1. Executive Summary & Positioning
U.S. Polo Assn. is the official brand of the United States Polo Association (USPA), bringing authentic American sportswear heritage to Thailand.
- Brand Hub: https://linktr.ee/uspoloassn.th (@uspoloassn.th, LINE OA @uspolo)
- Phase 1 Strategy (Aug – Mid-Oct 2026): Deploy 100% of media spend into Social Media Marketing (FB, IG, TikTok, LINE OA) to drive brand awareness, engagement, DMs, and social commerce orders.
- Phase 2 Strategy (Mid-Oct 2026+): Pivot media spend into Shopify Direct Web Purchase Conversions, Meta ASC, Marketplace CPAS (Shopee/Lazada), and Google Shopping Ads (Merchant Center + PMax).
2. Phase 1: Social Media Plan (Aug – Mid-Oct 2026)
Monthly Media Budget: THB 100,000 / month allocated across social channels.
| Channel | Monthly Budget (THB) | Share (%) | Primary Campaign Objectives | Target Output / Funnel Stage |
|---|---|---|---|---|
| Meta Ads (FB & IG) | THB 50,000 | 50% | Reels Views, Carousels, Linktree Traffic, DMs | Top & Mid Funnel (Awareness & Intent) |
| TikTok Ads | THB 30,000 | 30% | Video Views, OOTD Styling, Profile & Link Clicks | Top Funnel Discovery & Gen Z Reach |
| LINE Ads (LAP) | THB 20,000 | 20% | LINE OA Friend Adds (@uspolo), Chat Conversions | Bottom Funnel Social Sales & CRM |
| Total Media Budget | THB 100,000 | 100% | Integrated Social Commerce Engine | Full Social Media Coverage |
3. Phase 2: Full-Funnel E-Commerce (Mid-Oct 2026+)
Pivoting media spend to direct web sales, CPAS, and Google Shopping Search capture.
| Channel / Strategy | Monthly Budget (THB) | Share (%) | Campaign Focus & Technology | Expected KPI Focus |
|---|---|---|---|---|
| Meta Web Conversions & ASC | THB 35,000 | 35% | Advantage+ Shopping, Web Purchase Pixel/CAPI, DPA | Direct Web ROAS & Purchase Volume |
| Google Shopping & Search / PMax | THB 30,000 | 30% | Google Merchant Center, PMax Retail, Exact Search | High-Intent Capture & Web Revenue |
| CPAS (Shopee / Lazada) | THB 20,000 | 20% | Collaborative Dynamic Catalog Ads to Marketplace Stores | Marketplace ROAS & Volume Sales |
| TikTok Web Conversion | THB 15,000 | 15% | TikTok Web Pixel, Spark Ads to Shopify Pages | Direct Web Orders & Youth Conversions |
| Total Media Budget | THB 100,000 | 100% | Full-Funnel E-Commerce Stack | Omnichannel Brand Growth |
4. Strategic Deep Dives: CPAS & Google Shopping
CPAS (Shopee & Lazada)
Runs co-branded Meta ads directly linked to official Shopee & Lazada brand stores with automated dynamic retargeting for users who viewed or added items to cart without buying.
- Budget Allocation: THB 20,000 / month (20%)
- Setup Requirement 1: Request CPAS Shared Catalog from Shopee/Lazada Brand Portal
- Setup Requirement 2: Accept Meta Business Manager catalog access for Fresh Digital
- Setup Requirement 3: Ensure daily product feed, stock, and THB price sync
Google Shopping Ads & PMax
Displays visual product cards (image, brand, price) directly at the top of Google Search when Thai consumers query high-intent keywords like 'เสื้อโปโล U.S. Polo' or 'polo shirt men'.
- Budget Allocation: THB 30,000 / month (30%)
- Setup Requirement 1: Set up Google Merchant Center (GMC) and claim domain
- Setup Requirement 2: Connect Shopify Google Channel app for real-time feed
- Setup Requirement 3: Deploy GTM with native Purchase tags & Enhanced Conversions
5. 30-Day Monthly KPI Forecast Scenarios
Monthly benchmarks based on THB 100,000 media spend in Thai fashion market.
| Metric / KPI (Phase 2 Full E-Commerce) | Conservative Scenario | Base Target Scenario | Stretch Scenario |
|---|---|---|---|
| Shopify & Marketplace Sessions | 22,000 | 32,000 | 42,000 |
| Average E-Commerce Conv. Rate (%) | 1.20% | 1.60% | 2.20% |
| Completed E-Commerce Orders | 264 | 512 | 924 |
| Assumed Average Order Value (AOV) | THB 1,800 | THB 2,000 | THB 2,200 |
| Total E-Commerce Revenue (THB) | THB 475,200 | THB 1,024,000 | THB 2,032,800 |
| Blended E-Commerce ROAS | 4.75x | 10.24x | 20.33x |
6. 90-Day Implementation Timeline & Proposal Files
Audit accounts, setup Business Manager permissions, install base pixels, launch Meta/TikTok/LINE social campaigns.
Set up Google Merchant Center, sync Shopify feed draft, request Shopee/Lazada CPAS catalog sharing, audit GTM & CAPI.
Activate Meta Web Conversions, ASC campaigns, Google Shopping/PMax, and CPAS Marketplace ads.
Download Formal Proposal Documents
Client-ready formatted .docx proposals available in both English and Thai: