Overview
Colgate, a global leader in the CPG sector, faced critical questions as they sought to optimize their advertising approach ahead of tentpole events. The brand needed to determine the most effective approach for targeting late-stage and early-stage customers during these events. Colgate also wanted to understand if past shoppers were more likely to engage during promotional periods, and whether cross-selling to new consumers outperformed converting non-purchasers. To answers these questions, Colgate and their agency partner, GroupM embraced Pacvue’s Amazon Marketing Cloud to discover new audience and activate them in Amazon DSP. As a result, Colgate Palmolive saw increased click-through-rates (CTR) across nearly every category—more quickly.
The Solution
Together, Colgate, GroupM and Pacvue team moved fast to get the most out of AMC Audiences functionality ahead of Prime Day in July. Pacvue’s Amazon Marketing Cloud (AMC) and Demand Side Platform (DSP) solutions enable AMC audience strategies that include historical promotional purchasers, cart abandoners, and new product purchasers. The goal was to drive repurchases, cart finalizations, and cross-selling for Prime Day and future tentpole events.
“In this case, AMC Audiences functionality was announced in May, just two months before Prime Day. We adopted the feature immediately and built a robust customization tool and AMC audience template to make it easy for customers like GroupM to execute their custom strategy for Colgate.” - Melissa Burdick, President of Pacvue
During the Amazon DSP campaign in the U.S. throughout July, Colgate saw that engagement rates were above all benchmarks, total purchase rates improved, and total ROAS for the cart abandoners substantially increased.
Colgate’s adoption of Pacvue’s AMC audiences led to redefined tentpole strategies and a better understanding of how to convert different cohorts of customers.
