GroupeSeb with Witailer to optimize Amazon Ads campaigns through Amazon Marketing Cloud (AMC)

Analyzing user behaviors and choices to profile the target is a differentiating element, as well as an undeniable competitive advantage strategically increasingly important for brands. With this awareness, GroupeSeb, a world leader since 1857 in the home and kitchen appliances sector, chose to rely on the consultancy of Witailer to increase its awareness and seize lead generation opportunities by optimizing its Amazon Ads campaigns with Amazon Marketing Cloud, the cloud-based solution that allows advertisers to analyze user and campaign data while preserving customer privacy.

The strategy

With a wide range of products marketed through renowned brands such as Tefal, Lagostina, Rowenta, Moulinex, and All-Clad, from September 2023 to January 2024, GroupeSeb activated some video campaigns on Prime Video during the UEFA Champions League, with a spot dedicated to the high-end vacuum cleaners by Rowenta. Managed by Amazon, the campaigns were optimized by Witailer for the lower funnel, specifically the consideration and retargeting phase of customers who have already interacted with the sponsored products, through branded banners with football themes and linked to the Champions League, specifically designed for fans of this sport and viewers of the UEFA event.

The results

Thanks to Amazon Marketing Cloud, the Witailer team was able to measure the impact of upper funnel campaigns on lower funnel activities, i.e. how exposure to the spot during the matches influenced the subsequent consideration and purchase phases of the products.

Here are some numbers related to the increase in Rowenta's brand awareness: +80% in the brand search rate and a decrease in the cost per branded search; +37% of users intercepted solely through the campaigns related to the Champions League.

Comparing the results of the UEFA Champions League campaigns with other generic campaigns of the Rowenta brand that are always active, a significant improvement in results is evident when users are targeted in both cases, the company notes.

The positive impact of the UEFA Champions League campaigns is also reflected in the first quarter of 2024: +64% increase in sales for the "versatile vacuum cleaners" product category, +91% in Glance Views, and +93% in Ordered Units compared to the previous year.

"At GroupeSeb, we wanted to create a solid foundation with an always-on strategy, to be present whenever end customers are looking for a new product in our categories. Thanks to the use of Amazon Marketing Cloud and the support of Witailer, we have been able to reach new, relevant audiences on and off Amazon, thus expanding the potential purchaser base, for example, by targeting those users interested in our product category, but with whom we had not yet interacted. This tool also offers us numerous types of analysis, allowing us to measure the impact on the main KPIs of any type of activation and monitor the developed synergies."

- Marianna Volpi, E-commerce Activation Manager Italy, GroupeSeb

"We are activating new ways to reach users in the marketplace ecosystem. Amazon Marketing Cloud is the biggest opportunity we see at the moment to be able to retain or acquire new customers in Retail Media, enhancing the synergy between physical spaces and digital media, with a focus on in-store communication and personalized promotions that offer numerous opportunities for full-funnel activations."

- Federico Salina, CEO Witailer and Industry Lead D2C, Retex