Zenith UK unites Nestlé Purina’s ad campaigns and helps boost sales by 138%

Nestlé Purina looked to increase sales for their popular dog and cat products with a budget that had been significantly tamed. They had an ambitious sales goal for 2023 despite a 30% cut to their marketing budget from the previous year.

To help the brand rethink their strategy and optimize the use of their Amazon media channels, Nestlé Purina collaborated with Zenith UK, an Amazon Ads advanced partner.

Zenith is part of Publicis Groupe, a multinational advertising and public relations company. By using top-notch technology, they help deliver more impact and greater value for brands and consumers on Amazon. Zenith recognized that Nestlé Purina, whose marketing efforts had been operating as separate entities, would benefit from consolidating their activities on their Store on Amazon to increase the efficiency of their advertising spend. Zenith united the teams responsible for sponsored ads and Amazon DSP in anticipation that this holistic management of marketing efforts would generate more actionable insights, driving more efficient use of the reduced budget.

To create consistency in the consumer experience, Zenith advertised their products across both sponsored ads and Amazon DSP. They also pivoted toward always-on campaigns to help optimize the budget across channels, as opposed to their previous approach of focusing on seasonal events.

In addition to consolidating campaigns, Zenith took further steps to boost performance by channel. They prioritized objectives that aligned with revenue and return on ad spend (ROAS), pivoting from the campaigns’ previous emphasis on viewability. By strategically adjusting the viewability rate, Zenith noticed they could help drive higher sales volume at a more cost-efficient ROAS.

Zenith also adjusted the tactics for both sponsored ads and for Amazon DSP, reformulating buying mechanics based on insights from Amazon Marketing Cloud (AMC). To help increase audiences’ exposure to ads at peak buying times, Zenith activated dayparting, a feature that adjusts the daily ad budget for certain times of the day to maximize ROAS.

Zenith also used AMC to identify and reach Amazon audience segments to help increase conversion volumes. Specifically, they assessed dynamic product view rate and purchase rate together to identify their best-performing audience segments and prioritized advertising investments accordingly.

After launching the cohesive campaign, Zenith began to see results for Nestlé Purina. Through synergy between sponsored ads and Amazon DSP, the brand experienced a 138% increase in sales year over year (YoY) within the first month, despite a 30% reduction in investment.¹

When sponsored ads and Amazon DSP ran simultaneously, the company also generated a 661% increase in ROAS and a 390% improvement in conversion rates.²

Zenith used the campaign’s performance metrics from the first month to forecast sales performance for the entirety of 2023. They projected that Nestlé Purina would achieve a 42% increase in sales above their original goal.³ Nestlé Purina and Zenith shared their learnings throughout the enterprise’s global portfolio, demonstrating the scalability of the campaign across Nestlé Purina’s products and divisions. Thanks to their expertise and successful ad campaign for Nestlé Purina, Zenith UK secured a Performance Award finalist spot for 2023.