Target Market: Malaysia
Duration: Ongoing (10-Month Snapshot)
Key Result: 12.3x Blended Return on Ad Spend (ROAS)
The Takeaway: By strategically aligning Google search intent with high-converting Meta video creatives during peak seasonal periods, we scaled e-commerce sales to highly profitable levels at a 12.3x combined ROAS.
The Objective
Toys”R”Us Malaysia needed to maximize e-commerce revenue during highly competitive seasonal peak periods (such as the Toybook Promotion and Chinese New Year). The goal was to drive direct online sales and improve overall acquisition efficiency without relying on bloated, year-round ad spending.
Our Strategy
We deployed a precise, omnichannel burst strategy focusing strictly on seasonal spikes:
- Demand Capture (Google Ads): We captured high-intent shoppers actively searching for toys using targeted Asset Groups, turning search intent into our primary efficiency driver.
- Demand Generation (Meta Ads): We utilized high-impact Video and Carousel formats on Meta to visually showcase seasonal catalogs. By heavily allocating budget to short-burst, high-impact seasonal windows, we prevented ad fatigue and turned passive scrolling into active purchases.
Key Campaign Highlights
- Achieved an outstanding 16.7x ROAS on Google Ads, proving the massive profitability of capturing high-intent search traffic.
- Maintained a highly scalable 9.8x ROAS on Meta Ads, utilizing dynamic video catalogs to drive mass sales volume.
- Our top-performing video creative single-handedly generated over 10% of total seasonal sales, proving that dynamic visual catalogs heavily outperform static images for retail.
- Hit a record-breaking 22.05x ROAS during the “Gallop into Toyful Year” festive campaign burst.