BSH

Do it in Italian: Growing local sales for a global brand

As one of the world’s leading companies in the home appliance sector, the BSH Group strives to improve the quality of life at home through its exceptional brands. Bosch is one of them. Its simple solutions with advanced technology make the everyday routine easier and more enjoyable.

We worked with Bosch to boost their sales in the Major Domestic Appliances (MDA) and ensure high visibility of its Tumble Dryers and Dishwashers on Amazon Italy.

The initial goal

Bosch approached us with the intention of significantly increasing the 2022 Q4 sales for MDA with Amazon Ads. The campaigns had to be launched in time for Black Friday and Cyber Week. They set a lofty goal: to have the highest possible visibility on Amazon Italy during the most important event of the year.

Bad timing challenges

Black Friday and Cyber Week turned out to be the most challenging part. Because we started working just before the event, there was little time for the launch and campaign optimization, especially since November is a high-traffic month for most categories

With our expertise from hundreds of successful Amazon Ads projects, we created a campaign setup that was optimally tailored to the circumstances and guaranteed maximum results. We managed to launch the campaign two2 weeks before Cyber Week and were fully prepared for traffic influx.

Focus on lower-funnel campaigns

Since the main goal was to increase sales, and Bosch was already a well-established brand in the Italian market, we decided to go for lower-funnel campaigns with a focus on purchase.

Using sponsored products, we ensured high recognition for the most relevant general product searches. At the same time, we covered the most important search terms of the brand to protect it from competitor ads as much as possible.

Pushing through the competition

Due to a large number of renowned brands, the major domestic appliances category is extremely competitive. Therefore, we used display advertising to position their products on competitors’ product pages and thus maximize their visibility.

As an additional tool, we used retargeting ads. This helped us drive customers who were already engaged with the category to choose Bosch.

Exceeding expectations

What began as an initiative to increase sales evolved into much more. To increase sales, we actually achieved much more. In addition to significant sales growth, the market share of the advertised categories also jumped, and Bosch’s organic visibility on Amazon Italy improved notably.