Challenge
After successfully pioneering Albert Heijn's Sponsored Products on own initiative, Heineken aimed to elevate its online strategy further and challenged dentsu to improve the account’s performance. As Heineken sought to enhance its online presence through Albert Heijn’s Sponsored Products, the key challenge was to dynamically adjust campaign strategies in response to fluctuating market conditions, ensuring optimal visibility and engagement without explicit reliance on traditional promotional cues.
Approach
In partnership with Albert Heijn Media Services, Dentsu designed a nuanced strategy centered around four core pillars. This approach refined keyword targeting, boosted visibility for underrepresented keywords, and adapted campaign tactics according to seasonal trends to maximise conversion rates. Strategic bid adjustments optimised spending across varying market dynamics, maintaining a consistent brand presence.
Results
The refined strategy led to a significant RoAS increase surpassing the target by 9%, previous RoAS by 29% and performing well above category average. Innovations in product strategy accounted for a large part of impressions and sales, significantly enhancing brand awareness and reaching the requested target. This strategy successfully navigated the complex retail landscape, demonstrating a robust adaptation to market shifts while sustaining strong brand performance and financial outcomes.
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