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  • Success Case Study
    • SHEIN Drives
    61K+ Surge in
    New Customers &
    39% Higher AOV
    with Starti.
    Published 30.03.2025
    Our New Success
    Case Studies
    19M+
    free brand exposure.
    (app installs + first deposits).
    Partner Overview:
    SHEIN, a global fast-fashion e-commerce leader, faces growth saturation. Partnered with Starti to leverage CTV’s premium, high-engagement environment to uplift growth and drive measurable ROAS.
    Objectives & Goals
    New Customer Acquisition in US/EU with high purchase intent.
    KPI >15K new users with >25% successful purchases.
    New Customer Acquisition in emerging markets (LATAM, MENA) with high purchase intent.
    KPI: > 30K high-LTV users with >25% successful purchases.
    Re-Engage Lapsed Buyers:
    Reactivate dormant users who hadn’t purchased in 4+ months. KPI: >10K.
    Boost Average Order Value (AOV):
    Promote bundle deals and premium collections to increase basket size. KPI: AOV >+30%.
    SHEIN’s Challenges
    1. Stagnant Growth in Mature Markets:
    US user acquisition costs surged 40% YoY as competitors like Temu flooded CTV/OTT channels.
    2. Low Engagement in Emerging Markets:
    Brazil/MENA audiences showed high cart abandonment (65%).
    3. Dormant User:
    8M+ users inactive for 4+ months, with generic email/SMS campaigns achieving <3% reactivation.
    4. Ad Fatigue:
    Overlap with competitors on TikTok/Instagram eroded click-through rates.
    5. Audience Precision:
    Reaching trend-conscious shoppers likely to convert, not just browse.
    Starti Strategy
    01//
    Hyper-Targeted Audience Segmentation

    New Users

    - Leveraged first-party data to target viewers of fashion hauls, award shows, and Gen Z-focused series on FAST platforms like Roku and Tubi.

    - AI Cohorts: Built “Trend-Hungry Gen Z” (18–24) and “Value-Driven Millennials” (25–35) segments using CTV Signals: Viewership of Love Island, Selling Sunset, and fashion TikTok compilations on FAST channels.

    - Purchase Intent: Mobile searches for “trending OOTD,” “festival outfits,” and competitor app usage (ASOS, Zara).

    - Starti’s AI analyzed SHEIN’s top 10% spenders (avg. $200/month) to find “hidden twins” in LATAM/MENA, boosting conversion efficiency by 52%.

    - Focused on households with $65k+ income and frequent online apparel purchases.

    Reactivation

    Identified 1.8M inactive users (4+ months) and served CTV ads with:

    - Personalized Offers: “We Miss You! 30% Off Your Favorite Category” (e.g., swimwear for past beachwear buyers).

    - Scarcity Triggers: “Back-in-Stock Alerts” for items left in carts.

    02//
    Dynamic Creative Optimization (DCO)

    1:1 Personalization:

    Auto-generated 15,000+ CTV ad variants weekly, including:

    Brazil:

    Portuguese voiceovers for carnival sequin dresses + real-time pricing in BRL.

    MENA:

    Modest wear collections promoted during Ramadan with Arabic subtitles.

    After CTV exposure, users received mobile push notifications with abandoned cart reminders + location-based offers for nearby pop-up stores.

    Geo-tailored messaging:

    US: “3-Hour Flash Sale – 5 Pieces Under $50!” EU: “Free Shipping Over €75!”

    Interactive Ads:

    QR codes for app downloads + voice CTAs (“Say ‘Shop Now’ to unlock 20% off”).

    03//
    Prime Content Placements

    Ads aired during Euphoria, Coachella live streams, and Paris Fashion Week coverage, capturing audiences in “discovery mode.”

    Contextual Alignment:

    Ads ran only alongside lifestyle/reality TV content (e.g., Next in Fashion), avoiding controversial topics.

    04//
    SmartReach™ AI Optimization

    AI shifted 70% of budget to top-performing channels (reality TV, influencer collaborations) and paused underperforming creatives in < 24 hours.

    05//
    OmniTrack Attribution

    Tracked CTV-to-mobile conversions, revealing 68% of purchases occurred on SHEIN’s app within 12 hours of ad exposure.

    IAS-Certified Viewability:

    Blocked 99.9% of invalid traffic, ensuring every impression reached real viewers.

    90 days Results
    19K+
    New Customer Acquisition in US/EU
    with 32% purchases (exceeding goal of >15K new users with >25% successful purchases).
    41K+
    New Customer Acquisition in US/EU
    with 32% purchases (exceeding goal of >15K new users with >25% successful purchases).
    22K+
    Re-engage dormant users
    exceeding goal of >10K
    +39%
    Boost Average Order Value (AOV)
    $58 to $81
    exceeding goal of +30%
    26%
    Lower CPA
    Reduced New User First Time Purchase CPA
    Highlights
    SHEIN
    Paid only for conversions
    14.7x
    Estimated ROAS
    19M+
    free brand exposure.
    (app installs + first deposits).
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