The Challenge
MO needed to significantly scale its digital performance and maximise sales during Peak Season 2024 (Black Friday and December), in a highly competitive environment with strong promotional pressure. The challenge also included anticipating demand, attracting high-quality traffic in a sustainable way, and ensuring profitability despite increased media investment.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
The Solution
Wise Pirates implemented a robust growth strategy based on key strategic pillars to ensure MO Online’s success during the Peak Season:
1. Approaching Peak Season as a Whole:
Early planning aligned with an in-depth category potential analysis, preparation of promotional content, and coordination with MO’s commercial calendar, ensuring consistency between branding and performance efforts.
2. Filling the Funnel Ahead of Time:
A full-funnel strategy with awareness and consideration campaigns launched before the peak promotional noise, focusing on high-intent audiences and reactivation of users already exposed to the brand. This approach raised impression share from <44.95% to >70%.
3. Google Solutions Mix:
Combined use of YouTube for Reach, Demand Gen, and Performance Max, delivering reach, conversion, and advertising efficiency.
4. Operational Sophistication:
Progressive and controlled optimisation ensured algorithm stability and maximised campaign performance.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
The Results
The strategy delivered significant and broad-based growth:
1. Business / Sales Impact
+61% growth in Black Friday sales YoY
+49% growth in December sales YoY
2. Brand Performance
+174% growth in impressions
95% impression share
+478% increase in revenue attributed to the brand
3. Google Ads Performance
+275% increase in media investment
+289% growth in revenue
+4% improvement in ROAS
67.61% of total online store sales were directly attributed to the Google Ads channel.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
