Campaign Duration: 2023
Platforms: Meta (Facebook, Instagram)
Industry: Online shop
Objective
To drive sustainable long-term growth by optimizing advertising strategies around customer lifetime value rather than short-term ROAS, while generating qualified leads for personalized product recommendations.
Strategy
- Developed creative visual assets centered on a compelling hero offer
- Prioritized PSM (Lifetime Value : (CPA + COGS)) over traditional ROAS for more sustainable growth
- Continuously analyzed campaign metrics to optimize targeting, creatives, and budget allocation
- Ran a parallel lead generation campaign focused on cardiovascular screening to foster direct customer engagement and personalized recommendations
Results
- Improved ad efficiency and more effective audience reach
- Enhanced customer lifetime value through tailored product recommendations
- Generated quality leads via health-focused campaign, deepening customer relationships
Key Takeaways
- Focusing on PSM supports sustainable growth beyond immediate returns
- Data-driven optimizations significantly boost campaign performance
- Integrating lead generation with personalized marketing strengthens customer loyalty and lifetime value
Looking Ahead
- Explore new creative approaches to sustain engagement and growth
- Continue refining campaigns with advanced metric analysis
- Expand personalized lead generation efforts linked to product offerings