Case Study: Bata Industrials achieves higher ROI through precise Facebook targeting with Capillary Technologies

Bata achieves higher ROI through precise targeting by linking CRM insights and Facebook marketing

Bata, the century-old multinational shoemaker with 5,000 stores across 70 countries, faced weak response from SMS-only outreach and wanted a way to reach customers where they were active, measure true offline impact, and manage campaigns without exposing customer data across multiple platforms. The marketing team sought a single solution to target customers based on offline purchase behavior, run Facebook campaigns, and close the loop on ROI.

Using Capillary’s Engage+ (Insights+, Engage+, Loyalty+) integrated with Facebook, Bata applied offline-first filters, then Facebook demographic targeting, issued social coupons, controlled ad frequency, and used AI-driven predictions to refine campaigns. The result: a 34% higher hit rate vs. SMS, 57× ROI on a targeted ladies’ wear campaign, and MYR 217K incremental sales, all tracked through closed-loop reporting.

Bata Industrials

Diana Wong

Marketing Manager