Standing Out in a Saturated Market: How FRISO Drove Premium Engagement During Shopee’s 11.11 Mega Sale
Increased Content Engagement
Achieved significantly higher content views (+115%) through strong targeting and impactful creatives.
Top Revenue Performer
Recognized by FRISO as the best-performing FRISO Shopee CPAS campaign of 2024.
Higher Site Traffic
Drove strong audience interest with a 23% increase in site visits.
Strong Campaign Efficiency
Delivered a higher return on ad spend than target, with especially strong performance from traffic campaign.
1. Rising Above the Noise in a Crowded Digital Market
FRISO, a well-established infant formula brand in Singapore, found itself navigating a rapidly evolving digital landscape. As more FMCG players shifted their efforts online, competition intensified particularly on platforms like Meta, where rising saturation drove up customer acquisition costs and made it harder to cut through the noise.
While competitors launched always-on, full-funnel campaigns year-round, especially during key ecommerce events like 11.11—FRISO’s campaign-based approach limited continuous consumer engagement and visibility during critical purchase windows.
At the same time, FRISO’s premium positioning added another layer of complexity. Its higher price point, justified by the brand’s commitment to quality and milk sourced directly from its own farms in the Netherlands, stood in stark contrast to a market dominated by aggressive price cuts and discount-driven messaging. As mega sale periods became more crowded, the brand faced pressure to convert new customers without compromising its value-driven narrative.
2. Competitive Landscape
FRISO competed head-to-head with global category leaders such as Aptamil, Nestlé NAN, and Abbott Family. These brands had significantly increased their digital investments, embraced always-on strategies and occupied greater share-of-voice across key online channels. For FRISO, the challenge was not only to maintain visibility but to do so in a way that protected its premium image, differentiating itself through brand storytelling, value-led communication, and smarter digital execution.
3. Understanding the Target Audience
FRISO’s core audience, expecting and existing parents aged 25 to 44 are digitally savvy, mobile-first consumers who spend substantial time on social platforms like Stories, Feed, and short-form video.
However, converting this audience is far from straightforward. Parents are deliberate shoppers who seek out reviews, compare brands thoroughly, and rely on peer recommendations. Brand loyalty in the category is high, particularly among first-time parents still exploring options, making it challenging to drive quick conversions.
To win in this space, FRISO needed to engage parents early, build trust, and guide them through a seamless digital journey from awareness to consideration to purchase while standing out in a competitive, promotion-heavy market.
To drive both brand awareness and conversions during the competitive 11.11 mega sale, ADA developed a strategic full-funnel, mobile-first campaign for FRISO, maximizing impact on a modest budget.
The campaign strategy was built on three key pillars:
- Broad-yet-Relevant Reach: Leveraged wide audience targeting, layered with refined interest filters to ensure relevance while maintaining scale.
- Compelling Creative Storytelling: Custom assets were designed to highlight FRISO’s natural sourcing and premium quality, positioning value over deep discounting while still promoting the exclusive 11.11 offer.
- Real-Time Monitoring & Optimization: Ongoing performance tracking enabled agile optimizations throughout the campaign, ensuring efficient budget use and maximized results.
1. Planning & Targeting
- Implemented broad demographic targeting across Singapore, layered with interest-based filters (e.g., toddlers, pregnant moms, babies, and engaged shoppers).
- Employed a hybrid targeting approach: Advantage+ campaigns for broad prospecting, and Remarketing audiences for re-engaging high-intent users.
2. Creative Execution
- Designed visually distinct, mobile-optimised creatives that featured a lush greenery backdrop—reinforcing FRISO’s heritage of premium, natural milk sourced from its own farms in the Netherlands.
- Prominently highlighted the exclusive 11.11 gift-with-purchase (Electric Retro Motor Bike worth $229) to create urgency and elevate perceived value.
- Delivered a clear and compelling call-to-action: “Join FRISO for Shopee’s 11.11 sale to enjoy supersized savings. Up to 20% OFF + Free Gift worth $229. Hurry, limited sets only. Shop now!”
This strategy cut through the clutter of price-slashing promotions, positioning FRISO as a high-value brand offering meaningful rewards.
3. Real-Time Optimisation
- Consolidated ad sets to accelerate algorithm learning and improve budget utilisation.
- Continuously monitored campaign performance in real time and implemented timely optimisation to drive stronger results.
