Target Market: Malaysia, Singapore
Duration: 2.5 Years (July 2021 – March 2024) | Data Snapshot: 12-Months
Key Result: 28,300+ Official Brand Store Orders & Highly Profitable Account-Level ROAS
The Takeaway: By executing a highly synchronized dual-platform strategy—utilizing Google Ads to capture bottom-funnel retail intent and Meta’s Advantage+ campaigns to drive visual conversions—we successfully scaled high-volume transaction velocity directly on the brand's proprietary e-commerce sites, independent of third-party marketplaces.
The Objective
As a globally recognized prestige beauty and skincare brand, L’Occitane required a sophisticated digital advertising partner to scale their direct-to-consumer (DTC) ecosystem. Rather than relying solely on e-marketplaces, the primary objective of this 2.5-year retainer was to drive high-intent traffic and conversions directly to their official brand websites in Malaysia and Singapore. The goal was to aggressively increase native online transaction volume, maintain strict Return on Ad Spend (ROAS) efficiencies, and successfully promote flagship product lines (such as the Almond and Divine Cream series) during peak retail windows.
Our Strategy
To scale native e-commerce transactions across two distinct consumer markets without sacrificing profitability, we architected a synchronized, full-funnel media strategy across Meta and Google.
Understanding the visual and emotional appeal of premium skincare, Meta served as our primary conversion engine. We deployed a robust matrix of Conversion and Advantage+ Shopping campaigns, heavily utilizing dynamic product ads to prospect new buyers and aggressively retarget cart abandoners directly to the L’Occitane website.
Simultaneously, we fortified the bottom of the funnel using Google Ads. By running highly targeted Search Engine Marketing (SEM) and Google Shopping campaigns, we captured active shoppers explicitly searching for skincare solutions, ensuring we monopolized the digital shelf space and bypassed third-party retail competitors.
Key Campaign Highlights
- Massive Direct-to-Consumer Volume: The dual-platform strategy successfully scaled transaction velocity independently of e-marketplaces, generating over 28,300 completed orders directly on their official e-commerce sites across MY and SG within a 12-month performance snapshot.
- High-Volume Meta Conversions: The Meta Ads architecture successfully acted as the brand’s primary digital storefront, single-handedly driving over 23,700 direct purchases and maintaining a highly profitable blended ROAS across the 1-year snapshot.
- Explosive Peak Campaign Efficiency: By leveraging Meta’s machine-learning Advantage+ framework, specific flagship promotional bursts—most notably the Almond Skincare Series in Malaysia—achieved peak efficiencies of up to 29x ROAS.
- Precision Intent Capture: The Google SEM and Shopping campaigns provided an essential high-intent safety net, securely capturing nearly 4,600 additional bottom-of-funnel conversions from active retail searchers.
- Dual-Market Media Agility: Seamlessly managed simultaneous budget allocations, adapting campaign creatives and bidding strategies to accommodate the varying purchasing behaviors, currency valuations, and promotional calendars of both Malaysian and Singaporean audiences.