Haier Europe & Kiliagon: 200%+ Sales Boost with Black Friday Success

INTRODUCTION

Brand Overview

Haier Europe, a leading home appliance company, partnered with Kiliagon to execute a groundbreaking Black Friday campaign. Haier’s diverse portfolio includes Candy, Hoover, and Haier brands, each with varying levels of recognition across international markets. Together, we aimed to create a high-impact advertising strategy that would elevate brand awareness and significantly boost sales during the competitive holiday season.

Goal

The primary objective of this collaboration was to achieve exceptional growth during the 2022 holiday shopping season, particularly focusing on Black Friday and Cyber Monday. The ambitious goals included doubling sales in key markets such as the U.K. and France and tripling them in Germany, while also enhancing brand visibility across multiple regions..

ACTIVITIES

 To achieve these goals, Kiliagon developed and implemented a three-phase advertising strategy:

1. Awareness Phase (November 1-18):
   Kiliagon leveraged Amazon’s Sponsored Brands, Sponsored Brands Video, and Sponsored Display ads to reach new audiences, building awareness early in the shopping season.
2. Engagement Phase (Pre-Black Friday):
   In the week leading up to Black Friday, Kiliagon optimized ad formats to reengage shoppers who had interacted during the awareness phase, ensuring maximum recall.
3. Sales Optimization Phase (Black Friday & Cyber Monday):
   High demand led to the sellout of many products on Black Friday. Kiliagon quickly adapted by reallocating the budget to spotlight best-sellers still in stock, finishing €25,000 under budget.

Throughout the campaign, real-time data from the Amazon Ads API enabled Kiliagon to fine-tune bids and budgets, maximizing the impact of the advertising spend.

RESULTS

 The strategic collaboration delivered remarkable results:

66% in Spain

Country-specific Sales Growth:

569% in Germany

219% in the U.K.

172% in France

69% in Italy

Overall Campaign Performance:

• Year-over-year (YoY) ad sales increased by 213%
• Return on ad spend (ROAS) improved by 190%

This exceeded all initial targets and underscored the effectiveness of the tailored campaign.

CONCLUSION

The partnership between Haier Europe and Kiliagon demonstrates the power of a well-crafted, data-driven advertising strategy. The record-breaking results not only achieved immediate sales success but also provided Haier with valuable learnings for future campaigns, solidifying their market position and growth potential on Amazon.

Client Testimonial

Client Testimonial 

“Working with the right partner can be essential for brands looking to better understand the Amazon landscape“ — Francesco Bellomo, Media & CMI Senior Manager, Haier Europe

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