ORA Group - Andsons Singapore
Andsons in Singapore and the demand for Enhanced ROI
Andsons men’s healthcare brand in the Singapore market contributes 35-40% to the overall ORA group business.
The Singapore market, with a male population of 2.6 million and intense competition, demanded a significant improvement in CIR to make the CAC: LTV ratio conducive to business investment.
Driving Efficiency
The overall CIR improved by 77%, and the new user CIR improved by ~61%, decreasing from an average of 380% in Q1-2022 to 140% in Q3-2023.
The growth was achieved through advertising optimization, detailed integration of customer data funnels, and retargeting. Category insights helped change the channel distribution split, resulting in a significant reduction in the cost of purchase from paid media.
Optimizing Performance: Market Demands and Transforming Brand Experience
The market size and competition demanded consistent performance at an optimum cost.
The key KPIs were the reduction of CAC and improvement in new user CIR.
The brand underwent a significant experiential change, shifting from e-commerce to consultation-first in April 2023.
Marketing Cost Optimization and Sustainable User Growth
The marketing cost was optimized by 56%, decreasing from 118K USD in Q2-22 to 49K USD in Q2-23.
The revenue from new users remained consistent with a 12% growth. The number of new users stayed at the same level, with a 51% reduction in the cost of acquisition, decreasing from 309 USD to 151 USD over 10 months.
Transforming Performance: 2X Growth, with 72% budget optimisation.
Andsons in the Singapore market was operating at a paid CIR of 400% with a disorganized Facebook and Google campaign traffic structure.
- Facebook RoAS: 0.17
- Google RoAS: 0.82
