WiZ: Performance Buying for Smart Lighting Sales

WiZ, a global provider of smart lighting products, set out to increase its online sales in Thailand during July 2024 with an average ROAS target of 3.8. The brand had no e-commerce website of its own and sold through marketplaces such as Lazada and Shopee.

That created the core problem: with no pixel data or historical insight from its own site, there was nothing to optimise conversions against. Performance buying without first-party data usually means paying to learn; WiZ needed results within a single month.

The insight was that the marketplaces themselves hold the data WiZ lacked. Ruder Finn Era's Thailand team identified that partners such as Shopee offer collaborative advertising formats, CPAS for Meta and Performance Max for Google, which let a brand run ads optimised on the marketplace's own conversion signals.

The team completed the technical setup for both Google and Meta while preparing creative for the different buying occasions of the month: regular days, mid-month and payday promotions. Three audience groups, cross-sell, retargeting and prospecting, were tested against each other so that budget flowed to whichever produced the highest purchase value. The campaign beat its ROAS target and delivered 5,500 US dollars in purchase value.