Messenger
Beauty Marketing Case Study: Growing Revenue & Brand Awareness in 3 Months
Company Information
Company Name
S
Industry
Cosmetics
Business Description
Trading cosmetics (targeting Vietnamese consumers)
Key Highlights
- Renamed the promotional format from “Buy Combo” to “Buy 1 Get 1,” significantly increasing AOV (Average Order Value) and revenue.
- Improved creatives, resulting in a 200% increase in CTR, while also achieving a high level of brand awareness compared to the industry average.
Challenge
Upon entering the Vietnamese market, the brand faced major barriers due to low brand awareness and limited credibility, while also lacking a clearly defined price positioning strategy.
On the Shopee e-commerce platform, the company needed to simultaneously solve two opposing challenges: generating initial revenue within a short timeframe and building brand awareness and trust over the medium and long term.
Lack of awareness and credibility
As a completely new brand in the Vietnamese market, its brand awareness and credibility among consumers were significantly lower than those of competitors.
Unclear pricing strategy
The company had not yet identified an appropriate price level based on local consumer spending habits and competitors’ pricing benchmarks, making it difficult to create strong appeal in communications.
Balancing short-term efficiency and long-term sustainability
It was necessary to quickly generate sales on Shopee while avoiding over-reliance on discounting, ensuring that product value was communicated effectively and long-term trust was built.
Solution
Expanding awareness and implementing a Full-funnel marketing strategy from awareness to conversion through strategic creative optimization
Brand awareness expansion toward new customer segments (Awareness) was prioritized, while simultaneously building brand presence on Facebook. Diverse creatives were deployed to visually communicate product benefits, enabling broad reach across multiple audience segments.
In addition to increasing reach, the frequency of exposure to users who were considering a purchase was carefully managed to stimulate purchase intent at each stage. At the same time, the advertising structure was optimized in real time based on distribution data to maximize performance.
Redesigning the shop platform and operating ads effectively to optimize ROAS
With credibility and CVR (Conversion Rate) as priorities, the shop structure was comprehensively redesigned by combining UI improvements with SEO optimization. Messaging was tailored for each campaign to accurately target high-intent users.
During ad operations, budget allocation was focused on high-ROAS products based on data analysis. Daily budget adjustments, combined with quickly addressing bottlenecks of underperforming products through creative and SEO improvements, significantly enhanced overall cost efficiency.
Results
Thanks to continuous data-driven creative improvements and the renaming of the promotional format to “Buy 1 Get 1,” key metrics recorded steady growth, while the number of products sold approximately doubled compared to the pre-implementation period.
Summary
To achieve success in the Vietnamese market, maximizing brand reach by enhancing brand awareness in parallel with building trust in product quality is crucial. This requires businesses to clearly define short-term, mid-term, and long-term objectives, while allocating resources appropriately between branding and performance activities at each stage.
If your business is experiencing difficulties in advertising operations, please contact us for detailed consultation.
DYM VIETNAM’s "Facebook Advertising Management Service" page here.
For Display advertising, its role was limited to awareness objectives such as expanding reach and supporting remarketing, thereby optimizing the overall advertising budget.
N社 CEO
日本語学校（教育・研修）
Services: Facebook広告／Google広告
社内にWebマーケティングの専門人材がおらず手探り状態でしたが、DYM VIETNAMさんに広告運用を丸ごと安心してお任せできたことで、同じ予算の まま問い合わせ数が5倍に増加しました。Google広告の新規導入といった DYM VIETNAMさんの高い専門性と一気通貫のサポートにより、質の高い見込 み客が3倍に増えて大満足です。