As the year is coming to an end, it's time to reflect on how brands have performed this year with their Double Digit Campaigns.
In this year-end wrap, we focus on how brands using Graas have exceeded the double-digit growth markers.
Let’s dive right in!
Double Digit Campaigns take a unique spin, aligning with specific calendar dates—think 1st January, 2nd February, 3rd March, and so forth.
It's a calendar-driven approach where brands create campaigns on dates with matching day and month digits, aiming for results that mirror the numerical synchronicity.
Brands that have been running double-digit campaigns have seen a significant increase in the revenue generated as observed by our team.
Graas, in 2023, has emerged as the game changer for brands during double-digit campaigns.
The double-digit campaigns begin with Mega and Super Campaigns setting the stage - with Mega Campaigns being run on monumental dates such as 6.6, 9.9, 11.11, and 12.12. Brands can be seen approaching these dates with much higher budgets and intensified strategic efforts.
On the flip side, Super Campaigns, marked by consistent dates like 1.1, 2.2, and 3.3, maintain a steady tempo throughout the year, which helps brands get continuous engagement from their customers.
The key lies in creating compelling deals that generate excitement and also account for your business profits. Graas becomes the strategic backbone for brands looking to make the most of these double-date campaigns.
The performance data from the 2023 Graas Marketplace Campaign in the SEA region highlights the following trends.
Equipped with more data, brands were seen approaching double-date campaigns more methodically. We observed brands investing in Super campaigns as a form of funnel building to establish an audience for Mega campaigns that were targeted at driving higher conversions.
We noticed that anomalies in campaign performance are common across industries, impacting both BAU and the uplift in sales.
Our data showed a surge in some campaigns that surpasses routine expectations. For example, the overall trend was followed by anomalies like the 6.6 mega sale seeing a staggering 11X uplift from BAU and 11.11 getting a 25X uplift.
The following are the highlights from our analysis:
Deep-diving into the nuances of channel split, Graas observed that Lazada and Shopee are being used by brands to fuel different stages of the purchase funnel.
With the help of marketplace insights, brands were able to create leakproof funnels by helping them be present on channels of most activity. Some of the highlights we observed between the two include:
Categories like Outdoor and Health and wellness surged by 50%. Detailed analysis reveals this long run of growth stems from the pandemic, with a fifth (19%) of consumers planning more holidays in 2024 to catch up on missed opportunities during the lockdown - a trend otherwise known as ‘revenge spending’.
While related categories like Outdoor Fashion and Sports Food recorded an impressive 280.96% and 118.37% uplift respectively, we noticed that household products like kitchenware saw a decrease of almost 23%.
While Graas worked with many brands throughout 2023 to unlock new revenue opportunities through double-digit campaigns, Omron stood out with resounding success stories, conquering different markets.
Omron, asserted its dominance by securing the number 1 position as a non-dietary health and wellness brand in Singapore. It was also able to establish its market capture in Singapore, and Malaysia during the double-digit campaigns with the marketplace, consumer demand, and other insights from Graas.
Planet Traveler, another brand empowered by Graas, cemented its position among the top three best-selling brands in the accessories category in Singapore. The brand was able to assess and optimize their double-digit campaigns with Graas, allocating budgets to more in-demand product categories across platforms.
We’ll not leave you with numbers only. Here are some best practices that you should keep in mind while preparing for your next double-digit campaign, or any campaign for that matter.
By adhering to these best practices, brands can position themselves for optimal success during Double Digit Campaigns, maximizing their impact across platforms and ensuring sustained growth.
And with that, we wrap up this year's journey. To secure your brand's place among the top sellers on different marketplaces across countries, you need to have Graas on your side. It identifies opportunities, manages threats, and provides data-driven recommendations.