Case study
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Cross-funnel performance marketing strategy and execution driving online sales for Asia’s most innovative D2C grooming brand.
Malaysia
Grooming
Malaysia
Singapore
Hong Kong
Taiwan
Korea
Content Marketing
CRM
Analytics & tracking
Performance Marketing
Graphic design
Strategic planning
Consulting
Reporting
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.
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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.
![](https://admiral.digital/wp-content/uploads/2022/06/shaves2u-admiral-digital4-1024x684.png)
The results.
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.
23+
Tactical campaigns within 6 months
154
Newsletters sent
5
Automated flows set in place for their sales pipeline
28%
Increase in transactions generated via new CRM channel
40%
Increase in conversion rate through tactical campaigns for female audiences
40%
Increase in returning customers
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High-performance Digital Marketing Specialists
Our Performance Marketing campaigns are designed by our specialists to deliver the best possible results.
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Marketing Automation Flows That Deliver Results
Our team of CRM specialists are experts in executing email campaigns that deliver results.
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Performance-driven Creative Content
Our team of performance and content experts understand data; executing creative designs based on campaign results to maximise returns.
Have a project in mind?
Our promise is digital customer experiences that deliver results. Let’s get to work.
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