Venchi’s “Unleash Joy!”  Easter Campaign achieved unprecedented success in Revenues and Roas with DCO and DSP

INTRODUCTION

Brand Overview

^{Venchi is a distinguished Italian manufacturer of premium chocolate, established in Turin in 1878. The company boasts a rich heritage in crafting delectable chocolates and has expanded its offerings to include a delightful selection of over 250 chocolate recipes and a captivating range of 90 gelato flavors. Their success has led to a global presence with over 120 stores operating in more than 70 countries, offering a taste of the Italian chocolate and gelato experience worldwide.}

The collaboration with Kiliagon started in 2021, with the main goal of managing SEA and Display campaigns. To date, the partnership takes place in the main four European countries (IT, UK,FR,ES,DE)  with the management of a double Amazon account management in each country. 

The brand’s operational dynamics are highly influenced by seasonality, with two principal periods of heightened performance: the Holiday Season in the fourth quarter and the Easter Season.In 2023 Venchi embarked on an ambitious mission to magnify its Easter sales and deepen brand engagement amidst a fiercely competitive market.

The “Unleash Joy!” campaign was born out of the strategic imperative to not only increase sales and Return on Advertising Spend (ROAS) but also to captivate and enlarge its customer base. This extended case study explores the comprehensive strategies, execution details, and remarkable outcomes that set a new benchmark for Venchi’s marketing excellence.

Campaign overview

 The Venchi Easter Campaign, titled “Unleash Joy!”, was launched with a budget of €47,100, carefully allocated across various targeted advertising channels to optimize reach and impact. Running from March 1, 2023, to April 5, 2023, it aimed to leverage the festive spirit of Easter across Italy. The ambitious objectives of the campaign included a surge in overall revenues by 87% Year-over-Year (YoY), a 35% increase in Return on Advertising Spend (ROAS), improved engagement rates across platforms, and a significant rise in the percentage of orders from new-to-brand (NTB) customers.

Strategies and Implementation

Venchi’s approach was multi-dimensional, blending creativity with analytics. Utilizing Sponsored Ads, Amazon Demand Side Platform (DSP), and insights from Amazon Marketing Cloud, the campaign was a testament to strategic agility and precision. A full-funnel strategy was deployed to cover all stages of the customer journey, from raising awareness to converting interest into tangible sales. The campaign was characterized by:

• Creative Segmentation: Four marketing personas were meticulously identified, representing the brand’s core audience. Tailored messaging and creative adaptations ensured resonant engagement with each segment.
• Dynamic Advertising: The use of Amazon’s Sponsored Products, Sponsored Brands, and DSP allowed Venchi to dynamically target potential customers with high precision and relevance.
• Insight-Driven Optimization: Continuous monitoring and optimization based on real-time data analytics allowed for agile adjustments, ensuring maximum efficiency and impact of the advertising spend.

Levels of funnel optimization

• Upper Funnel: Utilizing Amazon DSP and DCO, Venchi identified four buyer personas and delivered customized creative assets to enhance engagement and assist sales. This dynamic approach resulted in a significant uplift in engagement rates and NTB purchases.
• Middle Funnel: Sponsored Ads strategies were refined to defend product detail pages and optimize traffic, leading to a substantial increase in revenue, improvement in ROAS, and better competitiveness in the market.
• Lower Funnel: A focused remarketing DSP campaign targeted custom-audiences to drive incremental sales and NTB orders, achieving impressive growth and ROAS optimization.

Results

Venchi’s Easter campaign surpassed all expectations, achieving unprecedented success:

• Enhanced Engagement: The campaign recorded a substantial uplift in impressions, clicks, and branded searches, indicating enhanced market engagement and brand visibility.

• Revenue Surge: Achieved an 87% YoY increase in revenues, reaching a total of €220,365, thereby meeting the ambitious target head-on.

• ROAS Excellence: A significant leap in ROAS, improving 14 times YoY from 3.46 to 4.68, exemplifying the campaign’s cost-effectiveness and efficiency.

• Order Volume Growth: A 76% increase in order volume YoY, with a six-fold rise in NTB orders, highlighting the campaign’s effectiveness in attracting new customers.

Conclusion

The “Unleash Joy!” campaign stands as a monumental achievement for Venchi, not just in surpassing its set goals but in laying down a robust blueprint for future marketing endeavors. Through strategic utilization of Amazon’s advertising platforms, insightful audience segmentation, and adaptive messaging, Venchi was able to captivate a broader audience, showcasing the transformative power of targeted advertising in achieving remarkable business outcomes. This campaign is a beacon for brands aiming to navigate the competitive landscape of digital marketing with agility, creativity, and strategic foresight..

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