Challenge

This global CPG organisation gave VML the challenge of countering the saturation effects of Paid Search to build awareness and grow New-to-Brand Customers through Amazon Advertising.

Solution

We used Audience and Category Insights within DSP to

  • Determine market size
  • Discover customer behaviours
  • Identify look-alike audiences

With this intel, we could target consumers at all stages of the purchase cycle, from Awareness to Consideration and Purchase.

Growth

  • 2.37 ROAS (vs 1.34 ROAS for the category)
  • +700k unique users
  • 56% increase in New-to-Brand Customers
  • +311% increase in orders vs. previous year

From initial ‘Paid Search only‘ scope, we added DSP to boost brand building efforts and generate lower-funnel revenues across the client’s portfolio.

At a Glance
311%

Increase in orders vs. previous year

At a Glance
2.37

ROAS vs 1.34 ROAS for the category

At a Glance
56%

Increase in New-to-Brand Customers

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