Illustrative scenario: The company in this case study is hypothetical, and its budget and results are example numbers chosen to show the method. The audience data is real: it comes from the QualifiedLead system and from our published audience review.
The challenge
A Vietnamese skincare brand is launching a new serum. Its products sell well once people try them, so the brand wants to put samples in the hands of women who already care about skincare, across the country.
The audience
The team chooses the HannahOlala audience: 234,836 profiles engaging with a large Vietnamese beauty creator's page, for $60, the lowest cost per profile in our reviews. 77.5% of profiles are women, 55.6% of those with a birthday are aged 18–30, and the audience is nationwide: Ho Chi Minh City (52,734) and Hanoi (33,976) lead, but the top ten locations hold only 52% of the list.
The plan
- A custom audience for women 18–40, split into HCMC, Hanoi and a nationwide set.
- A free sample offer through the brand's own form, with consent to follow-up messages.
- A discount for a full-size first order, and a reminder when the sample would run out.
The numbers (example)
| Item | Cost |
|---|---|
| Audience list | $60 |
| Ad spend | $2,500 |
| Creative | $500 |
| Team time (40 hours at $20) | $800 |
| Product samples (2,000 at $1.50) | $3,000 |
| Total cost | $6,860 |
| Metric | Value |
|---|---|
| Sample requests (leads) | 2,000 |
| Cost per lead | $3.43 |
| First full-size orders | 260 |
| Customer acquisition cost | $26.38 |
| First-order revenue (260 × $25) | $6,500 |
| Return on first orders only | -5% |
| Revenue including 78 repeat orders within 90 days | $8,450 |
| Return including repeat orders | 23% |
What the example shows
- Cheap leads are not automatically profitable. At $3.43 per lead this campaign looks efficient, yet first orders alone do not cover its cost.
- Repeat purchase decides the result. Consumer brands should judge acquisition on customer value over time, not on the first basket.
- Size allows precision. A list of this size can be split by city and age and still give each ad set enough reach.
Read the full HannahOlala audience review, or explore beauty and lifestyle audiences.
