Prove your relevance to the right audiences

Instead of broad reach targeting, we identified the audiences where brand premium can be used as a differentiator. Through analysing their consumption patterns, needs, and lifestyle habits, each segment was matched to key scenarios where the product can become indispensable in their daily lives.

Move away from tech specifications to actual use experience

The messaging moved away from traditional spec-heavy messaging to lifestyle relevance. A “scenario - pain point - solution” content framework guided the ad strategy, ensuring all ads were written with the consumer in mind.

Test before the peak

Peak season brings about competitive and expensive bidding, which was why large-scale creative testing was conducted ahead of the BFCM. Assets with proven performance were then identified and reactivated during the peak with an upsized budget.

Streamline monitoring and optimisation with a real-time dashboard

We used a real-time dashboard to track bidding costs and performance, which cut down daily reporting time and surfaced any stock outs and creative fatigue for fast resolution.