Case study

Reckitt drives customer loyalty in Brazil with a Subscribe & Save campaign

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Reckitt Benckiser produces health, hygiene, and home products for consumers around the world. The company operates multiple brands, including Veja, Vanish, Lysol, Bom Ar, SBP, and Finish.

Focusing on customer loyalty

As an established multinational company, Reckitt recognizes that continued growth is key to staying competitive. In 2022, Reckitt worked with Amazon Ads and their local agency Cadastra to help promote the growth of their business on the Amazon store in Brazil. While new-customer acquisition—bringing in leads through top-of-funnel marketing—is a common growth marketing strategy, Reckitt recognized the important role that their existing customer base plays in driving their continued success. For their ad campaign, they chose to focus on the bottom of the funnel and increase loyalty through repeat purchases.

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We are proud to participate in a project as big as this one. Being a reference in operation in an exponent market such as retail media is an enormous satisfaction for our team, which seeks to take full advantage of data science to add quality performance to actions for our clients. The synergy between the Reckitt and Cadastra teams—combined with the possibilities of a powerful martech tool like Amazon Ads—are the pillars that support this winning strategy, bringing record results to the campaigns.

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— Henrique Casagranda, associate partner and media director, Cadastra

Achieving subscriber growth

The Subscribe & Save program was central to Reckitt’s campaign. Through this program, shoppers can subscribe to specific products and receive recurring shipments at a 10% or 15% discount, depending on the number of subscriptions. By facilitating the supply of customers’ most used products, Subscribe & Save can help encourage loyalty in a way that benefits both the brand and the shoppers.

The campaign used in-market and lifestyle audiences through Amazon DSP and remarketed to shoppers who had previously purchased Reckitt products. This allowed them to reach the most relevant audiences, who were likely to be interested in both Reckitt’s products and the Subscribe & Save program. The ads featured their brands alongside messaging to communicate the advantages of Subscribe & Save. To drive awareness and bring in new customers, Reckitt also increased product visibility with sponsored ads.

During the campaign, Reckitt saw a 346% month-over-month increase in the number of Subscribe & Save customers for their brands.1

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Growing competition in all marketplaces has made getting new customers an increasingly onerous task. In this sense, the Subscribe & Save campaigns were essential to build a much more profitable operation. The campaign proved to be an important source of revenue, obtaining one of the highest returns on ad spend in our operation, and converting customers with an average ticket and purchase frequency greater than non-subscribing customers. Subscribe & Save will certainly continue to be a strategic pillar for our operation in the coming years.

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— André Canabrava, e-commerce and media performance manager, Reckitt

1 Advertiser-provided data, Brazil, 2022