Publicis LeOne leads full-funnel Amazon strategy to grow new-to-brand orders 156% for Centrum using Skai

Consumer healthcare company Haleon has long collaborated with Publicis LeOne, the brand’s bespoke agency partner, to drive brand awareness and conversions across global marketplaces. As Haleon aimed to attract more Amazon customers in Mexico for its multivitamin brand, Centrum, the agency took on the challenge. Their goal was to activate a full-funnel strategy using both Amazon DSP and always-on search campaigns.. However, the team was challenged to efficiently scale their workflows in a way where they could easily manage a complex marketing program and a large product catalog without disrupting performance.

Publicis leveraged Skai for its reliable and scalable workflow automation to manage and optimize Amazon campaigns for search and DSP. The team used Advanced Automated Actions to reduce the time-consuming manual process of setting up and tagging campaign elements with insights they needed most to make changes.

For DSP campaigns, the Advanced Automated Actions focused on assigning Dimensions and Categories—custom labels in Skai—broken down by brand, strategy, and other attributes. This was important as Dimensions helped the team gather and analyze insights into the best ways to attract new shoppers, and understand the characteristics of who were right shoppers using behavioral, demographic, geographic, and tactic insights assigned at the line item level.

With search campaigns, the team used automations to harvest keywords, adjust bids, and update budgets at scale. It didn’t take long for the team to build, view, and edit multi-step flows with 20 conditions. With easier setup and greater accuracy, Publicis was confident that critical updates and tags wouldn’t be missed.

Dimensions helped the agency use Skai’s platform to run alerts and automation, making gathering insights easier by applying dimensions to filter the analysis grid. They reduced the complexity and time involved in monitoring, analyzing, and making precise adjustments by setting up the automations to run once a week for optimal performance based on ROAS targets.

The outcome? Haleon saw order volume grow more than 7% and cost-per-order drop more than 5% during the initial pilot of using Skai. In addition, the full-funnel approach to Amazon proved impactful in bringing in new customers with new-to-brand orders increasing by 156% during the same period. The Publicis team achieved a seamless campaign management system across ad types, ensuring that workflows and campaign optimizations were easily executed and measured within Skai’s platform and in client-facing reports.

Haleon is a global leader in consumer health, with a purpose to deliver better everyday health with humanity. Haleon’s product portfolio spans five major categories – Oral Health, Pain Relief, Respiratory Health, Digestive Health and Other, and Vitamins, Minerals and Supplements (VMS). Its long-standing brands – such as Advil, Sensodyne, Panadol, Voltaren, Theraflu, Otrivin, Polident, parodontax and Centrum – are built on trusted science, innovation and deep human understanding. For more information, please visit www.haleon.com

Le ONE is an expression of the integrated, international, Publicis team and capability, supporting the Haleon business. The name “Le ONE” is born out of the legacy name for the Publicis Media Business, “Publicis | Leon”, which is evolving to “Publicis | Le ONE”.