Challenge
Across Europe, Crayola faces tough competition with each operating environment having a local market leader that has strong brand awareness, a legacy consumer relationship base, and more dynamic pricing strategies.
Strategic Idea
Reach relevant customers through high-performing, cross-category search terms following a data first approach 2:1 match on campaigns to drive results. Focus on driving incrementality and household penetration by reducing branded keyword spend across all markets.
Activation
Complete restructure and rebuild of all Crayola campaigns across Amazon EU 5, implementing a new search strategy. Thorough frequent optimisation following a data first strategy and approach with focus on wider key success metrics outside of just ROAS.
Impact
Branded spend reduced from 50% to an average of
8%
Across all markets
