2Campaign at a Glance
At a Glance
Five numbers that tell the story of this MVS run.
Unique Reach
115,830
Unique users reached across both ad sets
Survey Completions
211
People who engaged with the full questionnaire
Winning CTR
4.23%
Ad 5 — Emotional hook (best performing creative)
Purchases
4
Confirmed orders via Shopify (code NLW210)
Total Ad Spend
฿19,993
Across 2 ad sets, 10 creatives
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Headline Takeaway
Emotional messaging wins on reach and volume. The core audience (Female 44–54) is real, engaged, and validated. The immediate priority is fixing the checkout funnel — 211 people completed the survey but only 4 purchased. The product works; the path to purchase doesn't.
3What We Tested
What We Tested
Loc White is a Thai skincare brand targeting women with chronic melasma. The MVS was designed to answer two questions: which message resonates, and which audience responds.
Brand Brief
Loc White — Melasma Skincare
Founded by a personal experience with melasma at age 45+. Reverse-engineered a Japanese formula for Thai skin. USP: gentle + effective — no barrier damage, no rebound. 4-step system; Serum + Sunscreen bundle tested here.
Segments Tested
SEGMENT A — Prevention
Female 30–45, Gen Y, early melasma, prevention-focused. Worried about aging, looking for gentle daily care.
SEGMENT B — Treatment
Female 45–60+, chronic melasma from sun/hormones. Tried laser & strong creams — frustrated with results and side effects.
Campaign Journey
FB Ad (NMG Shop page) → Shopify Landing Page (nmg-shop.com) → Zigpoll Survey → Discount Code → Shopify Product Page → Checkout
Facebook & IG
Shopify
Zigpoll Survey
Shopify Checkout
Message / KV Matrix — 5 Directions Across 2 Ad Sets
Ad Set A — Functional Benefit
Messaging anchored in product science and long-term skin health. Targets trust-builders who want proof, not promises.
Dir. 1: 1.1 & 1.2 — เสริมความแข็งแรง ให้ผิวที่อ่อนไหว
"Strengthen weak skin" — Serum + Sunscreen work together to block melanin without thinning the skin barrier.
Dir. 2 — หยุดวงจรฝ้า เพื่อผิวที่แข็งแรงตลอดไป
"Stop the melasma cycle forever" — Laser thins skin. Strong creams cause rebound. Loc White heals from the root.
Dir. 3 — ทางเลือกที่อ่อนโยนกว่า (Gentler than laser)
"You don't have to start with laser" — Gentler path, sustainable results, fraction of the cost of a laser course.
Ad Set B — Emotional Benefit
Messaging anchored in confidence, identity, and the emotional cost of melasma. Targets those who feel diminished by it.
Dir. 4 — เปลี่ยนรอยฝ้า ให้เป็นความมั่นใจที่ไม่มีวันจาง
"Transform melasma into timeless confidence" — Fading melasma means getting your identity back, not just clearer skin.
Dir. 5 — ใช้ครีมแรง ฝ้ายิ่งเข้มขึ้น (The star creative)
"Strong creams make melasma worse" — Authentic pain-point hook. Founder's personal story, real-life testimonial tone. This ad drove all 48 Emotional conversions.
4Overall Performance Dashboard
Overall Performance
All key KPIs in one view, with industry benchmarks where available.
| Metric |
Functional Benefit |
Emotional Benefit |
Total / Blended |
Benchmark |
Assessment |
| Total Spend | ฿7,671.57 | ฿12,321.24 | ฿19,992.81 | ฿30K planned | 66.6% deployed |
| Impressions | 93,320 | 82,079 | 175,399 | — | — |
| Reach | 53,486 | 57,475 | 115,830 | — | — |
| Link Clicks | 871 | 2,541 | 3,412 | — | — |
| CTR (Link)Higher = more relevant creative | 0.94% | 3.14% | 1.93% | Beauty avg ~1.1% | +77% vs bench |
| CPCLower = more cost-efficient | ฿8.81 | ฿4.85 | ฿5.86 | SEA beauty avg ฿8–15 | Below avg |
| CPM | ฿82.21 | ฿150.12 | ฿113.98 | — | — |
| Meta Pixel Conv.Form events fired (iOS limited) | 36 | 58 | 94 | — | — |
| Survey Completions (Zigpoll)Actual server-side count | — | 211 | Target: validate audience | 211 respondents |
| Cost per Survey | — | ฿94.75 | — | — |
| Shopify Orders | — | 4 | Proof of purchase intent | Funnel gap |
| Revenue (net) | — | ฿3,160 | — | — |
| ROASNot the primary MVS metric | — | 0.17× | MVS baseline expected | Expected for MVS |
* Meta pixel conv. (83) vs Zigpoll actual (211) gap is typical in iOS-heavy Thailand audiences due to App Tracking Transparency. Zigpoll server-side data is the source of truth for survey completions.
5Awareness & Reach
Awareness & Reach
Reach and creative performance by ad set, with KV-level comparison.
Reach by Ad Set
Unique users reached
Functional
Emotional
CTR by Creative Direction
Link click-through rate per ad
Creative Performance Summary
| Ad / Direction | Ad Set | Spend |
Impressions | Reach | CTR |
CPC | Conv. | CPR | Quality |
| ★ Dir. 5 — ใช้ครีมแรงฯ | Emotional | ฿11,397 | 55,321 | 36,413 | 4.23% | ฿4.87 | 58 | ฿196.50 | Average |
| Dir. 3 — ทางเลือกที่อ่อนโยนฯ | Functional | ฿4,961 | 54,589 | 26,958 | 1.03% | ฿8.83 | 29 | ฿171.08 | Average |
| Dir. 1.2 — เสริมความแข็งแรง (v2) | Functional | ฿1,249 | 10,385 | 6,717 | 0.92% | ฿13.01 | 5 | ฿249.81 | Above avg |
| Dir. 4 — เปลี่ยนรอยฝ้า | Emotional | ฿924 | 26,758 | 25,014 | 0.75% | ฿4.58 | 0 | — | — |
| Dir. 1.1 — เสริมความแข็งแรง (v1) | Functional | ฿855 | 21,469 | 19,693 | 0.69% | ฿5.78 | 0 | — | Average |
| Dir. 2 — หยุดวงจรฝ้า | Functional | ฿162 | 2,171 | 1,910 | 0.88% | ฿8.44 | 0 | — | Average |
| Dir. 1.2 — เสริมความแข็งแรง (v1) | Functional | ฿226 | 1,972 | 1,601 | 1.22% | ฿9.40 | 1 | ฿225.70 | Above avg |
✦
Actual vs Hypothesis — Audience
Hypothesis: Core target is Female 45–60+. Survey confirmed Female 44–54 as dominant (46%). The secondary segment (35–44) also showed up strongly at 18.5%. Both hypotheses validated.
✦
Key Creative Observation
Dir. 5 (Emotional pain-point hook) achieved 4.23% CTR — 4.5× the Functional average (0.94%). The "strong creams make melasma worse" hook stops the scroll immediately for the treatment-stage audience.
6Traffic Quality
Traffic Quality
Landing page performance on nmg-shop.com · May 18 – Jun 3, 2026 · Source: Google Analytics 4.
Active Users
3,016
Paid Social: 2,884 (95.6%)
Bounce Rate
10.2%
Industry avg 40–60% — excellent
Avg Session Duration
59.5s
Paid Social sessions
Cities Reached
285
Across Thailand
Traffic Source Breakdown
Sessions by channel · Total 3,245 sessions
Paid Social
Other
Engagement by Channel
Avg session duration (seconds) — Organic Search users are the most engaged
Top Cities by Active Users
| City | Users | Eng. Rate | Avg Eng. | Purchased |
|---|
| Bangkok | 1,426 | 89.7% | 5.5s | 1 order |
| Chiang Mai | 131 | 85.7% | 6.1s | — |
| Pattaya | 77 | 89.9% | 9.3s | — |
| Khon Kaen | 56 | 89.5% | 23.3s | — |
| Hat Yai (South ✓) | 55 | 95.1% | 27.4s | 1 order |
| Nakhon Ratchasima | 49 | 86.2% | 5.7s | — |
| Phuket | 27 | 89.3% | — | — |
| Nonthaburi | 23 | 96.3% | 81.5s | 1 order |
| Ubon Ratchathani | 12 | 100% | 22.6s | — |
✦✅ Strong Signal: Bounce Rate
A 10.2% bounce rate from Paid Social is exceptional. Industry standard for beauty landing pages is 40–60%. This means 9 in 10 paid visitors engaged meaningfully with the page — the creative-to-landing-page message match is strong.
✦⚠️ Watch: Engagement Time
Average engagement time of 6.1s per user on Paid Social is low — users arrive, don't bounce, but aren't reading deeply. The buyers (Nonthaburi: 81.5s, Hat Yai: 27.4s) spent far more time. Consider lengthening the page with social proof and product detail above the survey fold.
✦🌍 Geographic Insight
Traffic reached 285 cities across Thailand. Bangkok dominated (47% of users) but converted at just 0.07%. Hat Yai and Nonthaburi — smaller volume but highest engagement time — both converted. Provincial audiences show higher purchase intent.
7Conversion Funnel
Conversion Funnel
From first impression to completed purchase — with drop-off rates at each stage.
Reach → Click → Survey → Purchase
2.9% of reach clicked (1.93% CTR of impressions)
Landing Page Clicks
3,208
6.6% of clicks completed the survey
1.9% of survey completions became buyers
Journey: FB Ad → Shopify Landing + Survey → Shopify Product Page → Checkout (all on Shopify). 8 abandoned checkouts recorded; combined checkout reach (purchased + abandoned) = 12 of 211 survey completions = 5.7%.
LANDING PAGE → SURVEY (93% drop)
3,016 users landed on the page; 211 completed the survey (7%). The survey is acting as a strong intent filter — most people browse but don't engage fully. Root cause unknown from available data.
SURVEY → CHECKOUT (94.3% drop)
211 completed the survey; only 12 reached the Shopify product/checkout page (5.7%). This is the biggest leakage point. Whether users saw the discount code but chose not to proceed — and why — is not captured in the current data.
CHECKOUT ABANDONMENT (8 of 12)
12 reached checkout; 4 completed, 8 abandoned — a 33% checkout completion rate. Industry average checkout abandonment is 70–80%, so this rate is within normal range. Locations: Chon Buri ×3, Chiang Mai ×2, Songkhla ×1. Recoverable with abandonment email/SMS flow.
Purchase Geography
Songkhla
1 order — South ✓
Songkhla confirms Southern Thailand secondary target hypothesis. Geographic spread is promising for national GTM.
8Shopper DNA
Shopper DNA
211 survey respondents. Who they are, how they currently manage melasma, what they buy, where they buy it, and what they think about price.
Age Distribution
n=211 · Hypothesis: Female 45–60+ core
Current Melasma Management
How respondents currently treat their melasma (multi-select)
Brands Currently Used
Top 8 brands mentioned (multi-select)
Top Purchase Factors
What matters most when choosing skincare (multi-select, all ranks)
Price Perception
n=104 of 211 who answered (others skipped this question)
56.7%
Price is appropriate
35.6%
Price is somewhat high
4.8%
Price is much too high
Price Suggestions (from price-sensitive group)
35 respondents suggested a lower price. Results came in pairs (one per product). Average suggested price: ฿290–฿350 per product.
Price-sensitive group compares to mass-market individual item prices (Eucerin, Nivea ฿150–400). This segment may not be Loc White's core buyer — focus on the 56.7% who find it appropriate.
Monthly Skincare Budget
n=105 who answered
Modal range: ฿500–1,500/month. Loc White bundle at ฿790 (discounted) / ฿1,000 (full) sits comfortably within the most common budget range.
Primary Purchase Channels
E-commerce (Shopee / Lazada / TikTok / LINE)
63%
Convenience Store (7-Eleven, Family Mart)
22%
Drugstore (Watson, Boost, Beautrium)
18%
Department Store (Central, The Mall)
13%
Hypermarket (Big-C, Lotus)
9%
E-commerce dominates. TikTok Shop and Shopee are the highest-intent platforms for this demographic. This aligns with Loc White's current TikTok-first strategy.
9Winners
The Winners
✦
The validated segment and the validated message — the two things to take forward into the full-scale campaign.
Winning Segment
Validated ✓
Female, 44–54
Treatment Stage
Chronic melasma from sun exposure and hormonal changes. Has tried creams and supplements — frustrated with slow results. Understands the skin sensitivity risk of laser. Spending ฿500–1,500/month on skincare. Shopping primarily on e-commerce (TikTok/Shopee). Currently using Eucerin, L'Oréal, or La Roche-Posay.
Winning Message
Star Creative ★
"ใช้ครีมแรง
ฝ้ายิ่งเข้มขึ้น"
Direction 5 — Emotional Benefit, Authentic Voice. Hook: "Strong creams make melasma worse." Validation-through-founder-story tone. Resonates because it validates what the audience has already experienced — not a claim, but a confirmation of their frustration.
✦
Runner-Up — Worth Scaling
Dir. 3 "ทางเลือกที่อ่อนโยนกว่า" (Functional) delivered 28 conversions at ฿172.87 CPR — the lowest cost-per-conversion of any ad. This "gentler than laser" message works for a slightly more analytical buyer who needs a rational justification. Recommend keeping it in the next campaign as a second creative alongside Dir. 5.
10Learnings
What We Learned
✦
Validated hypotheses, disproved assumptions, and open questions for the next campaign.
Core target confirmed. Female 44–54 is real and highly engaged — 46% of all survey respondents. Hypothesis was 45–60+; actual skews slightly younger, which is positive for audience scalability.
Emotional messaging wins. Pain-point hook (Dir. 5) outperformed all Functional ads by 3–5× on CTR. Emotion drives clicks; this audience feels their melasma deeply.
Southern Thailand opportunity confirmed. Songkhla buyer and Songkhla abandoned cart validate the secondary geo hypothesis. Loc White's "gentle" positioning resonates beyond Bangkok.
E-commerce is the right channel. 63% of survey respondents use Shopee/Lazada/TikTok as primary purchase channel — Loc White's existing TikTok strategy is directionally correct.
Product price is viable. 56.7% of those who answered find ฿1,000 bundle pricing appropriate. The majority of the core target is price-acceptable.
Laser users are not the primary target. Only 8.5% of respondents do laser treatment. The core audience uses creams/serums (48%) or sunscreen only (24%) — they're pre-laser, not post-laser frustrated shoppers.
Functional messaging alone is insufficient. Dir. 1 and Dir. 2 (pure functional) had the lowest CTR (0.69–0.94%) and zero conversions. Product science needs an emotional wrapper to land.
Price sensitivity is NOT universal. The 40% who found price "high" are comparing to mass-market brands (Nivea, L'Oréal). They are not Loc White's buyer. Chasing this segment by lowering price would erode positioning.
Survey-to-checkout gap is the biggest unknown. 211 completed the survey but only 12 reached the Shopify checkout page (5.7%). What happens between discount code reveal and product page is not tracked in the current data. Root cause requires further instrumentation.
Functional + Emotional hybrid creative. What if Dir. 3 ("gentler than laser") used the Emotional pain-point hook as the opening line? Combining Dir. 5's scroll-stop with Dir. 3's rational close may be the optimal formula.
Price elasticity at ฿890 bundle. Does a ฿110 reduction (from ฿1,000 to ฿890) meaningfully improve the survey-to-purchase rate? Worth an A/B price test on the next run.
35–44 segment with prevention messaging. This group (18.5% of survey) did not have dedicated creative. Dir. 1 partially spoke to them but didn't resonate. A direct prevention-angle creative for this cohort is untested.
Video / Reels format. All tested creatives were Still images. The winning message (Dir. 5) as a Reels video with the founder speaking directly to camera may outperform the Still significantly — authentic voice works best in motion.
11Recommendations
Recommendations
✦
What to scale, what to fix, and the GTM roadmap for Loc White's full market entry.
What to Scale
Double Down on the Winning Signal
- Lead with Dir. 5 + Dir. 3. "Strong creams make melasma worse" (Emotional) as the primary ad, "Gentler than laser" (Functional) as the support. These two ads drove 76 of 83 Meta conversions.
- Scale budget to ฿50K–฿80K in the next campaign run, with winning ads only. Maintain Emotional:Functional 60:40 budget split — it reflects what the data showed.
- Expand to TikTok Ads and Reels-first creative, using the Dir. 5 script as a founder video testimonial.
- Retarget the 211 survey completers with a direct-to-purchase ad. They are your warmest audience — no survey friction, straight to checkout.
What to Fix
Repair the Checkout Funnel First
- Instrument the survey-to-product-page step. 94.3% of survey completers never reached checkout. Add GA event tracking on the discount code reveal CTA to understand exactly how many click through vs drop — this is the single most important unknown in the funnel.
- Set up cart abandonment recovery. Email/SMS sequence to recover the 8 who reached checkout. At ฿790/order, even 2 recoveries = ฿1,580 and proof of flow.
- Optimize the landing page for mobile. All 3 sample respondents were on screens 360–375px wide. Page speed and questionnaire UX on small screens is critical.
- Test a single-product entry point. Offer just the Serum at ฿590 (discounted from ฿650) to reduce commitment threshold for first-time buyers.
GTM Next Steps
Roadmap to Full Market Entry
- Phase 1 (Next 30 days): Fix funnel, set up Shopify direct checkout, launch retargeting campaign to 211 validated leads. Target: 15–20 purchases from retargeting.
- Phase 2 (60–90 days): Scale with ฿50K budget, Dir. 5 + Dir. 3 only, add Reels/video creative. Target: 200+ purchases, validate repeatable ROAS.
- Phase 3 (90–120 days): Expand to TikTok Ads + Shopee Mall + LINE OA broadcast to accumulated customer list. Begin influencer seeding for social proof to address the credibility gap.
- Channel priority: TikTok Live → Shopee → LINE Shopping → Facebook/IG (current) — in that order based on survey channel data.