Introduction
Venchi, the historic Italian premium-chocolate producer founded in Turin in 1878, has built a global presence with more than 120 stores in over 70 countries, bringing its expertise in chocolate and artisanal gelato to audiences around the world.
The collaboration with Kiliagon started in 2021 with the primary objective of managing Search and Display campaigns. Today the partnership covers the main European countries, with management of a double Amazon account in each market. The brand’s seasonality is strongly linked to two key moments: year-end holidays and Easter.
In 2023, Venchi launched the “Unleash Joy!” Easter campaign to increase seasonal sales, improve ROAS and expand its customer base in a highly competitive market.
Campaign Overview
The campaign ran from March 1, 2023 to April 5, 2023, with a budget distributed across different advertising channels to maximize reach and impact during the Easter period in Italy.
The goals were ambitious: +87% YoY revenue, +35% ROAS, improved engagement rates and a significant increase in the share of new-to-brand orders.
Strategy and Execution
The approach combined creativity and analysis, bringing together Sponsored Ads, Amazon DSP and insights from Amazon Marketing Cloud in a full-funnel strategy able to cover every phase of the customer journey, from awareness to conversion.
- Creative segmentation: four marketing personas were identified, with tailored messaging and creatives to maximize engagement in each cluster.
- Dynamic advertising: Sponsored Products, Sponsored Brands and Amazon DSP were used to reach potential customers with strong precision and relevance.
- Insight-driven optimization: continuous monitoring and real-time optimization enabled an agile and efficient approach.
Amazon Marketing Cloud was used to better understand the customer journey, identify the optimal frequency to increase conversion rate and pinpoint the products most effective at generating new-to-brand customers. Amazon Marketing Stream supported near-real-time reading of campaign data and applied changes.
Funnel Optimization Levels
Upper Funnel: through Amazon DSP and a dynamic-creativity approach, four shopper models were identified and dedicated assets were developed to increase engagement and sales, with a relevant impact on new-to-brand purchases.
Middle Funnel: Sponsored Ads strategies were optimized to own product pages and improve traffic, supporting sales, ROAS and market competitiveness.
Lower Funnel: a DSP remarketing campaign worked on customized audiences to generate incremental sales and new-to-brand orders, contributing to the overall optimization of ROAS.
Results
The strategy developed by Kiliagon exceeded all expectations. The campaign registered a substantial increase in clicks and searches versus 2022, together with an improved CTR, a signal of the media and creative plan’s effectiveness.
Revenues grew by 87% YoY, surpassing the initial target. ROAS recorded a very strong increase, reaching 14 times the level of the previous year. Order volume increased by 76% YoY, while new-to-brand orders grew 6x, confirming the campaign’s ability to intercept new demand.