Categories Name : Marketing Strategy

Sub-Category : Lead Generation

Entry Name (Campaign) : Philips tripled Men's grooming category appliance category penetration using Amazon Ads

Results

As the category captain, Philips faced the challenge of boosting the men's grooming appliances category's growth in India. This category had limited growth potential due to over 72% penetration among the target audience, a longer replenishment cycle and increasing competition offering cheaper products. Philips aimed to improve its value proposition and brand loyalty. The campaign achieved significant milestones: • Awareness: It reached 40 million people with 215 million impressions, boasting an 83% VCR and a CPCV 16% better than the category average. A/B testing and creative improvements resulted in a 2.5x increase in CTR. • Consideration: The campaign generated 1 million+ branded searches on Amazon and 1.6 million product detail page views, leading to 100,000+ add-to-carts. • Conversion: The campaign delivered an 5x return on ad spend, resulting in 120,000+ units sold. The campaign's impact extended beyond Philips: a. The product proposition became a top-three best-selling product on Amazon within six months, making multi-grooming a significant part of Philips' business. b. Philips transformed the category landscape, increasing multi-grooming contribution from 8% to 33% in 18 months. c. Average order values rose by 8% for Philips and 2% for the category in the first six months, with an overall category order value increase of 5% in the last year. Amazon remained the top channel for Philips, contributing over 50% to both online and offline sales. Overall, the campaign delivered a 5:1 return on ad spend, with a 7:1 return on ad spend for the Philips brand.