Reckitt Benckiser, one of the world’s leading consumer health, hygiene, and nutrition companies, partnered with agency Cadastra to scale its Amazon Ads operation in Brazil across four hygiene brands. With Pacvue as the central platform for automation, budget control, and competitive intelligence, the team transformed a manually intensive operation into a scalable, data-driven growth engine.
+126%
Increase in Revenue
+155%
Increase in Transations
-30%
Reduction in CPC
The Challenge
Operating in a highly competitive hygiene category on Amazon Brazil, Reckitt and Cadastra faced a common but critical set of scaling barriers:
- Manual optimization at scale: Managing a high volume of keywords without automation created bottlenecks and limited responsiveness.
- Imprecise budget pacing: Without dynamic controls, spend didn’t account for seasonality or demand fluctuations, leading to missed peaks and wasted budget.
- Slow campaign adjustments: The lack of fast, data-driven levers made it difficult to capitalize on high-intent moments.
- Limited competitive visibility: Without structured Share of Voice (SOV) tracking, the team had little insight into how they stacked up against competitors on strategic terms.
The result: missed opportunities during demand peaks, budget inefficiencies, and a ceiling on growth potential.
Pacvue gave us the control and speed we needed to compete at the level Reckitt’s brands deserve. Between automated bidding rules, Budget Manager, and Share of Voice visibility, we went from reactive to proactive — and the results speak for themselves.
The Solution
To address these challenges, Cadastra deployed Pacvue as the central operating layer for Reckitt’s Amazon Ads campaigns across four hygiene brands. The approach combined four interconnected capabilities:
Budget Optimization & Pacing Control
Cadastra used Pacvue’s Budget Manager to distribute investment intelligently across the month, automatically reallocating underspent budget and controlling overdelivery without manual intervention. Calendar Templates enabled the team to prioritize high-impact days — events, weekends, and seasonal peaks — while Dayparting concentrated spend during peak conversion hours.
Automation at Scale
Cadastra implemented a robust set of automated rules within Pacvue to continuously optimize approximately 780 keywords on a weekly basis, with daily adjustments for budget control. Rules were configured to increase bids for high-performing keywords exceeding target return on ad spend (ROAS), boost low-impression keywords to unlock auction participation, and suppress spend on high-cost, non-converting terms.
Strategic Keyword Expansion
Using Pacvue’s Keyword Research tools, the team identified new demand opportunities and mapped uncovered keyword gaps, enabling strategic campaign expansion that captured incremental demand without sacrificing efficiency.
Competitive Intelligence & Share of Voice Leadership
Pacvue’s Share of Voice tools gave the team structured visibility into competitive positioning by keyword. By benchmarking against competitors and correlating SOV with auction pressure, Reckitt was able to prioritize investment on the terms that mattered most — and dominate them during key seasonal moments.
The Impact
By combining automation, intelligent budget control, and competitive intelligence through Pacvue, Reckitt and Cadastra transformed a manually intensive Amazon Ads operation into a scalable, efficient, and data-driven growth engine.
Revenue grew by 126%, transaction volume increased by 155%, cost-per-click (CPC) dropped 30%, and the team achieved 70-80% paid Share of Voice on strategic category terms during peak seasonal events — a level of dominance that would not have been achievable without real-time visibility and automated decision-making at scale.
These results were from Q4 2025 to Q1 2026.
Awards & Recognitions
