Fine Hygienic Holding is a global company that specializes in hygiene and wellness products. The brand produces a wide range of personal care, household and industrial items, including facial tissues, toilet paper, baby diapers and feminine care and adult incontinence products. In the United Arab Emirates (UAE), FINE, which is the company’s tissue brand, has emerged as a prominent player in both the tissue and baby categories, boasting exceptional market segment and brand awareness.
In 2022, the household consumer-goods industry in the UAE was experiencing a significant period of growth, due to population expansion, urbanization and high levels of consumption.1 In addition, online retail has become a vital component of the industry, with the e-retail sector in the region experiencing rapid growth in recent years 2 . It was projected that the value of e-commerce transactions in the UAE would reach approximately 27 billion USD by 2022, an average increase of 23% per year between 2018 and 2022.3
This trend has been further accelerated by COVID-19 and the governments have responded to the shifts to online retail by easing the process of obtaining retail licenses. Consequently, numerous companies invested heavily in developing their online sales channels to cater to this demand.4
To take advantage of the rapidly growing online shopping industry for household consumer goods in the UAE 5 , Fine Hygienic Holding has consistently collaborated with Amazon Ads. The company has participated in a range of notable holiday events, including Ramadan, back-to-school, Prime Day, 11:11 and White Friday. A well-considered benefits assessment informed their investment in the Prime Day 2022 sponsorship package associated with this premier event.
Having recognized the high volume of traffic generated during Prime Day 6 , FINE aimed to leverage the event in 2022 to increase their brand visibility and reach. They also wanted to expand their customer base by reaching new audiences who may not have previously been familiar with their brand.