Philips: Increasing brand awareness during Cyber Week

Philips Domestic Appliances brings proven engineering and design innovation to households and helps people turn their houses into homes. From kitchen electronics to home care, the brand is a leader among the most valuable small home appliances brands.

In search of a reliable Amazon partner, Philips came to FACTOR-A/DEPT® to support the growth of their Domestic Appliances business in the NAM markets and entrusted us to grow their brand awareness and loyalty during Cyber Week on Amazon.

Black Friday called for new solutions

The period of cooperation fell on the peak event of the year – Cyber Week, which posed unique challenges in which gaining brand awareness and not getting lost among the top deals was the key objective. We developed an effective advertising strategy that included the lead-in and lead-out phases of the event, as well as combining Search and DSP advertising to help us counteract the chaos of the event.

Given the inevitable increase in consumer demand of Black Friday, the majority of our attention was focused on this specific day. Not everything went smoothly, as there was a lag in the actual expenditure console, which made it difficult to track the budget. However, with the help of pacVue software, we were able to daypart the campaigns.

Three-stage collaboration

The starting point of our work was the Roadmap for Q4-22 and 2023 where we described in detail the three stages of our cooperation: Strategic Consulting, Advertising, and Monitoring & Optimization.

Goals over-delivery

Overall, we managed to achieve the following (compared to the last deal event PD 2022):

    DSP:

  • +301% ROAS
  • +306% Sales
    Search:

  • +123% ROAS
  • +264% Sales

Our efforts have resulted in not only achieving the goals but also exceeding them and even becoming a bestseller #1 with one of the products – PHILIPS 3200 Series Fully Automatic Espresso Machine w/ LatteGo.

Questions? We're here to help.

Let’s discuss how we can increase your brand awareness and determine the best way to drive growth.

Amir Samari
Head of Consulting
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