CASE 01 / Kamito · Apr–Dec 2025
Multi-Channel Paid Media Optimization & Scale.
About Kamito ↗
Category: Sport & Outdoor
Kamito is a mid-range Vietnamese sportswear and equipment brand launched in 2018 and owned by MIDOMAX VIETNAM JSC. It offers footwear, rackets, sports apparel, and accessories for pickleball, football, volleyball, badminton, table tennis, and running.
Measurement details
| Measure | Starting point | Target | Actual |
|---|---|---|---|
| ROAS | About 7×April 2025 | At least 16×Each month | 21× blendedFull-year 2025 |
| All-channel e-commerce NMV | 2024 = index 100 | +200% YoY2025 = index 300 | +370% YoY2025 = index 470 |
NMV = GMV − Cancelled Value − Returned Value − Refunded Value.
ROAS = NMV ÷ ad spend after tax.
Business context.
Kamito’s e-commerce revenue had been largely flat. I joined the e-commerce team in April 2025 to plan, allocate and optimize paid media. The team targeted revenue growth and net profit.
Rebalanced Channel Performance
Planned budgets and restructured campaigns by channel role, maintaining stable test budgets before reviewing results and reallocating spend. Increased spend during strong conversion periods and used retargeting to re-engage interested customers and drive revenue growth.
ROAS increased from 9x to 40x, while revenue tripled with the same ad spend.
Drove Demand Through Paid Media
Analyzed campaign data, customer feedback and competitors, then partnered with the Social Commerce team to build demand through ad hooks, messages and CTAs. Tested creatives on TikTok, scaled winners across Meta and Google, and used Shopee Ads to convert demand into sales.
Increased purchase intent, supporting better ad delivery and conversions.
Focused on livestream conversion.
Ran teaser campaigns on pre-sale days to build interest and drive livestream traffic, typically allocating 15% of ad spend to teasers. Optimized livestream ads with the remaining 85%, adjusting budgets by performance and scaling spend during peak sale hours and voucher releases.
Achieved an average ROAS of 34x, making livestream ads a key revenue driver.
