At the beginning of 2020, while the Covid crisis and the lockdown slow down the sales of its competitors, Regenerate is rapidly accelerating on Amazon and maximizing its sales, in particular thanks to the technological partnership of Fabernovel with m19.
Specialized in oral care, and in particular in the treatment and care of enamel, Regenerate is a brand of the Unilever group. Since 2019, the brand has worked with the Fabernovel marketing performance experts and entrusted them with its media acquisition budget for the international development and digitalization of its business model.
In mid-March 2020, the Covid crisis and containment hit 3 of the markets in which we operate with the brand: France, Italy and the United Kingdom.
In this context and while Regenerate finds itself partially deprived of its physical distribution channels, we had to accelerate rapidly on the digital market.
The Regenerate and media teams at Fabernovel then decided to focus media efforts on Amazon, an essential platform on which we were already obtaining significant results.
Figures that make you dizzy and make this marketplace a must for any brand. While this has been true for the past few years, Amazon's importance is all the more exacerbated as the current context and the health crisis have deeply impacted consumption habits.
Being present is one thing, being visible is another
This is where AMS - Amazon Marketing Service - sponsored campaigns come in, which helps maximize product visibility - a must on a site as competitive as Amazon.
Expertise mastered by Fabernovel media teams, both in product campaigns, to maximize their visibility, and in brand campaigns that will strengthen brand awareness.
Still under the pressure of the crisis context, Regenerate and Fabernovel objectives were clear: performance, control and time savings.
Great ambitions, fulfilled thanks to the Fabernovel technological partnership with m19, a solution based on artificial intelligence to allow sellers and vendors on Amazon to control and increase their sales on Amazon.
Based on a performance objective, machine learning algorithms optimize campaigns and auctions. All media sales operations are operated by m19 technology; sellers and vendors can then focus on their business.
The AMS experts at Fabernovel - Adrien, Elliott and Jérôme - assisted by François and Tarik from m19, then worked on the implementation of the solution for Regenerate from mid-April 2020 on the strategic markets France, Italy and United Kingdom.
Because the power of Amazon is well established, optimizing the way campaigns are managed is essential. The Fabernovel team's AMS expertise, coupled with the m19 solution, has significantly improved Regenerate's visibility and Amazon sales.
To this have been added a much finer flexibility and adaptability to Regenerate's business challenges and objectives, thanks to the implementation of a target ACOS and the possibility of controlling daily budgetary expenditure.
+138% Sponsored Sales per week
(Comparison before/after activation m19, UK figures)
-It is essential to have media and web analysis expertise to analyze, manage and optimize via this solution. The media specialist or web analyst is generally familiar with mastery of advertising platforms and additional bidding solutions. We will therefore find different levels of reporting on which we can identify relevant insights and apply target profitability strategies very common to similar solutions on the search or social networks.
-The success of Regenerate is remarkable for its context. The dental care sector is still relatively poorly represented on the Amazon marketplace. And this is even more the case for the Regenerate product line, which is positioned in a very premium segment.
The m19 algorithm needs history and a high volume of sales to have the best possible optimization. With such results on Regenerate for a fairly reduced depth of product line, one can expect even more impressive results from players with more items to promote. We therefore plan to deploy the solution to the majority of our customers on Amazon to help them increase their performance tenfold.