How C&D brought their diverse group of brands together with one Amazon Ads holiday campaign in Canada
In the past few years, Church & Dwight Canada Corp. (C&D) has expanded their product offerings across household, health, and personal care categories on Amazon. When it came to connecting with customers during the holiday season, the consumer packaged goods (CPG) company needed to find a way to reach shoppers on Amazon across their many brands within the portfolio. How could C&D bring all these brands—from Arm & Hammer to Batiste—together in a cohesive way that resonated with consumers across categories? C&D and their agency, Wavemaker, worked with Amazon Ads to determine the most effective campaign strategy to help drive sales.
Bringing it all together with the Amazon DSP
C&D wanted to drive scaled relevancy and cross-purchase with Amazon customers across their diverse portfolio of brands.
“We wanted to leverage the equity and breadth of our portfolio of branded products to help shoppers get ready for the holidays,” said Krizia Znidarcic, the digital marketing lead for Church & Dwight Canada. “With our over-the-counter brands, we wanted to support health and wellness during the winter months. With our beauty and personal care brands, we wanted to provide gift ideas for holiday stockings and help consumers get event-ready from head to toe. With our household brands, we helped consumers freshen their homes for the holidays. At the same time, we also wanted to support people taking the time for personal and intimate self-care during the busy holiday season.”
To bring all these different messages and brands together in a relevant way for consumers, C&D worked with Amazon Ads to develop one shopping location within the Amazon store where people could easily navigate the variety of holiday essentials. They grouped relevant products together and used Amazon DSP to run display ads to drive shoppers to the respective category pages of interest. They used in-market audiences to reach consumers who had viewed or purchased C&D brands on Amazon over the past 90 days. Halfway through the campaign, they also reevaluated their audience approach to ensure they were optimizing to reach the right audiences with the most relevant messages.
A strategy that warmed the holidays
The strategy helped drive engagement and sales, exceeding Amazon Ads category benchmarks and previous holiday campaigns for the brands. Following the launch of the holiday campaign, C&D observed a return on ad spend nearly 4x CPG benchmarks and a purchase rate nearly 3x benchmarks.1
“The 2021 C&D Amazon holiday campaign helped break records for us, with results improving across key metrics year over year,” Znidarcic said. “We are proud of the team’s collaboration and focus on continuously improving. We loved to see progression and growth from previous campaigns with further opportunity to scale that up in 2022.”
The key to the success of the campaign, Znidarcic said, was identifying a clear objective with key performance indicators up front. It was also important to make time for a mid-campaign check-in that allowed the team to pause, reflect, and course correct as needed.
“We find that focusing on metrics and insights from past campaigns help fuel impactful optimizations for upcoming programs across areas such as audience reach, participating products, and creative messaging,” Znidarcic said. “Our next goal is to further elevate campaign relevancy and create seamless shopping experiences with our brands on Amazon.”
1 Advertiser provided data, 2021