The Objective
Cumlaude Lab Skyrockets ROI By 155% on Douyin EC Global
With a commitment to being “professional, sophisticated, and suitable for all ages,” Cumlaude Lab is a Spanish brand providing comprehensive solutions for women’s personal care and health.
In 2023, Cumlaude Lab made its debut on Douyin EC Global as part of its objective to expand business in China. Leveraging a Shopping Mall presence and an extensive Ocean Engine advertising campaign, the brand transitioned from a cold start to a significant sales surge in just five months.
The Solution
Cold-start phase
As a new brand on Douyin EC Global, Cumlaude Lab’s primary focus was on leveraging basic user targeting combined with interest-based behavior targeting to identify and engage potential audiences.
During the cold start phase, the use of audience packages was kept minimal as Cumlaude Lab concentrated on industry-specific and high-consumption demographics to direct resources where they could be most effective. To drive early engagement and sales, Cumlaude Lab’s strategy included offering promotional deals such as flash sales and product bundle offers (with an average order value of around 100 RMB).
This approach was complemented by extensive testing of various SKUs, including product bundles with complementary benefits and multi-item packages, to determine the most effective offerings. Live-streaming also played a role during this phase, with initial brand livestreams remaining relatively short. However, based on performance insights, the duration of livestreams was later adjusted to a steady 8-10 hours per day.
Growth phase
As the campaign progressed into the growth phase, Cumlaude Lab refined its strategy based on the insights learned during the previous phase. Interest-based behavior testing was scaled back to focus more on optimizing proven tactics. The use of audience packages also shifted towards promotional and exclusion-based targeting, which helped in increasing the average order value while improving ROI.
Product offerings were further optimized by segmenting SKUs based on usage scenarios and promoting a range of over 300 skincare products.
Peak promotion phase
During the peak promotion phase, Cumlaude Lab focused on basic targeting combined with a variety of audience packages, including platform recommendations, 5A demographics, industry-specific groups, and price-sensitive segments. This comprehensive targeting aimed to elevate the average customer spend and further refine product offerings based on usage cycles and features.Multiple hosts were employed to ensure livestreams ran for 15 hours daily, and resources were concentrated on the official and main channel accounts.
Throughout the three phases, Cumlaude Lab continuously improved the quality and quantity of marketing materials. Early on, a significant portion of advertising was directed towards livestream visuals, which accounted for over 70% of expenditure.As the campaign matured, the focus shifted towards enhancing short video content, with this type of content eventually representing over 80% of the ad spend.
This included producing a diverse range of videos such as edited highlights, influencer endorsements, and celebrity-backed promotions, ensuring high-quality content and avoiding the pitfalls of homogenized or low-quality material.
Ad Products
The Results
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+3,567% playback views
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+9,247% daily GMV payments
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+155% ROI optimization
Over the course of five months, Cumlaude Lab experienced a staggering 3,567% increase in traffic volume. This dramatic surge in visibility played a crucial role in driving engagement and expanding the brand’s reach.
Additionally, daily payment GMV (Gross Merchandise Value) saw an extraordinary increase of 9,247% and return on investment increased by 155%.
Overall, these results highlight the successful execution of Cumlaude Lab’s marketing and advertising strategies, leading to a dramatic increase in traffic, revenue, and ROI.
