Introduction
The Brand
Haier Europe, a leader in the home-appliance sector, partnered with Kiliagon to launch an innovative Black Friday campaign. With a portfolio including Candy, Hoover and Haier, each with different levels of recognition across international markets, the objective was to build a high-impact advertising strategy capable of increasing visibility and sales during the holiday period.
Objective
The main objective was to achieve exceptional growth during the 2022 shopping season, with a focus on Black Friday and Cyber Monday. Among the most ambitious targets were doubling sales in key markets such as the UK and France and tripling them in Germany, while also improving brand visibility across multiple regions.
Activities
To reach these goals, Kiliagon developed and executed a three-phase advertising strategy:
- Awareness phase, from November 1 to 18, using Sponsored Brands, Sponsored Brands Video and Sponsored Display to reach new audiences and build awareness in the early part of the season.
- Engagement phase, in the week leading up to Black Friday, optimizing formats to re-engage users already intercepted and increase their involvement.
- Sales optimization phase, during Black Friday and Cyber Monday, with rapid budget reallocation to the best sellers still in stock and a final saving of €25,000 versus the planned budget.
Thanks to real-time data via the Amazon Ads API, Kiliagon continually refined bids and budgets to maximize advertising impact.
Results
The strategic collaboration delivered outstanding results.
- +569% in Germany
- +219% in the United Kingdom
- +172% in France
- +69% in Italy
- +66% in Spain
- Advertising sales up 213% year over year
- ROAS improved by 190%
These results exceeded the initial targets, confirming the effectiveness of the tailored strategy developed for Haier Europe.
Conclusion
The partnership between Haier Europe and Kiliagon demonstrates the value of a structured, data-driven advertising strategy. The results generated an immediate impact on sales and provided the brand with valuable guidance for future campaigns, strengthening its positioning on Amazon.
“Working with the right partner can be essential for brands that want to better understand the Amazon landscape” - Francesco Bellomo, Media & CMI Senior Manager, Haier Europe