Sunday Shades

Scaling Business — From Stability to Cross-Border Growth

Sunday Shades for Athletes

Objective

  • Type: Sales Conversions
  • Direction: When Sunday Shades first approached us in 2023, the brand was spending at a modest level, with a decent return on ad spend (ROAS). While results were positive, pushing beyond this point without compromising efficiency was a challenge.

Challenges

Despite a strong product-market fit, the brand faced:

  • Limited market reach
  • Creative fatigue
  • Siloed campaign structure that restricted Meta’s learning algorithm

Strategy

What We Did Differently

  1. 🎥 Creative Strategy: Story-Led, Value-Driven
    We pivoted to content that emotionally connects:
    • Founder stories — build brand trust
    • Behind-the-scenes — show brand transparency
    • KOL partnerships — demonstrate real use & highlight USPs like:
      • ✅ Asian Fit
      • ✅ No Bounce
      • ✅ Ultra-Lightweight (22g)
      • ✅ UV400 Polarised Lenses
  2. 🌏 Merged SG + MY Markets for Scale
    Instead of separating campaigns by region, we combined Singapore and Malaysia in one structure:
    • Increased reach + broader learning
    • Lower CPM + better efficiency
    • SG still remained core, but MY grew 20–30% YoY
    [This approach helped us avoid “learning limited” status on Meta and allowed the campaigns to enter “active” status more consistently, enabling easier scaling.]
  3. 🧩 Meta-Adaptive Creative Formula
    To match Meta’s Andromeda algorithm, we adopted a new internal formula per ad set:
    • 2 videos (1 social proof, 1 storytelling)
    • 1 static (USP punchline)
    [This gave Meta more variety to optimise delivery and kept engagement rates high.]
  4. 🤝 Client Collaboration Was Key
    Sunday Shades worked closely with us, providing:
    • Frequent product launches
    • Seasonal sales campaigns
    • Willingness to test and iterate fast

Overall Outcome

  1. Scaled from an initial modest ad spend to 3–4× average monthly spend while maintaining or improving ROAS.
  2. Peaked at almost 10× the original spend — and performance is still growing today.
  3. Maintained healthy ROAS across scale.
  4. Malaysia grew 20–30% YoY.
  5. Now managing Hong Kong market, with Indonesia launching soon.

✅ The Takeaway

When you combine the right creative, a smart media structure, and a collaborative brand partner.

Scaling becomes not just possible, but sustainable.

Testimonials

“Love working with the Honint team. They set clear goals right before we start, and continuously monitor that we are reaching these goals. We met these and are happy that our ROAS improved since we’ve worked together.“

Kenneth Tan
Co Founder
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