CitiHardware has established itself as a leading and rapidly growing construction retail chain in the Philippines, with over 100 branches nationwide. Since entering the digital marketplace in 2021 through platforms like Lazada and Shopee, the company saw significant expansion in its reach and customer base through 2022. However, with a stagnant strategy and no updates to its approach, the company’s growth on these platforms began to plateau.
We developed a comprehensive digital marketing strategy for citiHardware, incorporating a range of targeted approaches to enhance their online presence and drive performance:
By integrating these strategies, citiHardware is poised to significantly increase its online visibility, drive higher traffic to its eCommerce stores, and improve conversion rates through targeted and effective digital marketing efforts.
Partnership Development: Identified and onboarded relevant home improvement, DIY, and lifestyle affiliate partners aligned with CitiHardware’s product categories.
Affiliate Content Kits: Provided affiliates with branded visuals, promo codes, and campaign briefs to ensure message consistency.
Tracking & Attribution: Integrated UTM links and affiliate tracking dashboards to monitor performance, conversions, and ROI.
Performance Optimization: Conducted monthly performance reviews to scale high-performing partners and phase out low-performing ones.
In-App Media Buying: Secured premium placements on top-performing apps (e.g., Lazada, Shopee, or relevant local platforms).
Creative Adaptations: Developed mobile-optimized creatives with strong CTAs to encourage click-throughs and engagement.
A/B Testing: Tested multiple creative formats (banner, native ads, and interstitials) to determine optimal engagement drivers.
Audience Segmentation: Created segmented audiences based on interests (DIY, home improvement, construction), lookalike profiles, and remarketing pools.
Ad Creative Development: Designed engaging visuals — including carousel ads, product demos, and seasonal creatives — to showcase product variety.
Dynamic Product Ads (DPA): Integrated product catalogs to automatically retarget users with items they viewed or added to cart.
Performance Monitoring: Conducted weekly optimization sessions focused on CTR, ROAS, and CPA improvements.
Content Calendar: Synced campaign rollout with key retail moments (e.g., paydays, holidays, and renovation seasons).
Collaborative Integration: Worked closely with CitiHardware’s eCommerce platforms (e.g., Facebook Shop, Lazada, Shopee) for CPAS setup and tracking.
Ad Funnel Optimization: Built full-funnel campaigns — awareness, consideration, and conversion — to guide users from browsing to purchase.
Real-Time Data Utilization: Leveraged Meta’s CPAS reporting tools to identify high-value audiences and reallocate budget dynamically.
Conversion Rate Improvement: Deployed retargeting ads featuring promotions, bestsellers, and limited-time deals to drive faster conversions.
Budget Efficiency: Implemented cost-control measures ensuring sustainable CPA and improved ROAS across campaigns.
Cross-Platform Dashboard: Consolidated campaign data from Facebook, affiliates, and in-app placements into a single performance dashboard.
KPIs Tracked: CTR, CPC, CPA, ROAS, total conversions, and assisted conversions.
Monthly Business Reviews: Conducted data-driven review sessions with CitiHardware to identify insights and inform next-phase strategy.
Creative Refresh Cycle: Updated ad creatives every 4–6 weeks to maintain engagement and avoid audience fatigue.
Our integrated strategy delivered measurable business growth within just one year:
+50% increase in total eCommerce store traffic (Lazada & Shopee combined)
+37% improvement in conversion rate through refined targeting and CPAS optimization
+60% boost in total sales revenue from ₱10.8M (2022) to ₱17.5M (2023)
Achieved a steady upward trend in sales performance throughout Q1–Q2 2023.
Peak performance observed from March to June after launching the dynamic retargeting and affiliate push.
Noted temporary dip in Q3–Q4, attributed to platform algorithm changes and seasonality — prompting recalibration of campaign frequency and creative refresh.
Concluded the year with ₱9.32M in total Lazada sales, a strong recovery from previous year’s ₱6.59M total.
Sustained high growth across all quarters driven by CPAS integration and stronger in-app placements.
New customer acquisition increased by 42%, fueled by targeted awareness ads and retargeting funnels.
Closed the year with ₱8.21M in Shopee sales, nearly doubling from ₱4.35M in 2022.
Strategic Audience Targeting: Improved precision through behavioral and lookalike segments.
Creative Optimization: Regular creative refresh cycles and A/B testing maintained engagement and CTR.
Affiliate & In-App Integration: Strengthened omnichannel touchpoints for consistent visibility.
CPAS Efficiency: Ensured high ROI and quality customer acquisition through Meta’s automated conversion optimization.
Address platform dips with seasonal retargeting and localized content bursts.
Expand affiliate partnerships to reach lifestyle and renovation niche audiences.
Continue data-driven optimization to sustain momentum and achieve higher profitability YoY.
