periods with the highest intention to purchase.
- Application of Past Winning Structures
A/B testing was first conducted to determine the best-performing campaign structure and optimization. As a result, budget allocations could be made more confidently.
Here is what we did that helped:
- We allocated our budget according to 3 periods: Pre-Hype, Hype, and Post-Hype after analyzing past and overall market trend insights predictions.
- In order to compete in the ongoing bidding competition, we allocated the highest budget during D-days.
- The introduction of ‘Happy Hour’ was a winning mechanism that increased the urgency to convert potential customers by urging them to get the most value during this period.
Budget allocation in a consistent and informed manner resulted in a huge success for the dUCk Group’s double-digit campaigns, effectively maximizing their budget for better results.
