Background

From Evolve’s® website homepage

Evolve® offers an innovative solution designed to combine the benefits of single-use, preservative-free eye drops with the convenience of a standard eye drop bottle. This approach to eye care management offers both cost savings for patients and a more environmentally friendly product.

Evolve® eyedrops stand out in the market with three key benefits:

• 100% preservative-free
• Remains fresh for 90 days after opening
• Environmentally friendly packaging

To address these challenges, we adopted a multifaceted approach to elevate Evolve®’s presence and drive growth. Our plan focused on targeted, high-impact tactics, including the following:

1. Leveraging Facebook Collaborative Ads (FB CPAS)

Sample of an Evolve® ad created by Brew

One of the cornerstone strategies involved using Facebook Collaborative Ads (FB CPAS), a powerful tool that allowed Evolve® to work in partnership with Shopee to optimise its advertising efforts. By integrating Shopee’s product page with Facebook’s robust ad targeting system, we were able to reach a highly relevant audience—people most likely to be interested in eye care products.

The FB CPAS campaigns were designed to drive direct traffic from Facebook Ads to the Shopee product listing, ensuring a seamless and frictionless shopping experience for users.

2. Running Google Ads Campaigns

Example of a Google ad campaign run by Brew for Evolve®

Complementing the Facebook efforts, we deployed Google Ads campaigns aimed at capturing high-intent search traffic. By targeting relevant keywords around eye care, we directed users to the Shopee product listing. These ads were highly optimised, ensuring that each click was valuable and had the potential to convert into a sale.

In addition to search ads, we also ran Google Display Network (GDN) ads to increase brand visibility across a broader range of websites. This helped keep Evolve® top-of-mind for users who may not have been actively searching for eye care products but were still within the target audience.

3. Implementing Retargeting Campaigns

Retargeting efforts played a crucial role in converting engaged users into customers. We identified and targeted users who had previously interacted with the brand but hadn’t completed their purchase.

By showing them tailored ads with reminders of the product’s key benefits and special promotions, we created multiple touchpoints to encourage conversions and increase the likelihood of completing a sale.

4. Continuous Monitoring and Optimisation

A key element of our strategy was the constant optimisation of the campaigns. From the onset, we monitored performance metrics—such as CTR, ROAS, and conversion rates—to fine-tune ad creatives, targeting strategies, and budget allocation.

Results That Matter

While the first month required some time for ads to optimise, significant performance improvements were observed starting from Month 2, with continued growth in key sales metrics:

• 153% increase in product page visits, achieved through a combination of highly targeted Facebook Collaborative Ads (FB CPAS) and Google Ads.
• 177% increase in products added to cart, reflecting the effectiveness of retargeting campaigns that reminded users who had engaged with the product to complete their transaction.
• 259% overall increase in sales thanks to optimised ad placements, fine-tuned messaging, and a seamless customer journey from ad click to checkout.

These results demonstrate how a strategic approach to digital advertising, leveraging both Facebook CPAS and Google Ads, can successfully drive e-commerce sales and brand awareness for new products in competitive markets.