Performance ads, SEO and conversion work that returned 3.5–5x on ad spend for Supermama, and lifted customer lifetime value by 20%.

Supermama is a Singapore design brand best known for its porcelain — plates and tableware that turn familiar local icons into collectible, giftable objects, alongside collaborations with partners such as the Peranakan Museum. Pieces like these sell on meaning and craft, and that is hard to convey in a feed. A first-time shopper sees a decorated plate at a premium to mass-market homeware, without yet knowing the story, the making or why it makes a good gift. Much of the demand is also seasonal and occasion-led, clustering around gifting moments, so paid budget that is not managed tightly either misses those peaks or spends heavily on browsers who admire the designs once and never come back. And because a design gift is often bought for someone else, the brand needed customers who would return for themselves and for the next occasion, not just a single order.

Grow online sales profitably. Success was defined in sales terms: a return on ad spend strong enough to justify putting more budget behind the campaigns, and a store that converted a healthy share of the visitors that budget paid for. Alongside first orders, the goal was to raise the value of each customer over time — bringing buyers back for new collections, collaborations and the next gifting occasion, so the cost of acquiring them was repaid more than once.

We ran performance campaigns across Meta and Google Shopping and Search, with a clear job for each channel. Meta carried discovery, with creative that showed the pieces up close and in use — on the table, wrapped as gifts — so a new shopper could see the detail and the occasion before clicking through. Shopping and Search captured demand that already existed: searches for the brand by name, for its signature porcelain and for Singapore-themed gifts, with the product feed kept accurate so spend followed the designs actually in stock. Budgets were weighted toward the gifting peaks, and retargeting followed product viewers and shoppers who had added to cart, bringing them back to the specific pieces they had looked at.

Underneath the paid work we strengthened SEO for the branded and gift-led searches the store should own, so a growing share of shoppers arrived without a media cost attached. On site, the website and conversion optimisation work focused on the moments where a considered gift purchase stalls: the story and making of each collection placed beside the product, sizes and care details where shoppers hesitate, and delivery and gifting information shown before checkout. Email and retargeting then worked together after the first order — welcome and abandoned-cart sequences for new visitors, and new-collection and occasion reminders for existing customers — to bring buyers back for a second and third purchase.

Over six to seven months the campaigns returned 3.5–5x on ad spend, the store converted 3.5% or more of its visitors, and customer lifetime value rose by 20% — more revenue from each customer the brand had already paid to win.

See the rest of our client work on the case studies page.