Novela is a prominent Singapore-based multi-brand beauty retailer established in 2012.
With multiple physical outlets across Bugis+, IMM, and Northpoint City, Novela offers a curated selection of luxury skincare, cosmetics, and fragrances at competitive prices.
Under the previous in-house setup, campaigns lacked:
- Clear audience segmentation
- Funnel alignment
- Structured creative testing
- Scalable profitability
The objective was not simply more sales — it was profitable, sustainable performance
#1: Strengthening the Campaign Foundation
We rebuilt the campaign structure to improve targeting, audience clarity, and budget efficiency.
Decisions were guided by performance data, not assumption.
#2: Introducing a Phased Campaign Strategy
We used a two-phase approach: teaser first, sales second.
This built anticipation, warmed audiences, and improved conversion efficiency.
#3: Elevating Creative Testing & Optimisation
We tested multiple formats, catalogue ads, messaging angles, and visuals.
Optimisation stayed continuous, data-led, and aligned across creative and media.
