Case study

How Roborock achieved ≈17x ROAS at a 5.8% ad spend ratio using promo code tracking

This case study covers the promotion of the Roborock brand in the electronics category (premium household appliances: robot vacuums and cordless wet vacuums) 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.

≈17x
ROAS: 5.8%
Ad Spend Ratio

On this page

Overview
Client's task
How it worked
Results
Conclusions
Scaling opportunities

Client's task

Brand: Roborock, electronics category, premium segment of household appliances with a high average order value.
Task: increase the number of orders on marketplaces.
Starting point: a basic CPA model, without additional promotion tools.

Roborock brand | CPA starting model

Hypotheses

A basic CPA model will provide a steady flow of sales in the electronics category 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: in a high-ticket category, promo codes combined with specialized affiliate partners work effectively.

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 top models: cordless wet vacuums and robot vacuums.
The partner network continues to expand.

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

≈17x
ROAS: 5.8%
Ad Spend Ratio

ROAS (return on ad spend) for the case overall: around 17x.
Ad spend ratio for the case overall: about 5.8%.
The main contribution to turnover comes from a handful of key models in the lineup, which account for noticeably more sales than the rest of the brand's assortment combined.
The team found an effective approach with affiliate partners and scaled it, driving several-fold sales growth.

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Conclusions

In high-ticket niches, a standard CPA model often fails to reveal its real potential.
Promo code tracking combined with affiliate partners proved to be an effective tool for this category: it delivered several-fold growth and enabled a high ROAS at a low ad spend ratio.
The strong result came not from one-off placements but from a continuously expanding network of partners with personal promo codes: the more partners are onboarded, the larger and more consistent the sales volume.

Scaling opportunities

Onboard new affiliate partners under the promo code scheme: the network continues to grow.
Grow the share of the lineup's top models in the brand's overall turnover: these show the best balance between ROAS and ad spend ratio.
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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