Electrolux

Turning up the heat on Amazon Ads

Frigidaire, a subsidiary of Electrolux, has served as a renowned consumer and commercial home appliances company for over 100 years. Loyal customers rely on Frigidaire for high quality home appliances, including refrigerators, freezers, washers, dryers, air conditioners and dehumidifiers.

A full-funnel approach

Since 2019, Electrolux has put its full trust in DEPT® to manage its large product portfolio and develop an effective full-funnel approach that helps them to not only gain customers on Amazon in the US, but also maintain a strong relationship with those customers.

With our advertising and consulting services, we have applied a holistic approach to help Electrolux go from performing well on Amazon, to excelling above and beyond.

Electrolux is already an internationally known brand with an established presence on more traditional retail channels. Frigidaire aimed to continue building and strengthening brand awareness when it brought their Amazon business in-house, so elected to sell its inventory to Amazon from the beginning. This posed a unique challenge that led to us pursuing sell-through as the primary performance indicator.

Three objectives

The primary objective of this campaign was to build brand awareness, as Frigidaire brought its Amazon business in-house. We also aimed to position Frigidaire at the top of the market from the start.

We focused on building a strategy to help reach our goal of sell-through by positioning Frigidaire to reach many shoppers that were likely to make a purchase.

Finally, we aimed for a high category ranking, to take Frigidaire to the top of the Room & Air category in the US with our advertising efforts.

Our approach

Full-funnel

Our full-funnel advertising strategy allowed us to follow the user journey and accrue exact leads. The analyses and insights from our consulting team also helped us to track the current performance with the current advertising strategy, and determine what adjustments were needed to move forward.

We used exact lead through the entire user journey, including use of videos and banners for upper funnel campaigns, and responsive e-commerce ads for competitor and retargeting campaigns. This resulted in high traffic and engagement in the upper funnel.

Location targeting

In the upper funnel, we used location targeting rather than audience targeting in order to focus on hot climate areas, as the shoppers in these areas would be more likely to purchase air conditioners and dehumidifiers. This allowed us to generate extremely high levels of relevant traffic on the product detail pages and high engagement rates.

Incorporating strategy consulting

Our advertising and consultancy team built a strategy based on data in order to help us accomplish the goal of sell-through. This in itself is a great challenge; we needed to fully understand where the sell-through comes from, and determine exactly where any issues were arising.

Our consulting team ran ongoing share-of-voice analyses to monitor the top of the sales funnel and measure brand visibility in the Sponsored Ads environment every month. This provided an overview of how much visibility the brand was getting, how the visibility was evolving, and who the big competitors are.

We also focused on sell-through by ASIN, and could single out those that were not performing well through monitoring. We then adjusted the advertising strategy to increase visibility for those products.

Getting to #1

This case was a perfect example of how a brand can fully utilise all of Amazon’s advertising products and achieve great results by implementing them in combination. We built a full-funnel advertising strategy that included all of the Sponsored Advertising products, as well as the Demand Side Platform (DSP).

Leveraged products:

Sponsored Products
Sponsored Brands
Sponsored Brands videos
Sponsored Display Ads
DSP

Sponsored Brands allowed us to achieve visibility in the upper funnel, but the majority of the budget was targeted on Sponsored Products Ads, as this ad type generated most of the revenue.

This shift allowed us to get to the top of search placements. We have also been using generic category targeting which has driven Frigidaire to the number one ranking in the Room & Air category.

Results

This campaign and these efforts continue to run, and the results continue to improve even more. We hit 65% sell-through – a result that still continues to increase, and occurred even before the peak summer season.