Reckitt Benckiser uses display ads to grow their audience

The company

Reckitt Benckiser (RB) specializes in health and home hygiene products. Its product portfolio in India includes ubiquitous brands such as Dettol (antiseptic hand-wash), Durex (condoms), Strepsils (lozenges for sore throat), and Harpic (toilet cleaners). Veet is a leading global depilatory brand, present in 80+ countries, with the highest market share in the at-home depilation space in India. Veet’s market leadership is driven by constant innovation that meet women’s beauty needs globally.

The goal

RB wanted to grow their Veet hair removal cream portfolio by driving increased brand awareness and reach to new customers.

The solution

Using display ads, RB was able to reach out to users with an affinity towards hair removal creams. In order to target new customers, historic purchasers and browsers of Veet cream were excluded, thereby making every sale as an addition to the customer base. A promotional “Buy two, get one” offer was also included to increase conversions.

The Amazon Advertising team’s constant feedback, along with their intent to support us and grow the brand on the platform, has reflected in better campaigns and performance. The Amazon Advertising team has ensured that Veet reaches the right audience, gaining new customers and leveraging the market share we enjoy offline.– Jennifer Jacob, eCommerce Brand Manager, RB

The results

The strategy paid off: RB achieved a 30% increase in new customer acquisition rate compared to previous months for Veet hair removal creams as a result of their display ads. They also saw a 14% increase in the sales compared to the baseline. More importantly, every ad-attributed purchase of Veet cream generated was incremental.

Highlights
  • 30% increase in new customer acquisition rate over previous month
  • 14% increase in the sales over previous month