Using regional audiences, the campaign was launched on the Amazon store across Germany, the Netherlands, and France, allowing Groupe SEB to reach shoppers in Belgium who had previously shown interest in household appliances. By specifying their audience based on geography, Groupe SEB was able to maximize the efficiency of their ad spend, ensuring that their message was reaching shoppers who were most likely to engage with their products.
To further optimize the campaign’s reach, Groupe SEB launched Amazon DSP campaigns, which enabled them to display ads across both Amazon-owned and third-party supply networks. Through this approach, Groupe SEB was able to connect with audiences based on their recent browsing activity, and deliver messages that were contextually relevant to their interests. By reaching customers who had already shown an interest in household appliances, Groupe SEB was able to increase their chances of conversion and drive additional traffic to their product pages.
As a result, the collaboration with Amazon Ads proved to be a strategic move for Groupe SEB brands Calor and Rowenta, providing them with increased visibility and high ROI in Belgium. The campaign achieved a total of 30 million impressions, reaching more than 600,000 unique users.2 The average CPM was recorded to be €0.85, representing a 61% decrease in comparison to the average CPM in the Netherlands and France.3 Furthermore, Amazon Ads effectively generated qualified traffic, resulting in 78,000 visits at a low cost, with an average cost per detail page view of €0.33.4
Moreover, the primary objective of the campaign was to increase sales, and the campaign successfully achieved an overall ROAS of 5.2. In other words, for each euro spent, the campaign brought in €5.20 in sales, surpassing the Netherlands benchmark in 2022.5
Finally, the success of the lower-funnel campaign also led to the launch of an upper-funnel campaign to drive brand awareness and consideration. The results show that the Amazon DSP campaign was effective in driving sales on other marketplaces, with almost 30% of Groupe SEB sales from Amazon stores in Germany, the Netherlands, and France being driven by the Amazon DSP.6