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.”