Case Study

How 70mai achieved ROAS (return on ad spend) 14x at an ad spend ratio of 7.1% ≈ using promo code tracking

Below is a case study on promoting the 70mai brand in the electronics category (primarily car dash cams, with a smaller share of compressors and accessories) on marketplaces. The case does not disclose budget, turnover (GMV), or average order value in rubles. Only relative performance indicators (ROAS, ad spend ratio) are shown.

14x
ROAS: 7.1%
Ad Spend Ratio

On this page

Overview
Client's Task
How It Worked
Results
Conclusions
Scaling Opportunities

Client's Task

Brand: 70mai, electronics category, primarily car dash cams.
Task: increase the number of orders on marketplaces.
Starting point: on a basic CPA model, without additional promotion tools.

70mai brand | CPA starting model

Hypotheses

A basic CPA model will provide a steady flow of sales thanks to the large number of bloggers within our platform.
If the first hypothesis is not confirmed: increase reach through fixed placements (fixed fee + CPA) and content integrations with major media platforms.
The final hypothesis, which was confirmed: promo codes combined with specialized affiliate partners work effectively in this category too.

How It Worked

Our team tested several formats on the brand's assortment: the basic CPA model, fixed placements (fixed fee + CPA), and publications on a major media platform.
The team then focused on promo code tracking: each affiliate partner was assigned a personal promo code.
The best results came from promo code tracking on the brand's dash cams.
The partner network continues to expand.

Channels Used

Affiliate partners and offer aggregators with promo code tracking: main channel.
Thematic publications on a major media platform.
Fixed placements with individual partners.
Basic CPA model as background.

Results

14x
ROAS: 7.1%
Ad Spend Ratio

ROAS (return on ad spend) for the case overall: around 14x.
Ad spend ratio for the case overall: about 7.1%.
Turnover comes from a wide pool of dash cam models rather than one dominant item.
The team found a working arrangement with affiliate partners and is scaling it, building toward a stable monthly turnover.

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Conclusions

Promo code tracking combined with affiliate partners proved to be an effective tool for this category as well: it delivers a high ROAS at a moderate ad spend ratio.
Unlike categories with one clear flagship product, here the efficiency rests on a broad assortment: turnover is built from many mid-priced items rather than a single top model.
Scaling the promo code network is what's driving the shift toward stable monthly turnover.

Scaling Opportunities

Onboard new affiliate partners under the promo code scheme: the network continues to grow.
Strengthen promotion within the already-established wide pool of models, rather than concentrating on a single item.
Some affiliate partners are willing not just to place a promo code, but to additionally promote a specific product for an extra fee: for example, featuring a banner on their site, mentioning it more often in their channels, or placing it higher in a selection. This is a separate paid option on top of standard placement, and it also shows strong effectiveness.

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