Target Market: Malaysia
Duration: 3-Month Launch Campaign (Aug – Oct 2024)
Key Result: 10k+ High-Intent Clicks at RM0.88 Avg. CPC
The Takeaway: By executing a highly aggressive, non-brand Search strategy, we successfully bypassed low initial market awareness to drive highly cost-efficient retail traffic to a newly launched e-commerce platform.
The Objective
As a prominent Japanese beauty and lifestyle retailer, Ainz & Tulpe required targeted digital support for the launch of its localized Malaysian e-store. At the time of the campaign, the brand faced significant market entry hurdles: local brand awareness was still developing (with only 2-3 physical outlets active), there was an absence of designated “hero products” to anchor the marketing, and the newly launched website featured a highly complex, high-friction user registration process. The primary objective of this 3-month burst campaign was to generate cost-efficient, high-intent traffic to validate the new digital storefront.
Our Strategy
Recognizing that relying solely on branded search terms would not generate the required traffic volume due to low local awareness, we deployed an aggressive, generic-intent Google Search Engine Marketing (SEM) architecture. Rather than competing blindly for the most expensive beauty terms, the bidding strategy was heavily optimized to capture “mid-tail” localized beauty and skincare queries (e.g., “malaysia skincare”, “best skin care products”). This allowed us to systematically funnel active shoppers into the e-store, actively compensating for the lack of established brand equity.
Key Campaign Highlights
- High-Volume Traffic Generation: Overcame low initial brand awareness to successfully drive 10,284 high-intent shoppers to the newly launched e-commerce platform within just 90 days.
- Unmatched Media Efficiency: Through rigorous keyword optimization and negative keyword mapping, the campaign achieved an incredibly efficient Cost-Per-Click (CPC) of just RM0.88, maximizing the client’s lean launch budget.
- Overcoming Digital Friction: Despite experiencing heavy drop-offs caused by a mandatory, invasive user registration journey (which required national ID inputs), the highly targeted traffic quality still successfully yielded over 100 completed online orders.
- Intent Capture Success: General category keywords—such as localized makeup and skincare queries—drove over 90% of the total clicks, validating the strategy to capture existing market demand rather than waiting for brand searches.