ORA Group - OVA Singapore
OVA's Strategic Focus on Female Health and Expansion
OVA is a female healthcare brand focused on reproductive and sexual health.
The key focus of this brand was to control the cost of acquisition of birth control category while scaling up the secondary categories like Period Delay (PD), Sexual health (Yeast Infection and Sexually Transmitted Diseases) (SH) and weight loss (WL).
Enhancing Efficiency
The new customer CIR improved by 51%, decreasing from around 200% in Q2 of 2022 to 140% in Q1 of 2023.
The CAC of the BC category was optimized by 64%, decreasing from 398 USD to 143 USD.
The CIR improved significantly by scaling up PD, SH, and WL.
Driving Growth
Overall brand revenue grew by +12% over a span of 5 quarters, from Q2-22 to Q2-23, with a 30% reduction in CAC at the brand level.
The PD category achieved a new user revenue of 6K USD in less than 4 months, with a ROI of over 240%.
WL Category Revenue and Strategic Expansion
The WL category was launched and achieved $10K in new revenue within 2 months. The category was optimized to achieve a ROI of over 210%.
We reduced our dependency on 2 core categories from 100% to 60% by scaling up secondary ones. This helped to stay competitive in terms CAC and CIR.
Revamping OVA Singapore: 64% Reduction in Facebook Cost
Before
After
The OVA brand in Singapore faced challenges related to category expansion due to the high cost of acquisition.
- Facebook CPP: USD 146
- Google CPP: USD 57
*CPP: Cost Per Purchase
Restructured campaigns with new advertising messaging optimisation helped in reducing the facebook cost of purchase by ~64%. Additionally, executed landing page conversion rate optimisation activities to boost the overall performance.
- Facebook CPP: USD 53
- Google CPP: USD 26
*CPP: Cost Per Purchase