[Case Study] Generate $1.7 Million in 2 Days with Shopee Super Brand Day

Alibaba’s entire international business (including Lazada) amounted to $1.6 billion last quarter while Shopee’s SEA business was $1.2 billion.

We can safely say that Lazada is left behind so it’s time to take advantage of what Shopee can offer.

Our client is a local fashion brand with both retail and e-commerce component to their business.

With the pandemic, retail sales have suffered and e-commerce has to work harder to make up for the lost sales.

In this case, our client opted in for Shopee Super Brand Day marketing package which consists of:

– Featured on Shopee Homepage
– Pop up banner upon opening the Shopee App
– Organic traffic and in app banners driven by Shopee

Below is a sample of what it looks like.

What’s the catch from Shopee?

1. Our client has to offer heavily discounted items up to 80% off

To cushion the impact on profit margin, bundling products or giving only 2nd item off help increase AOV and lower revenue loss.

Non discounted rates would’ve net us $2.4 million in revenue instead of $1.7 million, so the blended discount was approximately 30%.

Below is the sales data downloaded from Shopee.

2. Committed a certain paid media spend to drive paid traffic to the app.

This was our main role as the agency, we needed to drive enough paid traffic in 7 days leading up to the big day through Facebook CPAS Ads.

Shopee actually penalizes brands who do not hit the KPI, so the pressure is on us to deliver.

Here was what we learned during the 7 days of rapid testing and optimization:

1. We started with ATC optimization but the Cost Per ATC was high, we switched over to View Content and lowered the CPATC.

2. We tested multiple audiences and found broad audiences to generate the lowest CPATC followed by Interest targeting of the item.

3. 10 different creatives were tested and the promo led creative (80% off) that showcased a KOL wearing the item performed the best.

4. D-Day optimization was switched from View Content to Purchase and we shifted audience focus towards retargeting people who Added To Cart.

5. ROAS on D-Day was 10.8x meaning every $1 spent generated $10 in revenue. Proper budget planning ensured we spent the most on D-Day to maximize revenue.

6. We covered our bases with Google Ads and Shopee On Site Ads to maximize revenue after generating all that hype and awareness.

All in all, Facebook CPAS delivered $683k in revenue (40% of the total revenue) with an average ROAS of 11.67.

The great thing about offers like SBD, 11.11, 12.12 etc is getting a big spike in sales.

Sometimes you can even generate the same amount of revenue in 2 days as your entire year’s sales.

The bad thing is it’s training your audience to wait for these sales which impact sales on non promo months and subsequently affecting your margins as a business.

I wrote another case study on how a different client of mine still managed to generate high ROAS even without a sales offer during the Q4 period.

While the SBD promo isn’t for new businesses just starting out, it certainly isn’t just for big corporates to take part in.

If your business does 7 figures in e-commerce revenue yearly, this is certainly a campaign to consider taking part in to further grow and scale your business.

Hope that was insightful and inspires you for an upcoming Q4 sales period 🙂

How much would you spend if you could make $1.7 million in 2 days?