Achieving 3.6X ROAS and Cutting CPL by 12% Across Southeast Asia

Over two years of partnership, our goals evolved alongside Epson's business needs. On the B2B side, the focus shifted from initial market penetration to improving lead quality — targeting business decision-makers across Southeast Asia. Using Meta Ads, we promoted Epson's printers, projectors, and scanners across Indonesia, Vietnam, the Philippines, Thailand, Malaysia, and Singapore. For B2C, we ran campaigns on TikTok and Meta Collaborative Ads, driving purchases directly to marketplace platforms across the same Southeast Asia markets.

Client

Epson is a global technology company with nearly 80 years of history, offering a wide range of printers, projectors, and scanners for both individual and business use. With a strong global presence, Epson has been actively strengthening its foothold in the Southeast Asia market — and that's where KPI Media came in.

About

We kicked off the partnership by supporting the launch of new product clusters across several Southeast Asia markets, starting with a market penetration strategy. As the partnership matured, on the B2B side, we worked toward improving lead quality, while on the B2C side, we concentrated on driving purchases through Shopee in Singapore, Indonesia, and Vietnam. Given the competitive landscape, staying agile was key. We consistently refreshed creatives and ran A/B test on both audience targeting and messaging to stay ahead and reach new audiences effectively.

Our Approach & Strategy

To consistently hit targets, KPI Media focused on three core strategies:

Seasonal Campaign Activation by Country Every market has its own big shopping moments. We researched and tailored our strategies to each country's key dates and seasonal trends, making sure campaigns were relevant and timely wherever they ran.

Continuous A/B Testing Creative messaging, visuals, and audience segments were regularly tested to improve both lead volume and purchase numbers. By closely monitoring performance, we kept ad fatigue at bay and ensured campaigns stayed fresh and effective.

Lead Quality Monitoring We worked closely with Epson to track which leads were actually converting. This gave us a clearer picture of audience behaviour and allowed us to continuously refine our targeting and strategy based on real results.

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Results

The campaign delivered stable and consistent performance across all key metrics:

3.6 ROAS Increment for B2C
Reducing the CPL up to 12% for B2B

Conclusion

This two-year collaboration is a testament to KPI Media's deep understanding of the Southeast Asia market and the unique nuances of each country within it. By staying adaptable and data-driven, KPI Media, a performance marketing agency based in Singapore, was able to deliver meaningful results across both B2B and B2C for Epson.

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