Frigidaire, a subsidiary of Electrolux, has served as a renowned consumer and commercial home appliances company for over 100 years. Loyal customers rely on Frigidaire for high quality home appliances, including refrigerators, freezers, washers, dryers, air conditioners and dehumidifiers.
A full-funnel approach
Since 2019, Electrolux has put its full trust in DEPT® to manage its large product portfolio and develop an effective full-funnel approach that helps them to not only gain customers on Amazon in the US, but also maintain a strong relationship with those customers.
With our advertising and consulting services, we have applied a holistic approach to help Electrolux go from performing well on Amazon, to excelling above and beyond.
Electrolux is already an internationally known brand with an established presence on more traditional retail channels. Frigidaire aimed to continue building and strengthening brand awareness when it brought their Amazon business in-house, so elected to sell its inventory to Amazon from the beginning. This posed a unique challenge that led to us pursuing sell-through as the primary performance indicator.
The primary objective of this campaign was to build brand awareness, as Frigidaire brought its Amazon business in-house. We also aimed to position Frigidaire at the top of the market from the start.
We focused on building a strategy to help reach our goal of sell-through by positioning Frigidaire to reach many shoppers that were likely to make a purchase.
Finally, we aimed for a high category ranking, to take Frigidaire to the top of the Room & Air category in the US with our advertising efforts.
Getting to #1
This case was a perfect example of how a brand can fully utilise all of Amazon’s advertising products and achieve great results by implementing them in combination. We built a full-funnel advertising strategy that included all of the Sponsored Advertising products, as well as the Demand Side Platform (DSP).
- Sponsored Products
- Sponsored Brands
- Sponsored Brands videos
- Sponsored Display Ads
Sponsored Brands allowed us to achieve visibility in the upper funnel, but the majority of the budget was targeted on Sponsored Products Ads, as this ad type generated most of the revenue.
This shift allowed us to get to the top of search placements. We have also been using generic category targeting which has driven Frigidaire to the number one ranking in the Room & Air category.
This campaign and these efforts continue to run, and the results continue to improve even more. We hit 65% sell-through – a result that still continues to increase, and occurred even before the peak summer season.
DSP KPIs, April 2022
- 3% CTR on video campaigns (benchmark: 0.3%)
- 16.5 Total ROAS (benchmark: 6)
- >100 Total ROAS in retargeting campaigns (benchmark: 20)
Due to this success, Electrolux has already planned to send more Frigidaire inventory to Amazon.
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