Challenge

Despite dominating a number of categories, popular home essentials brand Reynolds was facing a barrage of strong competition on Amazon. When they needed to prove internally that investing in Amazon at scale across all sub-brands was the right approach, they turned to VML Commerce.

Inspiration

We devised a strategy that took advantage of sales opportunities that competitors working on short-term planning cycles routinely missed.

Idea

We drew up a multi-faceted, long-term advertising strategy design that included:

  • Balancing broad and product-specific advertising across a number of campaigns
  • Building a set of relevant search terms using third-party and internal tools
  • Executing daily bid management at the keyword level, also using automated internal tools
  • Implementing a set of robust targets for spend, return on spend and CPM specific to each sub-brand’s market position

Growth

  • In the space of a year, Reynolds saw a seven-fold increase in sales generated by Amazon PPC advertising
  • Return on ad spend increased three-fold
  • These returns were underpinned by significant cost savings, as we achieved a CPM approximately one third of the average for Google Ads and half the average for all display advertising
In breve
7x

Sales generated by Amazon PPC advertising

In breve
3x

Return on ad spend

Please provide your contact information to continue.

Before submitting your information, please read our Privacy Policy as it contains detailed information on the processing of your personal data and how we use it.

Contenuto correlato

Coke Bestie Mode Experience Hero Shot v2
Coca-Cola

The Bestie Mode Experience

Coca-Cola and OREO celebrate their iconic collaboration with an epic launch event
Leggi Case Study
000 Coca Cola Murals
Coca-Cola
Premi ricevuti

Thanks for Coke-Creating

Embracing local culture and creativity through iconic branding
Leggi Case Study