Untitled
HMNS Malaysia · Meta Ads, Shopee Ads, TikTok Ads
Monthly Performance Dashboard
1 – 31 July 2026
Prepared by UntitledExecutive Summary
Total Ads Spend
RM20,836
▲ 126% vs Jun
Total GMV
RM212,681
Shopee + TikTok
Total Reach
~880K
4 channels
Total Impressions
~1.95M
▲ 163%
Video Views
~270K
Meta + TikTok
Total Clicks
107,879
▲ 87%
Platform Composition Detail
| Platform | Spend | GMV | ROAS | % Spend |
|---|---|---|---|---|
| Shopee Ads | RM7,147 | RM86,198 | 12.06 | 34.3% |
| TikTok Ads New | RM7,143 | RM126,483 | 19.68 | 34.3% |
| Meta Regular (Offline Store) | RM3,291 | — | n/a | 15.8% |
| Meta CPAS | RM1,775 | RM176,202 * | 99.28 | 8.5% |
| Meta Regular (Core) | RM1,480 | — | n/a | 7.1% |
| Grand total | RM20,836 | RM212,681 | 10.21 | 100% |
Meta Regular carries no GMV or ROAS: its role is follows and store traffic, not closing.
* CPAS Purchased Value is excluded from the total. CPAS orders close on Shopee, so they are already counted inside Shopee GMV. Shopee and TikTok are separate marketplaces, so those two do add up.
Reach is counted per campaign, so people reached by more than one campaign appear more than once.
Share of Spend
June for comparison: Shopee 66.5%, Regular Offline 17.3%, CPAS 10.1%, Regular Core 4.4%, TikTok 0%. The account moved from one dominant channel to two, split almost exactly down the middle.
Where Performance Slipped
Shopee bought volume it did not get.
Spend rose 16% and GMV rose 1.5%. ROAS fell from 13.81 to 12.06, the largest single efficiency loss this month.
CPAS cost per purchase rose 62%.
RM6.59 to RM10.69. Part of this is prospecting being funded again, but remarketing on its own still moved from RM6.59 to RM8.68.
Cost per follow rose 14%.
RM2.35 to RM2.68. The main IG campaign improved to RM1.71, so the cost sits in the Testing campaign and the Facebook side.
Offline CPC rose 12% and the outcome is still unmeasured.
RM0.041 to RM0.046 on RM3,291 of spend, with no agreed in-store metric for the second month running.
TikTok lost three days in its first month.
Ads stopped 4 to 6 July before being restarted, inside the month the channel was being established.
Efficiency Check
Blended ROAS (Shopee + TikTok GMV)
10.21 Jun 9.19
Shopee ROAS
12.06 Jun 13.81
TikTok ROI
19.68 new
CPAS cost / purchase
RM10.69 Jun RM6.59
Core cost / follow
RM2.68 Jun RM2.35
Offline CPC
RM0.046 Jun RM0.041
Shopee store repeat purchase rate
7.94% 84% of buyers were new
Blended ROAS improved because TikTok entered at a higher return than the account average, not because any existing channel got more efficient. Read the per-channel lines above it, not the blended figure alone.
Insights
July was an expansion month, carried by a new channel. Spend rose 126% to RM20,836 and total GMV reached RM212,681 across Shopee and TikTok. Almost all of that growth is TikTok arriving; Shopee store sales moved 2.0% to RM148,403 on 16% more spend. The account got bigger this month, not more efficient at what it already had.
TikTok arrived at scale, not as a test. In its first full reported month it took 34.3% of spend and returned RM126,483 at 19.68 ROI. Live alone delivered RM55,607 on RM1,912 at 29.08 ROI and RM2.22 per order, the most efficient line anywhere in the account.
Shopee softened on efficiency while volume held. Spend rose 16% and GMV moved 1.5%, so ROAS eased from 13.81 to 12.06. Click quality improved at the same time (CTR 3.36%, CVR 9.16%), which points at auction cost rather than creative or targeting.
CPAS scaled cleanly and closed June's open risk. Spend nearly doubled to RM1,775 and ROAS improved to 99.28 from 82.71. The add to cart pool, flagged as June's one miss, grew 41% to 1,533.
Product Composition — Shopee Product Ads (full SKU list)
| Product | Spend | CTR | Conv | ROAS | GMV |
|---|---|---|---|---|---|
| Farhampton 100ml | RM1,044 | 3.58% | 212 | 15.26 | RM15,939 |
| Orgsm 100ml | RM753 | 3.95% | 130 | 11.84 | RM8,910 |
| Philea 100ml | RM647 | 3.40% | 113 | 12.51 | RM8,093 |
| Alpha 100ml | RM768 | 4.18% | 104 | 9.99 | RM7,679 |
| Untitled Aroma 01 | RM274 | 3.20% | 101 | 24.82 | RM6,801 |
| The Prestige | RM468 | 3.29% | 88 | 13.92 | RM6,510 |
| Darker Shade of Orgsm | RM589 | 3.46% | 73 | 10.58 | RM6,231 |
| Cherlavie Mist 250ml | RM282 | 2.50% | 56 | 13.64 | RM3,849 |
| Sore Eterna 100ml | RM381 | 3.49% | 55 | 10.06 | RM3,833 |
| Essence of the Sun | RM319 | 3.65% | 41 | 9.08 | RM2,898 |
| My 1st O (Body Mist) | RM176 | 3.01% | 40 | 15.90 | RM2,791 |
| Drop of Sunshine (Body Mist) | RM174 | 2.30% | 36 | 13.29 | RM2,315 |
| Elea (Tsana Mist) | RM274 | 3.35% | 30 | 5.91 | RM1,619 |
| The Perfection | RM274 | 3.10% | 25 | 8.76 | RM2,400 |
| Untitled Aroma 02 | RM274 | 3.34% | 24 | 8.07 | RM2,210 |
| Sore Žena Mist 250ml | RM176 | 2.63% | 22 | 8.20 | RM1,444 |
| Orgsm Melting Temptation | RM274 | 3.00% | 19 | 6.45 | RM1,767 |
| Shop GMV Max (paused) | RM0 | — | 19 | — | RM909 |
| Grand total | RM7,147 | 3.36% | 1,188 | 12.06 | RM86,198 |
Every active SKU is listed, so the rows add up to the account total.
Un01 · Meta Ads Regular, Core / BAU (Follower)
Regular Core Overview
Amount Spent (core)
RM1,480
▲ 261% vs Jun
Profile Visits
8,045
▲ 253%
Cost / Visit
RM0.18
held flat while scaling
IG Follows
552
▲ 215%
Cost / Follow
RM2.68
from RM2.35
Impressions
241,204
core only
Campaign Breakdown
| Campaign | Spent | Visits | Follows | Cost/Visit | Cost/Follow |
|---|---|---|---|---|---|
| IG Profile Visit main engine | RM835 | 7,475 | 489 | RM0.11 | RM1.71 |
| IG Profile Visit Testing | RM129 | 513 | 58 | RM0.25 | RM2.22 |
| FB Profile Visit FB side | RM516 | 57 | 5 | — | — |
| Grand total | RM1,480 | 8,045 | 552 | RM0.18 | RM2.68 |
FB Profile Visit runs on Facebook, so its result lands as 332 page likes and 2,830 link clicks rather than Instagram visits. Blended into the core cost per follow it looks expensive; read on its own it cost RM1.55 per page like.
Creative Reference
Melting Temptation
July's winning video family. Full test in the Experiment tab.
Farhampton
"Sometimes, a smell can trigger memories." June's efficiency anchor.
Findings
Core scaled 3.6x without breaking cost per visit. Spend went from RM410 to RM1,480 and cost per visit stayed at RM0.18. That is the clearest evidence this month that the follower engine still has headroom.
Cost per follow rose to RM2.68 from RM2.35. The main IG campaign actually improved to RM1.71, so the increase is a mix effect: the Testing campaign and the FB side both carry a higher cost per follow and now take a third of core spend.
The dual anchor from June was replaced. The Melting Temptation video family took over as the volume driver, and the content test explains why.
Action Plan
Keep scaling the main IG Profile Visit campaign while cost per follow sits at RM1.71, well below the account average.
Report the Facebook side on page likes and the Instagram side on follows, so each is measured on the result it actually buys.
Brief a second Melting Temptation variant before the current one fatigues; it carries the volume alone right now.
Un01 · Meta Ads Regular, Offline Store Activation
Offline Store Activation
Spend (hosted)
RM3,291
▲ 106% vs Jun
Reach
471,218
across campaigns
Impressions
802,998
77% of Regular impressions
Link Clicks
72,222
▲ 84%
CPC
RM0.046
from RM0.041
Objective, Traffic (Hosted Activation)
| Campaign | Spent | Link Clicks | CTR (all) | CPC |
|---|---|---|---|---|
| Activation Boarding Pass | RM1,331 | 30,913 | 6.37% | RM0.043 |
| Activation Show IC | RM1,323 | 29,888 | 11.55% | RM0.044 |
| Payday at TRX | RM283 | 7,976 | 11.85% | RM0.035 |
| Promo on TRX New | RM203 | 2,288 | 7.29% | RM0.089 |
| Welcome to TRX New | RM152 | 1,157 | 6.08% | RM0.131 |
| Grand total | RM3,291 | 72,222 | 8.40% | RM0.046 |
Boarding Pass carries the largest budget but the lowest CTR of the three main formats, at just over half the engagement of Show IC on nearly identical spend.
Content Preview — Activation Formats
Boarding Pass
Instructional. RM1,331 · 6.37% CTR
Show IC
Instructional, sharper offer. RM1,323 · 11.55% CTR
Welcome to TRX
Store announcement. RM152 · 6.08% CTR
Same objective, same placement, same RM0.04 CPC band. Show IC almost doubles Boarding Pass on CTR because the offer is stated as a benefit (10% off) rather than as a procedure.
Findings
Urgency still beats instruction. Payday at TRX and Show IC both cleared 11.5% CTR, while Boarding Pass sat at 6.37% for RM1,331. The pattern is identical to June, so it is a repeated result rather than a one-month reading.
The largest budget went to the weakest format. Boarding Pass took 40% of offline spend at 6.37% CTR, against 11.55% for Show IC on almost identical spend. August reweights toward the urgency formats.
Still no in-store outcome metric. 72,222 clicks were bought into physical stores and nothing after the click is visible from the ad account. Raised in June, still open.
Action Plan
Shift a meaningful share of Boarding Pass budget into the urgency formats for the next activation.
Agree one in-store success metric (footfall, in-store sales, or redemptions) before the next hosted run. Open since June.
Keep this reported separately from core so the follower KPI stays clean.
Un02 · Meta Ads CPAS
CPAS Overview
Amount Spent
RM1,775
▲ 98% vs Jun
Impressions
246,761
▲ 76%
Link Clicks
2,429
▲ 93%
Added to Cart
1,533
▲ 41%
Purchases
166
▲ 46%
Purchased Value
RM176,202
▲ 129%
ROAS
99.28
▲ from 82.71
Campaign Detail
| Campaign | Spent | ATC | Purch | Cost/Pur | ROAS |
|---|---|---|---|---|---|
| Remarketing, Always On | RM710 | 633 | 82 | RM8.66 | 112.13 |
| Remarketing, Event | RM609 | 485 | 70 | RM8.70 | 129.03 |
| Prospecting, ATC | RM455 | 415 | 14 | RM32.51 | 39.42 |
| Grand total | RM1,775 | 1,533 | 166 | RM10.69 | 99.28 |
Prospecting is bought on add to cart, not purchase, so cost per purchase is not the metric it is judged on. On its own objective it delivered ATC at RM1.10, the cheapest of the three.
Prospecting vs Remarketing
Prospecting share of spend
25.6%
Cost / ATC, prospecting
RM1.10 from RM1.55
Cost / ATC, blended
RM1.16
CTR, prospecting
1.49%
CTR, remarketing
0.80%
ATC pool vs June
▲ 41%
June's action plan called for protecting the prospecting floor. Spend on it more than doubled from RM220.73 to RM455.11, add to cart grew 192% from 142 to 415, and cost per add to cart improved 30% from RM1.55 to RM1.10. This is the clearest win of the month on Meta.
Ad Level Detail
Remarketing, by purchases · avg RM8.68
| Ad | Spent | Purch | Cost/Pur |
|---|---|---|---|
| Road to 7.7 | RM97 | 24 | RM4.03 |
| July Mid Month Promo | RM205 | 18 | RM11.41 |
| Farhampton (B) | RM101 | 15 | RM6.75 |
| Payday Juli 26 Buy 2 | RM126 | 14 | RM8.99 |
| 7.7 (event day) | RM175 | 10 | RM17.47 |
| Scent Focused Perfection | RM71 | 9 | RM7.89 |
| All remarketing | RM1,320 | 152 | RM8.68 |
Prospecting, by adds to cart · avg RM1.10
| Ad | Spent | ATC | Cost/ATC |
|---|---|---|---|
| Melting Single Image | RM81 | 96 | RM0.84 |
| Feeds Philea | RM106 | 90 | RM1.18 |
| Cherlavie Single | RM69 | 56 | RM1.23 |
| Feeds Darker O | RM25 | 37 | RM0.68 |
| CHS Motion (Scent) | RM49 | 36 | RM1.36 |
| O Series Video | RM17 | 27 | RM0.63 |
| All prospecting | RM455 | 415 | RM1.10 |
Prospecting is bought on adds to cart and remarketing on purchases, so each side is judged on its own objective.
Creative Reference
1. Road to 7.7
Most purchases of any CPAS ad (24) at RM4.03, less than half the RM8.68 average, on RM97.
2. Melting Single Image
Most adds to cart in prospecting (96) at RM0.84 against a RM1.10 average. Rated above average on quality.
3. Farhampton (B)
The durable one. Delivered in June and again in July, 15 purchases at RM6.75, on the SKU that leads both Shopee and TikTok.
Why these three. One winner from each part of the story: the best purchase driver, the best add to cart driver, and the asset that holds up month after month. All three are read from the July ad level export, which ties exactly to the campaign totals.
What the three have in common. Every one is a single hero bottle on a clean, uncluttered background with one line of text doing the work: an offer for Road to 7.7, a scent description for Melting, a promise for Farhampton. None of them uses a model, a lifestyle scene, or a busy layout. The one message per frame pattern is what CPAS rewarded this month, and it is the opposite of what won on TikTok, where the lifestyle photo dump took the click.
Findings
The teaser beat the event. Road to 7.7 delivered 24 purchases at RM4.03 while the 7.7 event day asset delivered 10 at RM17.47, on 80% more spend. The build up converted; the day itself did not.
Scaling improved returns rather than diluting them. Spend nearly doubled and ROAS rose to 99.28 from 82.71. The event remarketing campaign led at 129.03.
Spend and efficiency were not aligned this month. The cheapest converter, Road to 7.7 at RM4.03, ran on RM97, while two heavier assets sat above the RM8.68 average. August budget follows the cost per purchase.
Cost per purchase rose to RM10.69 from RM6.59. The expected trade when buying more volume. Remarketing on its own held at RM8.68, so the blended figure is pulled up by prospecting, which is not bought on purchases.
The June risk is closed, and then some. Prospecting was the one item missed in June. It was funded from RM220.73 to RM455.11, and its add to cart pool grew 192% while cost per add to cart improved 30% to RM1.10.
Action Plan
Hold prospecting at or above the current RM455 floor; it is now the proven source of the ATC pool.
Brief the next event around a build up asset rather than a single event day asset. Road to 7.7 outperformed the day itself by more than four times on cost per purchase.
Test the event remarketing structure on a non-event window, given it produced the highest ROAS of the three.
Un03 · Shopee Ads
Shopee Overview
Amount Spent
RM7,147
▲ 16% vs Jun
Impressions
386,660
▼ 8%
Clicks
12,974
▼ 1%
CTR
3.36%
▲ 8%
Conversions
1,188
▼ 1%
GMV
RM86,198
▲ 1.5%
ROAS
12.06
from 13.81
Ads GMV % of Store
58.1%
Jun 58.3%
Store Health (Shopee Seller Centre, paid orders)
| Metric | July |
|---|---|
| Store paid sales | RM148,403 ▲ 2.0% |
| Paid orders | 1,060 |
| Sales per order | RM140.00 |
| Visitors | 46,608 |
| Order conversion rate | 1.57% |
| Buyers (new / returning) | 970 (815 / 155) |
| Repeat purchase rate | 7.94% |
84% of July buyers were new to the store. Retention, not acquisition, is the weaker half of the funnel right now.
Where Store Sales Came From
June was 54 / 26 / 20. Product Card held, Live eased, Affiliate kept climbing. Inside Product Card, Shop is the largest source at 41.0%, then Search 18.5% and Recommendation 17.0%.
Voucher load
Vouchered sales
RM24,250
Voucher cost
RM3,025
Share of ads GMV on voucher
28.1%
Findings
Efficiency eased while demand held. 16% more spend produced 1.5% more GMV, so ROAS fell to 12.06. Click quality did not deteriorate, CTR rose to 3.36% and conversion rate to 9.16%, which points at auction cost rather than creative.
Farhampton is still the anchor. RM15,939 GMV at 15.26 ROAS, the largest single SKU line in the account, and it also leads TikTok. One product is carrying two channels.
Untitled Aroma 01 is the efficiency outlier. ROAS 24.82 on RM274 spend, double the account average, on a budget small enough that it is clearly under-funded.
Body mist is quietly working. My 1st O (15.90) and Drop of Sunshine (13.29) both beat the account ROAS on budgets under RM180.
Action Plan
Increase budget on Untitled Aroma 01 and the two body mists; all three beat account ROAS on budgets under RM280.
Review the weakest tail, Elea at 5.91 and Orgsm Melting Temptation at 6.45, for August reallocation.
Keep Shop GMV Max paused. It produced RM909 on zero recorded spend and is not a line to plan around.
Un04 · TikTok Ads · First Full Month
TikTok Overview
Total Spend
RM7,143
34.3% of account
GMV (product + live)
RM126,483
first full month
ROI
19.68
above Shopee 12.06
Orders
1,418
CPO RM4.53
Upper Funnel Spend
RM717
10% of TikTok
Upper Funnel Reach
170,912
deduplicated
Structure of the Channel
| Layer | Spend | Orders | CPO | GMV | ROI |
|---|---|---|---|---|---|
| Lower funnel — GMV Max Live | RM1,912 | 861 | RM2.22 | RM55,607 | 29.08 |
| Lower funnel — GMV Max Product | RM4,515 | 557 | RM8.11 | RM70,876 | 15.70 |
| Lower funnel total | RM6,427 | 1,418 | RM4.53 | RM126,483 | 19.68 |
| Upper & middle funnel | RM717 | — | — | — | — |
| TikTok total | RM7,143 | — | — | — | — |
Upper & Middle Funnel
| Campaign | Objective | Spend | Impr | Reach | Clicks (dest) | CTR (all) | Profile Visits |
|---|---|---|---|---|---|---|---|
| 260722 Traffic Click | Traffic | RM100 | 52,756 | 37,175 | 6,092 | 21.87% | 1,554 |
| 260707 Video Views | Video View | RM527 | 189,579 | 126,627 | 685 | 4.72% | 288 |
| End of Month Boost, Visit | Community Interaction | RM90 | 32,672 | 16,474 | 2,800 | 17.67% | 93 |
| Total | — | RM717 | 275,007 | 170,912 | 9,577 | 9.55% | 1,935 |
Upper funnel findings
Traffic Click is the standout. RM100 produced 6,092 destination clicks at 21.87% CTR (all), the highest engagement rate of any campaign on any channel this month. It only launched on 22 July, so this is a partial-month result on a small budget.
Video View bought attention cheaply. RM527 delivered 24,581 paid six-second focused views and 244,252 video views, but only 685 destination clicks. It is doing its job, which is audience building, not traffic.
Profile Visit was stopped early. The campaign ran to 4 July and was retired; 93 paid profile visits on RM90.
Upper funnel action plan
Ring-fence RM2,000 including tax for upper and middle funnel testing in August, so promotional dates stop setting flight length.
Run one objective at a time, long enough to finish the learning phase. That single change is what makes the next six months of upper funnel spend readable.
Attach the yellow basket product anchor to every eligible asset, so awareness content can be reused for GMV Max.
Build the next test in video. Static stays reserved for click objectives, where it already proved itself.
Lower Funnel — GMV Max Product
| Campaign group | Spend | Orders | CPO | GMV | ROI |
|---|---|---|---|---|---|
| Farhampton | RM1,475 | 164 | RM8.99 | RM21,289 | 14.44 |
| Orgsm Melting Temptation | RM508 | 65 | RM7.81 | RM8,974 | 17.68 |
| Other Product | RM502 | 79 | RM6.35 | RM8,787 | 17.51 |
| Darker Shade of Orgsm | RM443 | 57 | RM7.77 | RM7,929 | 17.91 |
| Orgsm | RM444 | 62 | RM7.16 | RM7,392 | 16.64 |
| Alpha | RM380 | 55 | RM6.91 | RM6,513 | 17.14 |
| Philea | RM395 | 39 | RM10.12 | RM5,401 | 13.68 |
| Core Volume | RM195 | 19 | RM10.28 | RM2,539 | 13.00 |
| The Elite Scalers | RM174 | 17 | RM10.22 | RM2,053 | 11.81 |
| Total | RM4,515 | 557 | RM8.11 | RM70,876 | 15.70 |
Grouped by campaign, which is how the account is now structured. "Core Volume" and "The Elite Scalers" are the old multi-SKU campaigns being wound down in favour of one campaign per hero product.
Product findings
Efficiency improved as coverage widened. Every SKU is now promoted, not only hero products, and ROI still rose from 13.62 in June to 15.70 in July.
Non-hero campaigns are pulling their weight. "Other Product" delivered the cheapest cost per order in the group at RM6.35, which is the case for widening the catalogue rather than concentrating on heroes.
Farhampton takes a third of product spend. RM1,475 of RM4,515, at a below-average 14.44 ROI. It earns the volume, but it is not the efficiency leader it is funded as.
Product action plan
Widen GMV Max Product to the full catalogue, now that non-hero SKUs have shown ROI.
Split hero products into their own campaign so they stop overlapping with the rest in the algorithm.
Cut affiliate content with weak returns and a high cost per purchase.
Lower Funnel — GMV Max Live
| Live show | Sessions | Spend | Orders | GMV | ROI |
|---|---|---|---|---|---|
| The Scent Escape | 19 | RM417 | 213 | RM13,835 | 33.20 |
| Gentlemen's Scent Club | 15 | RM204 | 140 | RM7,527 | 36.89 |
| Payday Perfume Picks | 15 | RM362 | 86 | RM6,289 | 17.36 |
| Your Everyday Signature | 8 | RM265 | 104 | RM6,052 | 22.83 |
| The July Signature | 8 | RM228 | 90 | RM5,644 | 24.79 |
| Summer Glow Scents | 8 | RM180 | 61 | RM5,356 | 29.71 |
| The Fragrance Edit | 7 | RM154 | 66 | RM4,466 | 28.94 |
| Other sessions | — | RM102 | 201 | RM6,438 | — |
| Total | 74 | RM1,912 | 861 | RM55,607 | 29.08 |
Counts sessions that carried ad spend. Ads were inactive from 4 to 6 July.
Live findings
Live is the most efficient line in the whole account. RM1,912 returned RM55,607 at 29.08 ROI and RM2.22 per order. Nothing on Meta or Shopee comes close on cost per order.
Continuous activation is what changed. Live ads ran through the month instead of only on peak days, so the algorithm stopped re-entering the learning phase on every activation. GMV rose 64% against June with spend up 115%.
Show format matters more than budget. Gentlemen's Scent Club returned 36.89 on RM204 while Payday Perfume Picks returned 17.36 on RM362. The cheaper show is more than twice as efficient.
Live action plan
Hold a Live Max floor of RM40 to RM60 per hour every day, and scale on peak days from that base rather than cold starting.
Give Live its own budget line for August. It delivers the best cost per order in the account on 30% of the lower funnel spend.
Rebuild the weaker shows around the Gentlemen's Scent Club and The Scent Escape formats.
Creative Reference
Traffic Click — Slide 1
Hakim, image ad. 11.85% CTR at RM0.02 CPC.
Traffic Click — Slide 2
Photo dump format, same ad.
Best Video View
"Tak payah try hard", Farhampton. RM41.87, 4,993 six-second views, 21.39% result rate.
Loop Closure
| Committed in the June report | Status | Channel | What happened in July |
|---|---|---|---|
| Protect the prospecting floor after the efficiency drive | Done | Meta CPAS | Funded from RM220.73 to RM455.11. Add to cart grew 192% to 415 and cost per add to cart improved 30% to RM1.10. June's one missed item is now closed |
| Extend the Scent Focused format to more SKUs | Done | Meta CPAS | CPAS ROAS rose to 99.28 from 82.71 on nearly double the spend |
| Replicate the event-day urgency angle | Done | Meta Regular | Payday at TRX repeated at 11.85% CTR and the lowest CPC of the offline set |
| Scale Farhampton and Sore Eterna while momentum holds | Done | Shopee | Farhampton grew to RM15,939 GMV and led both Shopee and TikTok. Sore Eterna eased to RM3,833 |
| Keep Shop GMV Max paused | Done | Shopee | Stayed paused all month |
| Agree one in-store success metric with HMNS | Open | Meta Regular | Still not agreed. 72,222 clicks bought into stores this month with no visibility after the click |
What We Changed, Week by Week
| Week | Channel | Change |
|---|---|---|
| W1 | Shopee | Ran on the previous month's structure while the July baseline was established |
| W1 | TikTok | Ads stopped 4 to 6 July and were restarted. 7.7 promotion day activated. Profile Visit campaign retired after 4 July |
| W2 | Shopee | Rebuilt the low performing ads |
| W2 | TikTok | Performance stabilised, custom promotion days activated, product detail content monitored, middle funnel manual bidding introduced. Video View campaign ran 7 to 31 July, mostly Orgsm Melting Temptation |
| W3 | Meta Regular | Content testing started: Melting Temptation video family against Farhampton |
| W3 | Shopee | Budget adjusted after the week 2 rebuild |
| W3 | TikTok | Custom promotion days switched off. Budget split rebalanced from 60/30/10 to 65/27/8 across Product, Live and Middle Funnel, justified from Seller Centre data. Affiliate Traffic Click experiment launched 22 July |
| W4 | Meta Regular | Offline creative test (Offline 01 to 03) from 23 July and the TRX image test from 24 July |
| W4 | Shopee | Budget raised for the payday window |
| W4 | TikTok | Budget raised for payday 25 to 31, high cost per order content excluded, promotion days activated |
What moved the numbers
The week 3 TikTok budget shift from Middle Funnel into Product and Live. Live went on to deliver the best cost per order in the account, RM2.22.
Running Live ads continuously instead of only on peak days stopped the algorithm relearning on every activation. GMV rose 64% month on month.
Funding prospecting instead of cutting it turned June's single missed item into July's ATC pool growth.
What slipped, and why
The in-store metric is still not agreed, now the second month running. It is the only item carried forward unresolved, and it blocks any real judgement of RM3,291 of offline spend.
TikTok ads were inactive from 4 to 6 July, three days out of the channel's first full month.
Shopee took 16% more spend for 1.5% more GMV. August sets a target ROAS for the channel so the trade-off is chosen rather than absorbed.
Experiment
Four content tests ran in July: three on Meta and one on TikTok.
Test 01 — Melting Temptation vs Farhampton · Meta Regular Core · week 3
| Ad Name | Spent | Impressions | Reach | Link Clicks | CPC | CTR | Profile Visits | Cost/Visit |
|---|---|---|---|---|---|---|---|---|
| Farhampton_Video | 0.59 | 63 | 62 | 1 | 0.59 | 1.59% | 1 | 0.59 |
| Melting_Video1 | 24.62 | 1,581 | 1,378 | 44 | 0.56 | 2.78% | 45 | 0.55 |
| Melting_Video2 | 49.71 | 5,891 | 5,198 | 203 | 0.24 | 3.45% | 201 | 0.25 |
| Melting_Video3 | 23.54 | 4,159 | 3,760 | 141 | 0.17 | 3.39% | 144 | 0.16 |
| Total | 98.46 | 11,694 | 10,398 | 389 | 0.25 | 3.33% | 391 | 0.25 |
Results differ sharply. Melting 3 has the cheapest CPC and a 3.39% CTR, not far from Melting 2, with the cheapest cost per profile visit at RM0.16.
Melting Temptation
Winning asset.
Insight — why Melting won
1. Aspirational, aesthetic visuals aimed at a specific social class (ASMR / flexing). Shot inside a luxury car; the upper-class setting indirectly raises the perceived value of the product.
2. A "bold claim" hook with humour. A deliberately controversial, curiosity-triggering line: "four sprays and someone else's boyfriend turns up."
3. Pop-culture reference for relatability. Name-checks the One Wish Willow trend, a symbol associated with wanting a partner to become obsessed.
4. Targets a pain point. Emotional aspiration: aimed at women who want to look hot, confident, and be the centre of attention.
5. A call to action that drives the click. The narrator closes by telling the audience to grab it through the link.
Together these pulled a higher ad click-through rate.
Test 02 — Offline event creative · Meta Regular Offline · 23 to 31 July
| Ad Name | Spent | Impressions | Reach | Link Clicks | CPC | CTR |
|---|---|---|---|---|---|---|
| Offline 01 | 35.34 | 7,151 | 6,877 | 254 | 0.14 | 3.55% |
| Offline 02 | 4.25 | 1,240 | 1,229 | 36 | 0.12 | 2.90% |
| Offline 03 | 109.76 | 17,223 | 14,923 | 1,558 | 0.07 | 9.05% |
| Total | 149.35 | 25,614 | 23,029 | 1,848 | 0.08 | 7.22% |
Results differ sharply. Offline 3 has the cheapest CPC and the highest CTR at 9.05%.
Offline 03
"POV: Bila bestie kantoi keluar dengan laki orang"
Insight — why Offline 03 won
1. A strong visual and text hook in the first three seconds. The on-screen text "POV: Bila bestie kantoi keluar dengan laki orang" opens a curiosity gap immediately.
2. Story, emotion, entertainment. Everyday conversation, slang, gestures and humour make it feel like a real exchange between friends.
3. A seamless transition to the product. From "can I borrow your perfume", the character moves straight to inviting the viewer to the physical store for the HMNS TRX promo.
Together these pulled a higher click-through rate and read as favourable to Meta.
Test 03 — TRX store imagery · Meta Regular Offline · from 24 July
| Ad Name | Spent | Impressions | Reach | Link Clicks | CPC | CTR |
|---|---|---|---|---|---|---|
| TRX 1 | 107.25 | 16,763 | 12,482 | 845 | 0.1269 | 5.04% |
| TRX 2 | 7.15 | 1,360 | 1,209 | 59 | 0.1212 | 4.34% |
| Total | 114.40 | 18,123 | 13,691 | 904 | 0.13 | 4.99% |
The two are not far apart on result, but Meta's algorithm pushed TRX 1 harder, which suggests that content was the more favourable of the two.
What separates the two
Offline (real store photo): people trust seeing an actual physical location, real people, a real environment. It reads as "this is legit".
TRX 1
Storefront with real crowd.
TRX 2
Product display counter.
Budget was split 15 to 1, so this is not a clean read. Re-run at parity before turning it into a rule.
Test 04 — Image vs Video · TikTok Traffic Click, affiliate boost post · from 22 July
| Name | Type | Spend | CPC | CPM | Impressions | Clicks | CTR | Likes | Follows | Favorites |
|---|---|---|---|---|---|---|---|---|---|---|
| Dyandra | Video | 23.15 | 0.05 | 2.06 | 11,239 | 441 | 3.92% | 31 | 1 | 7 |
| Hakim | Image | 53.01 | 0.02 | 1.87 | 28,352 | 3,359 | 11.85% | 1,153 | 8 | 39 |
Campaign performance result
Image ad outperformed video. The Image format (Hakim) significantly beat the Video format (Dyandra) across every traffic metric.
3x higher CTR. Image reached 11.85% against Video at 3.90%.
Ultra-cheap CPC. RM0.02 against RM0.05 for video, delivering 3,359 clicks on only RM53.01 of spend.
Learning & insight
Aspirational lifestyle sells. Pairing HMNS Farhampton with an "ideal lifestyle" narrative (showing off a partner, luxury vibes, cars, gym) instantly raised perceived product value and triggered impulse clicks.
Native photo format wins. The TikTok-style photo dump feels natural and authentic in the feed, reducing ad fatigue and boosting curiosity clicks.
Sell the lifestyle first; the product follows naturally as the ultimate status symbol.
Hakim — Slide 1
Winning image ad.
Hakim — Slide 2
Photo dump, same ad.
Result Summary
Bars are qualitative, showing strength of result against the hypothesis, not a shared metric scale.
Noticeable Phenomenon
What the brands advertising alongside HMNS in Malaysia are saying, and the evidence behind each read. Source: public Meta Ad Library, Malaysia, 1 August 2026.
The Angles Competitors Are Running
Sukka Perfumes · Malaysia · 11 live ads
Angle: longevity, told as a compliment moment. Every line is the same idea worked from a different side. They never state a number of hours; they stage the moment someone notices.
"The best compliments don't happen after you spray. They happen hours later."
"The best perfume isn't the strongest. It's the one that's still there when someone asks, what perfume are you wearing?"
"Some perfumes disappear. This one stays with people."
"Because your workday doesn't end at lunchtime. Neither should your perfume."
Meta Ad Library, Malaysia, 1 Aug 2026. Five live Sukka ads side by side, all started 29 July. Every one opens on the same idea, and not one of them states a number of hours.
Klone Scents · 41 live ads
Angle: designer dupe, anchored on a price gap. Every ad names a number and sets it against a luxury price. 37 of the 41 are video.
"Smell irresistible without the $300 price tag."
"Designer scents, without designer prices."
"Discover the affordable versions of iconic fragrances made with high-quality ingredients, just like luxury brands, but for just $39."
"Cologne that actually gets you noticed. 12 hours of performance, $39 a bottle."
Meta Ad Library, Malaysia, 1 Aug 2026. Ten live Klone ads, all started 1 August, all video. Note the repeated line "spent $200, $300+ on the same cologne for years, same scent, same counter, same price that never made sense."
Prices are quoted in US dollars, so this is a cross-border advertiser rather than a Malaysian one.
The Same Claim, Said Two Ways
| Claim | How we said it in July | How Sukka said it |
|---|---|---|
| It lasts | "Long-lasting. Intimate. Unforgettable." Farhampton (B) | "The best perfume isn't the strongest. It's the one that's still there when someone asks, what perfume are you wearing?" |
| How long | "Lasts up to 5 to 6 hours." Melting Single Image | "No constant re-spraying. No perfume disappearing before lunch." |
We state the specification. They stage the moment the specification pays off. Same claim, and ours is arguably the stronger product fact, but theirs is the one a reader can picture.
What We Can Take From This
Nobody in this set is selling bottle size. Every competitor line is about scent, longevity, or price. HMNS sells 100ml at the same ticket price these brands charge for 35 to 50ml, and no July creative mentions it.
Longevity is being claimed by someone else, in scenes. We own the better version of the claim on paper and the weaker version on screen. Turning "lasts 5 to 6 hours" into a moment is a rewrite, not a reshoot.
Our own July test already proved the point. Offline 03 won on a staged POV moment and Melting won on an aspirational scene, both beating flat product statements. The competitor read and our own test results are pointing the same way.