MVS Post-Campaign Report · Layout 3

Loc White

NMG · NeuMerlin Group
18 May – 3 Jun 2026
Meta (Facebook & Instagram) · NMG Shop
Total Spend: ฿19,993.84
1 Campaign Overview
Reach
109,009
Unique users · Meta
→
Click to Web
3,410
Outbound clicks · Meta
3.1% of reach
→
Survey Started
211
Respondents · Zigpoll
7.0% of clicks
→
Survey Completed
85
All questions answered
40.3% completion
→
Order
4
Confirmed · Shopify
1.9% of surveyed
Total Spend
฿19,994
฿94.76 per survey respondent
Bounce Rate
10.2%
Paid Social · GA4 · industry avg 40–60%
Revenue
฿3,160
4 orders × ฿790 after discount
Abandoned Checkout
8
Reached checkout, did not pay
Full Funnel Drop-off
Step From → To Drop Rate Note
Reach → Click 109,009 → 3,410 −112,814 97.4% Expected for paid social
Click → Survey started 3,410 → 211 −3,199 93.8% Normal landing page filter
Survey started → Completed 211 → 85 −126 59.7% Survey too long for mobile
Completed → Reached checkout 85 → 12 −73 85.9% ← Thank You page CTA not tracked
Reached checkout → Purchased 12 → 4 −8 66.7% Checkout itself works well
2 AD Performance Overview
Ad Set — Target Variation
Ad Set A · Segment: Female 30–45
Functional Benefit
Spend
฿7,672
Conversions
36
CPR
฿213
Impressions
93,320
Reach
54,501
CTR
0.93%
CPC
฿8.81
Ad Set B · Segment: Female 45–60+
Emotional Benefit
★ Winner — Volume & CTR
Spend
฿12,321
Conversions
58
CPR
฿212
Impressions
82,079
Reach
61,329
CTR
3.10%
CPC
฿4.85
✦ Finding: Emotional Benefit outperforms Functional 3.3× on CTR (3.10% vs 0.93%) and delivers more conversions at nearly the same CPR. The treatment-stage audience (45+) responds strongly to pain-point messaging. Functional Benefit's slightly lower CPR (฿213 vs ฿212) is not statistically meaningful at this spend level.
Ad Creative — Creative Variant Performance
AdAd SetReach SpendImp.CTR CPCConv.CPRQuality
★5_ใช้ครีมแรงฝ้ายิ่งเข้มขึ้น Emotional 36,413 ฿11,39755,321 4.23% ฿4.87 58 ฿196.50 Average
3_ทางเลือกที่อ่อนโยนกว่า Functional 26,958 ฿4,96154,589 1.03%฿8.83 29 ฿171.08 Average
1.2_เสริมความแข็งแรง Functional 7,065 ฿1,26910,820 0.92%฿12.81 5฿253.73 Above avg
1.2_เสริมความแข็งแรง (v1) Functional 1,601 ฿2261,972 1.22%฿9.40 1฿225.70 Above avg
3_ทางเลือกที่อ่อนโยนกว่า (v1) Functional 1,739 ฿1742,038 0.79%฿10.88 1฿174.15 Average
4_เปลี่ยนรอยฝ้า Emotional 25,014 ฿92426,758 0.75%฿4.58 0— —
1.1_เสริมความแข็งแรง Functional 19,693 ฿85521,469 0.69%฿5.78 0— Average
2_หยุดวงจรฝ้า Functional 656 ฿116917 1.31%฿9.66 0— Average
2_หยุดวงจรฝ้า (v1) Functional 1,254 ฿461,254 0.56%฿6.63 0— Average
1.1_เสริมความแข็งแรง (v1) Functional 162 ฿24261 1.15%฿8.16 0— —
✦ Finding: Ad 5 "ใช้ครีมแรงฝ้ายิ่งเข้มขึ้น" is the clear star — 58 conversions at ฿196.50 CPR, 4.23% CTR. It carried the entire Emotional set. Ad 3 "ทางเลือกที่อ่อนโยนกว่า" is the best Functional performer at ฿171.08 CPR. Ads with Above Average quality ranking (1.2_เสริมความแข็งแรง) delivered more efficiently per click. 5 of 10 creatives produced zero conversions and should not be reactivated.
3 Questionnaire
Total Respondents
211
Started the survey
Fully Completed
85
40.3% — answered all questions
Partial / Drop-off
126
59.7% — left before finishing
Per-Question Drop-off
n = 211 total respondents
Question
Responses
Count
%
Drop from prev.
Q1 · Age range
100%
211
100%
—
Q2 · Gender
75.8%
160
75.8%
↓ 51 left
Q3 · Melasma management
67.3%
142
67.3%
↓ 18 left
Q4 · Current brands used
55.0%
116
55.0%
↓ 26 left
Q5 · Purchase channels
52.1%
110
52.1%
↓ 6 left
Q6 · Monthly budget
49.8%
105
49.8%
↓ 5 left
Q7 · Price opinion
49.3%
104
49.3%
↓ 1 left
Q8 · Suggested price (conditional)
16.6%
35
16.6%
of 42 eligible
Q9 · Top purchase factors
40.3% — final Q
85
40.3%
↓ 19 left

Biggest single drop: Q1→Q2 (−51 respondents, 24.2%). Survey completion rate of 40.3% suggests the questionnaire may be too long for mobile users. Q8 is conditional — shown only to respondents who answered "price is somewhat/much too high" on Q7 (42 eligible, 35 answered = 83.3% of eligible).

Survey Findings
Q1–Q2 · Who responded
Female 44–54 is the dominant group
46% of respondents aged 44–54. 66.8% female. Secondary segment 35–44 accounted for 18.5%. Both target hypotheses confirmed.
44–54 age group · 46% of n=211
Q3 · Current melasma management
Most use creams, not laser
48.3% use cream/serum. Only 8.5% do laser treatment. The audience is pre-laser and looking for a better topical solution — exactly Loc White's positioning.
Cream/serum users · 48.3% of n=142
Q4 · Competitor brands
Competing against mass-market pharma brands
Top brands: Eucerin (14.2%), L'Oréal (11.4%), Nivea (10.9%), La Roche-Posay (10%). All are widely distributed, trusted pharmacy staples.
Eucerin 14% L'Oréal 11% Nivea 11% La Roche-Posay 10%
Q5 · Purchase channels
E-commerce is the primary channel
63% shop on Shopee / Lazada / TikTok / LINE Shopping. Drugstore and convenience store are secondary. Loc White's current TikTok-first approach is directionally correct.
E-commerce · 63% of n=110
Q6 · Monthly skincare budget
Modal range: ฿500–1,500/month
26.5% budget ฿500–1,500/month. Loc White's ฿790 discounted bundle and ฿1,000 full price sit comfortably within the most common spend range.
฿500–1,500 range · 26.5% of n=105
Q7–Q8 · Price perception
56.7% find price appropriate; 40% find it high
Of 104 who answered: 59 (56.7%) said appropriate, 37 (35.6%) somewhat high, 5 (4.8%) much too high. Those who suggested a price averaged ฿290–฿320 per product — reflecting mass-market price expectations.
56.7%
Appropriate
40.4%
Too high
Q9 · Top purchase factors
Efficacy + Safety are the top two decision drivers
Of 85 who answered. Ranking across all positions combined:
Efficacy — visible results
69 mentions
Safety — gentle formula
57 mentions
Value — affordable ongoing
46 mentions
Ingredients — nourishing actives
32 mentions
4 Learnings & Next Action ✦
StatusLearning
✅ Validated Core audience confirmed. Female 44–54 = 46% of survey respondents. Hypothesis was 45–60+; actual skews slightly younger, broadening the scalable audience.
✅ Validated Emotional pain-point messaging wins. Dir. 5 "strong creams make melasma worse" achieved 4.23% CTR — 4.5× the Functional average. Treatment-stage audiences respond to confirmation of their frustration.
✅ Validated E-commerce is the right channel. 63% of respondents purchase skincare on Shopee/Lazada/TikTok. Loc White's TikTok-first strategy is directionally aligned.
✅ Validated Southern Thailand shows purchase intent. Hat Yai (Songkhla) — 55 site visitors, highest engagement time (27.4s), 1 confirmed purchase. Confirms the secondary geographic hypothesis.
❌ Disproved Laser users are not the primary target. Only 8.5% of respondents do laser treatment. The audience is pre-laser and uses topical creams — Loc White competes with Eucerin and La Roche-Posay, not laser clinics.
❌ Disproved Functional messaging alone is insufficient. Directions 1 and 2 (pure product science) had the lowest CTR and near-zero conversions. Science needs an emotional wrapper to land.
❓ Unknown Survey-to-checkout drop-off root cause. 85 fully completed the survey; Shopify records show 12 people reached checkout (4 purchased + 8 abandoned = 14.1% of completers). What happens between discount code reveal and the product page for the other 73 completers is not tracked. Requires GA event instrumentation on the survey CTA button.
❓ Unknown Survey drop-off after Q1. 24.2% of respondents left after the first question. Whether this is survey fatigue, mobile UX friction, or audience mismatch is not determinable from current data.
✦Recommended Actions
Do Now
Fix & Measure
  • Add GA event tracking on the discount code CTA — identify exact survey-to-product-page drop-off
  • Set up Shopify cart abandonment email sequence to recover 8 abandoned checkouts
  • Shorten the survey — Q8 and Q9 see significant drop-off; consider removing or reordering
  • Retarget 211 survey respondents with a direct product ad — warmest audience available
GTM Phase (60–120 days)
Build the Channel
  • Open TikTok Ads — survey confirms TikTok as top e-commerce channel for this audience
  • List on Shopee Mall — 63% of respondents use Shopee as primary purchase channel
  • Test ฿890 bundle price point — address the 40% who find ฿1,000 "somewhat high"
  • Begin influencer seeding for social proof — brand credibility ranked 5th in purchase factors
Loc White MVS Post-Campaign Report · Layout 3 · NMG · NeuMerlin Group 18 May – 3 Jun 2026 · Confidential · ✦ = NMG interpretation