Overview
Publicis Media, a prominent marketing agency overseeing advertising for L’Oréal, a global cosmetic giant, harnessed the power of Pacvue’s platform to revolutionize their efforts. Together, they optimized campaign performance, curbed out-of-budget expenditures during pivotal sales events, and mitigated brand cannibalization on competitive keywords. Publicis Media implemented a multifaceted strategy utilizing rule-based budget management automation, dayparting, and strategic budget allocation between Sponsored Brand and DSP. Collectively, they elevated sales, boosted conversion rates, maximized ROAS, and achieved a 53% increase in new to brand orders.
The Solution
Publicis Media faced three significant hurdles: optimizing campaigns for 28 brands in similar categories, controlling spending during crucial sales events like Prime Day, and tackling brand competition on competitive keywords. These challenges led them to seek innovative solutions to elevate their advertising strategies effectively, including:
Rule-Based Budget Management Automation: Publicis Media leveraged Pacvue’s automation to increase spending during crucial dates, ensuring maximum impact.
Dayparting Implementation: By utilizing dayparting, the team directed ad spending to times when customers were most likely to make purchases.
Shifting Budget Allocation: Publicis Media reallocated budgets from DSP to Sponsored Brand, leveraging insights from Amazon Marketing Stream and Amazon Marketing Cloud to enhance bottom-of-funnel conversions.
The Results
The implementation of these solutions yielded remarkable results:
- A 140% increase in sales.
- A significant 63% improvement in conversion rates.
- ROAS surged by 40%.
- A remarkable 53% increase in new to brand orders was achieved.
