Case Studies / Reckitt

Reckitt and Cadastra achieve unprecedented revenue and ROI on Amazon with Skai


Reckitt Hygiene Comercial is part of a global consumer goods company specialized in hygiene products. While its marketing team has been running Amazon campaigns with the Cadastra agency for some time in Brazil, they were facing a challenge in optimizing retail media campaigns as part of their Amazon advertising strategy. The manual optimization process was time-consuming and led to suboptimal results, with room to improve ROI and revenue. They were looking for a solution to automate optimization processes while maximizing ROI and revenue. This is when they decided to partner with Skai.


Cadastra worked with Reckitt to implement Skai, which included key features like Portfolios and Budget Navigator. The agency set up a Skai Portfolio for each of Reckitt’s brands and used the Budget Navigator plan on top of each one. This allowed them to automate the bid strategy, take the best bid adjustments, and drive the campaigns to maximize ROI. They also had control of the budget and could forecast based on historical data, ensuring that the campaigns were within budget and on track to meet the desired ROI.


Overall, Reckitt and Cadastra were able to optimize their retail media campaigns on Amazon using Skai, achieving better results than ever before. The success of the project demonstrated the power of Skai’s machine learning-based optimizations for retail media, powered by the AWS platform. and the value of partnering with a skilled agency like Cadastra.

In the first three months after implementing Skai’s Portfolios and Budget Navigator, Reckitt Hygiene Comercial saw a 147% increase in revenue, compared to the previous period and a 7.2% increase in ROI for all its brands for Sponsored Brand campaigns. Additionally, Cadastra also enjoyed a faster optimization flow and saved money by identifying and removing low-performing keywords.

“Skai has revolutionized the way we optimize our retail media campaigns on Amazon, leading to an incredible 147% increase in revenue in just three months. Partnering with Skai has truly paid off.”

Andre Fava Canabrava
e-Commerce & Media Performance Manager

About Reckitt

Reckitt exists to protect, heal and nurture in the relentless pursuit of a cleaner, healthier world believing that access to the highest-quality hygiene, wellness and nourishment is a right, not a privilege.

Reckitt is the company behind some of the world’s most recognizable and trusted consumer brands in hygiene, health and nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and more.

Every day, more than 30 million Reckitt products are bought globally. Always putting consumers and people first, Reckitt seeks out new opportunities, strives for excellence in all that they do and builds shared success with all partners. Reckitt aims to do the right thing, always.

Reckitt has a diverse global team of around 40,000 employees. Reckitt draws on our collective energy to meet our ambitions of purpose-led brands, a healthier planet and a fairer society. Find out more, or get in touch at

About Cadastra

Cadastra offers global solutions in marketing, technology, business strategy, data, and analytics, aiming to deliver exponential sales results through digital channels. Cadastra has six business divisions: Business Strategy (consulting and business strategy), Performance & Growth (media and martech platforms), Engaging Experiences (CRM, technology, and SEO), Data & Analytics, Content & Creativity, and Transformative Engineering (e-commerce implementation and development).

Cadastra is a thriving organization with approximately 700 skilled employees, boasting an impressive track record of 14 Great Places To Work recognitions. This includes recent honors in categories such as Women and Diversity, reflecting the company’s unwavering commitment to inclusivity. In 2022, Cadastra stood out as the sole Latin American enterprise to be awarded the prestigious Salesforce Innovation Partner Award. Additionally, they achieved a remarkable feat by securing the Google Premier Partner Awards championship title for the Workplace Excellence category once again.

Cadastra’s exceptional performance is further evidenced by their leadership in three quadrants – Analytics & Intelligence, Digital Presence & Ads, and Martech Strategic Services – of the ISG Provider Lens™ Martech Solutions and Service Providers 2022 Report.

Moreover, they have made history as the first-ever native digital performance company to receive a nomination for the coveted Caboré award in the Marketing Service category, the most esteemed award in Brazil’s advertising industry, awarded by Meio & Mensagem.

Solution Used

Find out what Skai can do for you:

Request a Demo