How 70mai achieved ≈14x ROAS at a 7.1% ad spend ratio using promo code tracking
This case study covers the promotion of the 70mai brand in the electronics category (primarily 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 and ad spend ratio) are shown.
- 14x
- ROAS
- 7.1%
- Ad spend ratio
Client's task
Brand: 70mai, electronics category, primarily car dash cams.
Task: increase the number of orders on marketplaces.
Starting point: 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 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.
Sales dynamics by month
From testing new formats to scaling the most effective combination
Testing new combinations
Finding optimal partner combinations
Scaling successful combinations
Several-fold sales growth
As we scaled the most effective combinations, sales grew significantly month over month.
Channels used
Affiliate partners and deal aggregators with promo code tracking: main channel.
Thematic publications on a major media platform.
Fixed placements with individual partners.
Basic CPA model running in the 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 an effective approach with affiliate partners and is scaling it toward 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 only to place a promo code but also to promote a specific product for an extra fee—for example, by featuring a banner on their site, mentioning the product more often in their channels, or placing it higher in a selection. This is a separate paid option on top of standard placement and has also shown strong results.
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