YaMe.vn

The Objective

YaMe.vn is a Vietnamese fashion brand built on the philosophy that every body type deserves a “perfect fit”. Moving away from mass-produced designs, the brand focuses on offering tailored styles for diverse physiques. 

While the team was already using conversion-focused tools to drive immediate sales, they saw an opportunity to scale overall store Gross Merchandise Value (GMV) even further.

The Solution

To achieve this, YaMe.vn adopted a full-funnel marketing approach. Rather than relying solely on bottom-of-funnel tactics, the brand introduced Brand Consideration Ads alongside GMV Max, strategically allocating 53% of its total ad budget to the consideration phase. 

This created a highly effective two-step engine:

Step 1: Building Demand with Brand Consideration Ads 

Brand Consideration Ads target users who are already interested in the fashion category but have not yet interacted with the brand. Instead of pushing for immediate purchases, these ads introduced the brand, built familiarity, and sparked interest early in the customer journey. Over time, this created a pool of warm, high-intent audiences who were more likely to convert.

Step 2: Converting with GMV Max

Once the demand was established, GMV Max took over. By retargeting the warm audiences, GMV Max was able to drive conversions more effectively as it focused on shoppers who had already shown interest rather than reaching completely new users.

The Result

Compared to running GMV Max campaigns alone, this full-funnel approach delivered significantly stronger efficiency. YaMe.vn achieved a 7.4x increase in new buyer acquisition rate and a 6.2x increase in overall conversion rate, demonstrating how warming up audiences earlier in the journey can directly improve downstream performance. By building demand upfront, brands can unlock stronger reach, higher-quality traffic, and more efficient conversions.