Cross-funnel performance marketing strategy and execution driving online sales for Asia’s most innovative D2C grooming brand.
Analytics & tracking
Founded in 2013, Shaves2U is a Malaysian company that’s best known for offering honestly-priced, high-quality shaving equipment and personal care products for men and women. They started their business with an online subscription model and subsequently expanded into the sale of one-off products. Shaves2U is well established in five countries throughout Asia – Malaysia, Singapore, Hong Kong, Taiwan, and Korea.
As a brand competing in a highly competitive category, Shaves2U needed a high-performance digital partner to help deliver improved results across their product portfolio. We were challenged with reactivating customers within their subscriptions database through a revamped CRM strategy and marketing automation, acquiring new customers for both subscription and one-off products, retaining customers, and continuously driving sales across the product portfolio through tactical campaigns and performance marketing.
After defining the key business objectives, admiral.digital created a new digital marketing strategy for Shaves2U by analysing past performance data, evaluating the best performing campaigns and putting a structure in place to initiate performance marketing campaigns. Through a detailed understanding of the customer journey funnel, we created and structured new campaigns across Facebook, Instagram, SEM, and GDN; ensuring that users were being targeted efficiently as either first-time or returning customers. From a content perspective, planning grids and creative guidelines were established to ensure brand consistency and a focus on campaign creative designs that delivered results. In addition, we set up a marketing automation flow to nurture new leads and other email flows to assist with after-sales communication. One-off newsletters were also implemented to reactivate inactive users.
With a new marketing strategy in place, we ran a total of 23 tactical performance marketing campaigns to drive sales. Ten different one-off newsletters were established to reactivate their inactive database and a total of 154 weekly newsletters were created for both their remarketing and reactivation segments. Through weekly newsletters we have seen a boost in transactions by 28%. We also set up five automated email flows to cover all phases of the user journey sales pipeline.
Tactical campaigns within 6 months
Automated flows set in place for their sales pipeline
Increase in transactions generated via new CRM channel
Increase in conversion rate through tactical campaigns for female audiences
Increase in returning customers
High-performance Digital Marketing Specialists
Our Performance Marketing campaigns are designed by our specialists to deliver the best possible results.
Marketing Automation Flows That Deliver Results
Our team of CRM specialists are experts in executing email campaigns that deliver results.
Performance-driven Creative Content
Our team of performance and content experts understand data; executing creative designs based on campaign results to maximise returns.
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