Reckitt.
Discover how we supported Reckitt's continued growth through
Amazon and Subscribe and Save.
The Client.
Reckitt is a British multinational consumer goods company and manufacture of some of the UK’s best known brands including Durex, Gaviscon, Calgon and Clearasil.
The Challenge.
Reckitt Hygiene Comercial (Reckitt) were finding it difficult to efficiently scale performance and streamline workflows, through Amazon DSP so they were looking for ways to make the operation more efficient.
They specifically wanted to automate optimisation routines to improve performance, rather than wasting time handling it manually.
Ultimately, they were challenged with a new goal: increase efficiency, specifically by increasing revenue and ROI.
Our Approach.
A Focus on customer loyalty.
As an established multinational company, Reckitt recognised that continued growth was key to staying competitive. In 2022, Reckitt worked with Amazon Ads and Cadastra to promote the growth of their business on the Brazilian Amazon store. While new-customer acquisition – is a common and important growth strategy, Reckitt recognised the importance that their existing customer base plays in driving their continued success. This is true when exploring both the cost of acquiring new customers and the higher Average spend of loyal customers.
For their Amazon ad campaign, they chose to focus on the bottom of the funnel and increase loyalty through repeat purchases.
Subscriber growth.
The Subscribe & Save programme was central to Reckitt’s campaign. Through the programme, shoppers can subscribe to specific products and receive recurring discounted deliveries, depending on the number of products added. By monitoring the supply of customers’ most used products, Subscribe & Save can help encourage loyalty in a way that benefits both Reckitt and their customers.
The campaign used in-market and lifestyle audiences through Amazon DSP and remarketed to shoppers who had previously bought Reckitt products. This allowed them to reach the audience who were likely to be interested in both Reckitt’s products and the Subscribe & Save programme. The ads featured their brands alongside messaging to communicate the advantages of Subscribe & Save.
This approach was complimented by a sponsored ads campaign, designed to to drive awareness and bring in new customers.
The Results.
Our work with The Bladder & Bowel community continues to move forward. Work on the new website is underway and our focus organically remains on driving traffic, though as the campaign continues, we will place focus on improving their conversion rate.
346%
Increase in the number of Subscribe & Save customers Month on Month