Case study
ameo helps uplift branded searches by 133% for tado° through sports marketing
ameo leveraged UEFA Champions League moments and Amazon Ads solutions to help tado° connect brand storytelling with performance marketing, driving significant growth across all lifecycle stages.
key insights
50%
Uplift in purchase rates from content and Amazon DSP remarketing
133%
Increase in branded search volume
91%
New-to-brand customers
Goals
tado°, Europe's leading provider of intelligent home energy management solutions, needed to break through promotional noise and price-driven decision-making while increasing new-to-brand sales and building awareness among energy-conscious consumers. With over 5 million installed smart thermostats, tado° aimed to balance long-term brand building with short-term performance metrics across multiple touchpoints.
tado° chose Amazon Ads advanced partner ameo to create a unified strategy that would help prove incremental value beyond standard performance metrics while maintaining their position as an innovative solution provider. They decided to leverage UEFA (Union of European Football Associations) Champions League (UCL) programming to connect with audiences during high-engagement moments and build credibility through association with one of Europe's most prestigious sporting events.
Approach
ameo designed a seamless experience by connecting all Amazon Ads solutions through Amazon Marketing Cloud (AMC). The journey began with emotion-led UCL video spots, which were then utilized for Prime Video ads during and after UCL matches, specifically engaging match viewers and product detail page visitors. These audiences were captured via AMC, added to Amazon DSP remarketing lists, and served tailored display creatives followed by sponsored ads featuring consistent imagery throughout the advertising funnel.
The timing was orchestrated to create natural progression through awareness, consideration, and purchase stages. Different creative assets were aligned with UCL match timing and themes, with mobile-first design principles prioritized throughout. Whether shoppers were watching UCL games or browsing tado° products, the brand presence remained consistent, relevant, and action-oriented across channels. By combining emotional storytelling during premium sports moments with remarketing, the campaign maintained engagement while driving performance metrics.
Christine Heinz, Senior Sales and Marketing Manager - Amazon & Platforms, tado°Working together with ameo allows us to keep bringing new and strategic impulses to the forefront of our campaigns.”
Results
The campaign drove increases across a number of metrics. Branded shopping query volume increased by 133%, while glance views grew by 34%.1 AMC insights revealed that more than four touchpoints were needed per new-to-brand purchase, validating the multi-touch strategy. The combination of UCL content and Amazon DSP remarketing boosted purchase rates by 50%, while new-to-brand customers reached an impressive 91%.2
These results were validated through multiple measurement tools including Amazon Brand Lift, AMC, and benchmark comparisons, proving the effectiveness of connecting emotional storytelling with insight-driven execution across every stage of the customer journey. The strategic use of UCL programming created strong initial engagement, while the sophisticated remarketing approach helped evolve that interest into sales. This comprehensive measurement approach demonstrated both the immediate impact on sales and the longer-term brand building effects of the campaign.
Sources
1-2 tado°, Germany, 2024-2025.