About
When OWNDAYS partnered with KPI Media, the relationship was still in its early stages, with approximately six months of collaboration. Having previously worked with multiple agencies, the brand was looking for a partner that could deliver stronger performance while improving the accuracy of its campaign measurement. Our key objectives were to increase retail footfall across Singapore stores, improve ROAS, and build a more reliable tracking framework for measuring offline conversions. Using insights from previous campaign data, we refined the overall strategy instead of simply repeating what had been done before. We also restructured the account to better align different product categories with the audiences most likely to purchase them, ensuring every campaign delivered more relevant messaging to the right customers.
Our Approach & Strategy
Combining Market Research with Historical Data
Historical campaign performance gave us valuable insights into what had worked previously, but we also took the time to understand why certain campaigns underperformed. By combining these learnings with fresh market research and consumer insights, we developed new strategies that uncovered additional growth opportunities instead of relying solely on past successes.
Continuous A/B Testing
Performance optimisation was an ongoing process throughout the campaign. We continuously tested different audience segments, ad creatives, messaging, and campaign structures to identify the combinations that generated the highest ROAS while driving more qualified store visits.
Understanding Audience Behaviour
OWNDAYS serves customers across a wide range of age groups, each with different online behaviours and media consumption habits. Rather than relying on a single platform, we built a multi-channel strategy that reached each audience where they were most active. This approach enabled us to deliver more relevant messaging and maximise campaign efficiency across Google, Meta, TikTok, Programmatic, and DOOH.
Results
Within the partnership, KPI Media successfully achieved several key outcomes:
- Delivered 3X ROAS, exceeding the original campaign target after implementing online-offline tracking.
- Established a reliable offline attribution system through a third-party tracking partner, providing clearer insights into how digital advertising influenced in-store visits.
- Successfully achieved the client's retail footfall target across its Singapore stores.
Conclusion
This partnership demonstrates how effective performance marketing goes beyond generating online clicks. It creates measurable business results in the real world.
By combining data-driven strategy, continuous optimisation, and accurate tracking and attribution, KPI Media helped OWNDAYS connect its digital advertising efforts with tangible retail outcomes. The project also highlights the value of close collaboration between brands, marketing partners, and technology providers to deliver meaningful, measurable business growth.
