A premium medical-grade skincare brand entering three Southeast Asian markets at once, on under 0.5% share of category spend. The launch plan assumed a D2C site because the brand sold that way at home.
What we did
- Customer-journey analysis across the three launch markets before committing spend
- Rerouted the launch from the D2C site to Shopee and Lazada, where the category in those markets actually buys
- Content built for the marketplace environment rather than ported from the brand site
- A separate doctor-and-dermatologist B2B strategy in Singapore, because the buyer there differs
- Weekly creative rotation with the data picking winners
What happened
GMV grew 168% through Shopee and Lazada in the first three months, with 65,000 new visitors averaging 2 minutes 20 seconds with the content — all of it on under 0.5% of category spend.
The honest read
The number belongs to the routing decision, not to clever media buying. The journey data disagreed with the launch plan, and the plan changed — that is the whole case. The lesson generalises; the playbook does not: the same engagement ran a clinical B2B strategy in Singapore because the channel follows the buyer, and buyers differ by market.
Client described rather than named, and all figures are reported exactly as recorded at the time.