Introduction
Being a marketer, one of the first lessons you get is that your audience is everything. Make sure you’re producing the best creatives if you want to communicate effectively your brand’s concept to your audience. Customers don’t just go one way to make a purchase; instead, they consider all of their options by comparing costs, delivery times, reviews, and other factors. This customer behaviour is driving online stores to use multichannel marketing to build their brand presence and reach consumers at different parts of the journey across different digital touchpoints.
Abaro is a leading footwear wholesaler mainly focus on women and school shoes is on a mission to expand their Reach and increase their Engagement point in order to maximise sales opportunities and improve conversion rates. In a motive to enhance their brand ad campaigns and promotes brand engagements, Abaro partnered with Commerceplus for growth planning, creative development and digital marketing services.
1. About Abaro
Abaro Shoes is one of the leading footwear wholesalers and distributors in Malaysia, and has been in business since 2001 with more than 15 years of industry experience in the footwear industry. ABARO’s product focus is on school shoes with lifestyle ideas relating to functions, colours, and student needs and also safety boots and rain boots. In order to meet diverse lifestyle and leisure demands, ABARO expanded their product lineup to include popular working shoes, sandals, slippers and sports shoes. Their focus on value, function and quality has helped the brand grow over the years and cater to everyone in the family for difference occasions.
To create a unique school shoes brand identity, Abaro cultivate joyful spirit in students’ studies by emphasizing on their needs that quest for unique style nowadays. By steadily raising the quality of the products while keeping the pricing fair, they always insist on the priority of expanding the value of the brand. They currently have more than 850 distributors across Malaysia’s urban, suburban, and rural areas.
2. The Challenge
“The Idea is to Transform Digital Performance Marketing and Content Marketing.”
It’s essential that all smart business owners understand almost everything multi-channel ecommerce includes, from tiny businesses to large corporations.
Abaro restarted their Ecommerce operations after a few false starts in the earlier years which led to inconsistent sales and lack of focus. With the pandemic in full force, their business was affected as schools were shut and demand dropped from offline channels. Ecommerce was an important channel to build up and generate new revenue streams and expand their product lineups.
Abaro need to quickly build up awareness for its products, grow topline revenue and generate demand for its higher priced school shoes.
3. The Solution
The objective was to deliver the most value to customer by being user-centric and to deliver an optimal engaging experience to the visitors. The team focused on a combination of creative testing and optimization and Performance marketing.
► Refreshing the account with new creatives will help reduce ad fatigue and also keep the product angles fresh. Whether it was a review, a UGC video or new angles of the shoes, the team continually tested variations to generate upper funnel creatives that capture user interest and attention.
To reach new customers, Commerceplus team switched to a combination of Video Ads and Dynamic Product Catalog Ads. By deploying Dynamic Ads to a Broad Audience on Facebook with an optimization objective based on view content, this purchasing strategy was strengthened even further.
Your product photographs need to stand out and your brand aesthetics need to be great on social media because you only have an average of less than three seconds to catch someone’s attention there.
► Optimised their Content formatting and Captions & expanded their reach in Social Media pages like Facebook / Shopee / Instagram / TikTok which include
- Crafting Unique captions and avoiding needless Hashtags
- Focussing on formats that keep people on our Ad (videos, infographics and so on) and avoided posting only external links
- included a call-to-action (“comment below”) or question to drive discussions.
► Used Customer Reviews to Improve Sales Prospecting Strategies
Highlighted the positive reviews and pointed out productive things people have said about Abaro and their products.
Promoted reviews by posting it on social media platforms. Responded to reviews which shows a customer and prospects that you care and are willing to take action.
► Optimized the Shopee Ads
- Improved the budget planning on a daily basis.
- Optimized keywords on top performing products
- Improved spent on high converting products with low spent
- Improved overall ROI to 8x to 10x
►Focussed on User Generated Content (UGC):
Shared UGC in Abaro Social Media pages. Encouraged people to post photos of themselves using Abaro products to receive a free gift or discount off their next purchase. Encouraged the followers to post photos in the comments section of the post.
► Setup and updated the Tiktok pages
Checked out the “For You” and “Discover” Pages to find out what’s trending on a daily basis. Followed and Engaged with Like-minded Creators. Explored the TikTok Creator Marketplace to connect with TikTok influencers. Created daily content.
► Juggled multiple campaigns simultaneously can work out to be cost-effective and aligned with the ROI.
► Crosspost content across multiple Social Media Platforms
- Developed their ad creatives in order to reach a larger audience.
- Optimized Content for Each Network
- Scheduled According to Each Network’s Peak Time
4. The Results
The first breakthrough in the stagnant sales came within the first month after Commerceplus was onboarded, delivering a 20% growth and breaking into the six figure monthly sales.
In the following months, Follower growth has increased across both social and marketplace. New TikTok channels have been launched to maximize the content distribution efforts.
By Creating daily content, optimizing hashtag usage and using trending sounds, Abaro Tiktok page followers hit 1k within a month.
Multiple targeted campaigns for different product categories worked efficiently and completed a 3 step funel to deliever more traffic and increasing purchases with ROAS at 7x to 9x.
E-commerce MOM growth over the past 6 months has improved 20% Month on Month with the use of creative performance testing, dynamic advertising to a large audience, and the improvement on the product description pages.
Final Thoughts
To support business owners in realising their goals, Commerceplus was created. We offer a full, one-stop solution, from branding and content production to shipping, delivery, and customer service. Having developed businesses like Abaro Shoes, we take pride in being growth experts at every stage of the online sales process. Are you prepared to write the next success story? Let’s Work Together, Send us an email at contact@commerceplus.asia or get in touch with us to arrange a quick 30-minute audit.