Launching Myanmar's first major online grocery store and driving record revenue growth through full-funnel performance marketing, CRM-backed retargeting, and multi-channel campaign execution.
City Mart Holdings is Myanmar's largest retail chain. City Mall Online was their first e-commerce grocery venture. Despite strong brand recognition, ROAS was low and sales weren't building. The campaign needed to deliver step-change performance across three Mega Sales Weeks in August, September, and November 2019.
Performance Marketing Manager at Nexlabs: campaign architecture across paid social and digital channels, audience strategy, creative briefing, CRM integration for retargeting, and ongoing optimization throughout the campaign period.
The core innovation was implementing CRM-backed retargeting, building audience segments from actual customer data rather than platform-estimated interest targeting. Creative was differentiated by funnel stage: awareness formats for new audiences, high-intent conversion creative for retargeted users, all optimized for mobile-first consumption.
Budget was structured around the Mega Sales Week windows, using the weeks prior to build warm audience pools through upper-funnel activity so retargeting audiences were ready to convert when the promotional windows opened.
264% lift in revenue growth. 128% lift in new shopper acquisition. 53x ROAS, significantly exceeding previous campaign benchmarks. The framework established a repeatable model for City Mall Online's future promotional cycles.
In emerging markets with high mobile penetration, the gap between first-party data and platform-inferred audiences is wider than in mature markets. The CRM integration was the single highest-leverage decision in the campaign for exactly that reason.