Case · E-commerce
MistoreProfitable growth in four Nordic countries.
Mistore is Xiaomi's official online store in Sweden and the Nordics. We launched advertising in Sweden in 2019 and took it on to Denmark, Norway and Finland.
- Engagement
- 2019 to 2022
- Channels
- Google Ads, Shopping, display and Microsoft Ads
- Markets
- Sweden, Denmark, Norway and Finland
Results
+530%
Revenue
+40%
Conversion rate
+12%
ROAS
-13%
CPC
All accounts and campaign types in the Nordics from February 2020 to February 2021 compared with February 2019 to January 2020.
About the client
Mistore sells Xiaomi's phones, headphones, e-scooters, robot vacuums and smart home products. During our years together the store was run by East & West Distribution, Xiaomi's official distributor.
In 2020 Mistore also opened a store in Mall of Scandinavia.
The assignment
The assignment was to scale the online store profitably and take it to more Nordic countries. Advertising was steered towards a clear cost-of-sale target.
How we worked
Shopping for the full range
We launched Shopping for the full product feed and search campaigns for the brand and the key phones in March 2019. Every product had targets based on purchase price and price.
Correct attribution in Google Analytics
We cleaned up attribution in Google Analytics so purchases were credited to the channel that drove them and not to the payment provider at checkout. It became clear what advertising actually sold.
New markets
Denmark launched in December 2019 and Norway and Finland in May 2020. Each country had its own accounts, its own steering and ads in its own language.
Launches in three tiers
Every product launch was planned by importance. The largest got a pre-launch in display, Gmail, YouTube and search so demand was in place on release day.
Store Visits
When the store in Mall of Scandinavia opened we used Store Visits to measure how many people saw an ad and then visited the store.
Margin-based bidding
In 2022 we introduced bidding by margin per product category. The budget then went to the categories that delivered the most profit.
The collaboration in practice
Weekly launch meetings
Every week we coordinated campaigns with Mistore and their e-commerce agency. Launches, stock and offers sat in one plan so advertising was ready the same day as the product.
Annual review for Xiaomi
Ahead of 2021 we compiled the results and a forecast in English that Mistore could share with Xiaomi's headquarters.
“We had a close collaboration with DigitalMassa for our Google Ads accounts in the Nordics. Daniel scaled up our advertising and transformed our SEM into profitable traffic generation. I particularly appreciated our seamless communication.”
Anders Andersen
Former CMO at East & West Distribution
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