Being wildly successful in your home market doesn’t necessarily translate into instant success when venturing into a new market. 

The first thing we identified in our partnership with Lenskart was that their website and mobile app conversion rates in Singapore were initially too low to hit the sales/margin targets they had set for this market. From there, we worked closely in advising Lenskart on localisation strategies and conversion rate optimisation suggestions for the website/app to help improve their conversion rates which was a key factor in increasing their return on ad spend as we continued to scale aggressively. 

With 3 primary selling channels (retail, online, and app), we helped Lenskart to segment its audience into 3 groups to identify which channel would be the primary focus for each audience group to maximise success, and mitigate canabalising in-store revenue with online sales. To further mitigate cannibalisation across channels, we would also run different promotional deals across retail/online/app.

For retail locations, we deployed hyper-targeted ads to people living or traveling near store locations that would only run during store opening hours.

In order to maintain strong ad performance with large increases in ad spend, the amount of new creative launched had to grow and keep pace with the scale in ad spend which meant we had to launch fresh creatives every few days. 

Scaling and optimising campaigns/adsets/ads on a daily basis, every few hours was also a crucial part of our success, particularly on weekends as they were often a peak period for driving online purchases. Thanks to our media buying team which operates 7 days a week, we were able to continuously capitalise on this for Lenskart and drive significant month-on-month growth.