Daily sales of 6.33 million won → 32.64 million won—what could have happened in just two days?
What happened in just two days?
On the 11th day of the funding campaign, there was a beauty project whose sales had dropped by nearly half.
Here are the choices this maker made during the plateau and the results that followed.
When running Bon Funding, situations like this inevitably arise.
“Sales were strong on the first day, but as we entered the second week, daily sales dropped to less than half.”
“I can’t tell if this is a sign the project is failing or if this is just how it’s supposed to be.”
"I feel like I need to do something right now, but I don’t know what."
Most funding projects follow a pattern where revenue peaks immediately after launch and then gradually declines. It is structurally natural for traffic to decrease after users who signed up for notifications make their payments on the launch day.
The question is whether to simply let this phase pass or view it as an opportunity to intervene. Data shows that this stagnation period may actually be the time when certain advertising products demonstrate the highest efficiency.
Analysis Criteria Guide
This case study is based on actual advertising performance data from a 2025 wadiz Beauty category project.
Sales figures were calculated based on direct conversions generated over a two-day period, including the day the push ad campaign ran. Sales from organic traffic generated through channels other than advertising are not included.
It is difficult to conclude that the results of this case are solely due to the advertising. It’s possible that the campaign’s launch coincided with a recovery phase following an initial organic decline, and multiple factors—such as the product, creative, and timing—may have played a role.
One Thing to Keep in Mind
A sales plateau midway through a funding campaign is not necessarily a sign of failure—it may be the right time to intervene.
This phase typically has the largest pool of potential buyers who have shown interest in the project but have not yet made a purchase. Reaching out to them again is key.
In the case study below, you can see that a project whose daily sales had dropped to 6.33 million won recorded 32.64 million won in conversions within two days after running a push ad campaign.
This is a case study of a beauty category project conducted on wadiz in 2025. Immediately after launch, the project recorded an average daily revenue of 11.72 million won, but by the 11th day, it had dropped to 6.33 million won.
Push ads were launched at this point, and direct conversion revenue over the two days—including the day of the campaign—totaled 32.64 million won.
| Phase | Average Daily Revenue | Change |
|---|---|---|
| 2 Weeks Before Push Ad Campaign (Baseline) | 11.72 million won | — |
| 7 days immediately prior to push ad campaign | 6.33 million won | -46.0% |
| Conversions 2 days after push ad campaign launch | 32.64 million won | +158% |
* Based on actual data from a 2025 wadiz beauty category project / Direct conversion revenue over two days, including the day the push notification campaign was launched
| Item | Amount |
|---|---|
| 2-Day Expected Value Without Ads(Average of Previous Day × 2) | 12.65 million won |
| Actual 2-day conversions after push ad campaign | 32.64 million won |
| Conversions Exceeding Expected Value | +19.99 million won (+158%) |
| Ad spend | 1.8 million won |
| 2-Day ROAS | 1,813% |
* ROAS = 2-day direct conversion revenue / ad spend × 100 / Actual performance varies depending on the product, creative, and timing
The expected revenue for the two-day period without the ad campaign, based on the previous daily average, was 12.65 million won. The actual revenue from conversions over the two days following the campaign was 32.64 million won, exceeding the expected value by approximately 20 million won.
However, it is difficult to conclude that this result is solely due to the ad campaign. It is possible that the campaign’s timing coincided with a natural recovery trend following an initial decline after the launch, or that a combination of factors—such as the product, creative, and timing—may have contributed. Please consider this as a reference case.
The reason push ads can be a viable option during a plateau phase lies in their targeting structure.
Target high-engagement users who share similar interests with the project, rather than casual visitors. This approach focuses on reaching potential customers with a high likelihood of purchase.
Users who have already completed payment for the project at the time of target selection are automatically excluded. This ensures that the advertising budget is focused on potential buyers who have not yet made a purchase, rather than existing buyers.
As time passes after launch, the number of users who are aware of the project but haven’t made a purchase continues to grow. Reaching out to these users again to encourage them to make a purchase is the key strategy for using push ads during a stagnation phase.
Key Takeaways
A decline in sales midway through a funding campaign is a natural pattern seen in most projects. Before jumping to the conclusion that this is a sign of failure, first consider how to respond.
Push ads are designed to target potential buyers who haven’t yet made a purchase—excluding those who have already paid—which aligns well with the characteristics of a plateau phase.
In this case, the conversion rate on the second day of the campaign was 158% higher than expected. However, this is a single case study and does not guarantee similar results.
If your project fits the situations described below, you may want to consider running push ads.
CHECK 1
This is a phase where organic decline has already set in during the early launch period, making it difficult to boost revenue through organic traffic alone. This may be the right time for an external stimulus.
CHECK 2
It is difficult to gauge the effectiveness of campaigns launched right before the deadline. It is more efficient to run campaigns at a time when you have enough leeway to monitor conversions for two days after launch and adjust accordingly.
CHECK 3
Your own channels are already visible to your existing followers. To reach potential buyers who haven’t yet been exposed to the project, platform-based targeted ads may be necessary.
A sales plateau midway through the main funding phase is a pattern experienced by nearly all projects. Final sales figures can vary depending on whether you let this phase pass or intervene strategically.
Push ads are designed to specifically target potential buyers who are aware of the project but have not yet made a purchase. Users who have already purchased are excluded from the target audience, allowing the ad budget to be focused on customers who have not yet made a purchase.
This case study is provided for reference only. Actual effectiveness may vary depending on the product, ad creative, and timing of the campaign. However, it confirms that when a sales plateau occurs, there are options to consider beyond simply “waiting.”
WADIZ AD CENTER
now is the time to consider push ads
Push ads target potential buyers who haven’t yet made a purchase—
Check out the wadiz Ad Center to learn about product packages and how to run campaigns.