Case study
Haleon achieves +153% ROI improvement with full-funnel Amazon Ads strategy
Leveraging diverse ad formats and rigorous measurement, Haleon set a new benchmark for global advertising with a scalable, full-funnel strategy that drives significant ROI improvement.
Key learnings
+153%
Improvement in MMM ROI for full funnel versus single objective campaigns.
>10X
Higher page views for 3–4 ad format campaigns versus 1–2 ad format campaigns.
+10%
Lift in offline sales for full-funnel campaigns.
Goals
In today’s fragmented media landscape, global advertisers face a daunting challenge: to effectively implement and scale advertising strategies across diverse regions. Haleon, a leading global consumer healthcare company, recognized this challenge as an opportunity for innovation. Partnering with Amazon Ads, they set out to validate the power of full-funnel advertising campaigns across their brand portfolio and regions. The goal was clear: move beyond single-objective campaigns to create a scalable, multi-channel advertising strategy. The approach aimed to not only improve return on investment (ROI) and boost brand visibility, but also to resonate with consumers throughout their entire shopping journey.
Approach
Haleon developed a comprehensive advertising strategy harnessing the full potential of Amazon Ads diverse offerings. This approach utilized a mix of ad formats, incorporating Prime Video ads, online video ads, display ads, and sponsored ads. By combining these formats, Haleon aimed to maximize engagement at every stage of the customer journey, from awareness to purchase. Comprehensive region-specific studies measured a range of omnichannel performance metrics, demonstrating the strategy’s effectiveness. This approach enabled teams to analyze and quantify advertising impact across brands and geographical locations, generating valuable insights for future campaign optimization.
Understanding innovation requires actionable adoption strategies, which is why Haleon and Amazon Ads collaborated to create a global playbook by consolidating key learnings and best practices. The playbook equips teams with actionable guidelines to implement proven full-funnel strategies efficiently across different regions. This collaborative effort sets a new standard for global advertising implementation and shows advertisers how to scale full-funnel strategies worldwide.
—Phil Jackson, Global Digital Marketing Effectiveness Innovation Director at HaleonThe response has been quite remarkable: teams across various markets are actively pursuing these recommendations, with several already launching comprehensive studies to validate the commercial benefits.
Results
The results were transformative, demonstrating the power of a comprehensive advertising strategy. Full-funnel campaigns significantly outperformed single-objective campaigns, achieving a 153% improvement in Marketing Mix Modeling (MMM) ROI.1 The results revealed a strong connection between the diversity of ad formats and campaign effectiveness. Campaigns leveraging three to four ad formats generated 10X higher page views compared to campaigns using only one or two ad formats, highlighting the impact of multi-channel engagement.2 Most impressively, full-funnel campaigns drove a 10% lift in offline sales.3 These outcomes validate the effectiveness of a full-funnel strategy in optimizing performance across diverse brand portfolios and multiple locales, successfully driving engagement across consumer touchpoints.
Sources
1 Nielsen MMM, CA, April 2023–March 2024.
2 Amazon Marketing Cloud, AU, Feb–July 2024.
3 Marketingscan Offline sales lift, FR, April–June 2024.