Hypergear Malaysia
Objective
Ads focus is sales conversions. Achieve 20% revenue growth within 3 months by improving media buying efficiency and aligning performance goals across all digital channels.
Challenges Identified
- Prior agencies focused heavily on ROAS, often at the cost of overall revenue growth.
- Revenue declined as ad spend was reduced to maintain positive ROAS.
- Lack of clear KPIs across platforms led to inconsistent performance and strategy misalignment.
Strategic Interventions
Month 1: Onboarding & Audit
Assessed historical performance.
Identified inefficiencies and gaps in KPI structure.
Revenue and ROAS remained flat during learning and transition phase.
Month 2: KPI Realignment & Budget Shift
KPI Realignment & Budget Shift.
Realigned platform-specific KPIs to focus on total online ROAS.
Shifted majority of ad spend to TikTok and Shopee, which contributed 70% of total online revenue.
Scaled ad budget from RM 30k → RM 45k.
- Results:
– Revenue exceeded target by 10%.
– ROAS surpassed goal by 35%.
Month 3: Shopify Push with New Campaigns
Introduced exclusive Website Wednesday and Monthly Giveaway campaigns.
Both initiatives delivered average ROAS of 2.0+.
- Results:
– Overall online revenue exceeded target by 40%.
– Maintained efficient spend at RM 45k.
Overall Outcome
- Revenue growth surpassed 20% target, with consistent MoM improvements
- Total online ROAS consistently outperformed, peaking at +35%
- Ad spend scaled efficiently from RM 30k to RM 45k without compromising performance
- Shifted focus from siloed ROAS metrics to a full-funnel, platform-specific KPI approach
Account Manager
- Tee Yeu Hung
- Henry Lim