XIXILI Intimates

Case Study

How to achieve 20x return on ad spend and 80% decrease in cost per purchase?

Return On Ad Spend
Increase In Revenue
(compared to previous month)
Decrease In Cost-per-Purchase

The Story

Homegrown Malaysian fashion lingerie

XIXILI proudly offers beautiful fashion lingerie that feature all the essential elements of fit and comfort for each individual's needs. XIXILI embarked on the journey to go online with an eCommerce store early 2017.


  • How to build brand awareness for a relatively new lingerie e-commerce store and attract new customers in a highly competitive e-commerce sector?
  • How to re-engage lapsed and existing customers to increase purchase frequency?


With the objective to drive high revenue, we leveraged on a highly incentivized campaign coupled with precise interest & behavioural targeting to acquire new customers. We also re-engaged existing ones with effective frequency to maximize campaign potential.



Based on Audience Insights & Market Research, we identified 6 interest-based audiences. We maximized the brand reach by targeting these 6 audience groups with a brand awareness campaign, followed by up to 99% discount campaign ads to drive further product interest & consideration.


Audiences who have shown interest in the brand were retargeted with a high frequency (up to 4x) conversion campaign featuring the promotional ads.


We re-engaged lapsed & existing customers with high frequency level (up to 6x) to maximize the impact of the highly incentivised campaign.


  • All 6 interest-based audiences resulted in high quality traffic achieving lower CPC, higher number of website sessions and longer time on site.
  • Targeting prospects with awareness ads and retargeting them with conversion ads led to an average increase of 20X in ROI & 621% increase in new customer acquisition.
  • Remarketing at high frequency with the 99% sale campaign ads drove 46% increase in returning customers compared to previous month.
Increase in new customer acquisition
Return On Ad Spend
Increase in returning customers

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Maxis eCommerce (Headquarters)
Menara Maxis, Level 29, Jln Ampang, Kuala Lumpur City Centre, 50088 Kuala Lumpur.
  •  Tel: +603-23009261