Challenge
With bricks-and-mortar shops closed as a result of government restrictions across Europe, Paris Presents challenged ROAST to maximise online sales during the Black Friday trading period at a strong ROI.
In our third consecutive year working with Paris Presents (owner of multiple beauty brands such as Real Techniques, EcoTools and Freeman Beauty), ROAST knew we could build on the previous year’s key retail learnings and utilise new Amazon betas to deliver stronger ROI for the client.
Innovation
Across all Paris Presents brands for each promotion period, bids and bid adjustments were increased for higher ad placements and promotional products were pushed in relevant campaigns.
For brand-specific activity, ROAST were able to take advantage of the increased beauty tool promotions that Real Techniques were offering across Black Friday. Our learnings informed us of the high interest in brush-sets in the run-up to the festive period, which enabled us to adjust our strategy accordingly to promote products producing a stronger ROI for the client.
We utilised this period to test new ad types (still in Beta) across Amazon Ads, including Sponsored Brand Video, which delivered strong ROI results compared to other ad types and Sponsored Display. By pushing multiple ad placements, Real Techniques ad types were able to cover a majority of Amazon Brand search results:
