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Fuelling Market Growth and Sales for Evolve® With Strategic Digital Advertising

At a Glance

153%

increase in product page visits

177%

increase in products added to cart

259%

overall increase in sales

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

The Challenge

As a new entrant to the competitive Singapore market, Evolve® faced several hurdles in establishing its presence and gaining traction among consumers. The primary challenges were:

Brand Recognition and Market Entry

Being a relatively new product, Evolve® lacked widespread awareness in the market. Establishing trust and recognition in a market filled with established brands was crucial.

Educating the Target Audience

Many customers were unaware of the benefits of Evolve® eyedrops, requiring education efforts to highlight how Evolve® provides a more sustainable, cost-effective, and health-conscious alternative to standard eye drops.

From the Evolve® website homepage

E-commerce Sales

With a heavy reliance on Shopee, a prominent e-commerce platform in Singapore, Evolve® needed to drive targeted traffic and increase conversions through the platform. Securing sales in a crowded digital environment would require a tailored strategy.

Our Approach

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.

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

  • SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
  • Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
  • Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
  • Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

Top Rankings in Local Searches

Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.

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