Publicis LeOne unlocks 61% ROAS increase for Haleon during tentpole event with help from Skai
Overview
Tentpole marketing events are more than a sales boost—it’s a great way to increase brand exposure and gain share market. This was exactly what global consumer healthcare brand, Haleon, wanted to achieve for its Amazon campaigns heading into Hot Sale, a key sales event in Mexico. Publicis LeOne, a bespoke agency for the brand, turned to Skai to develop a three-step approach to make the most of its marketing before, during, and after the peak promotional days.
Preparation
Before the Hot Sale days, Publicis LeOne used Keyword Harvesting in Skai to identify top-performing terms and build momentum around volume and profitability. Search Term Analysis (STA) helped eliminate underperforming keywords, improving budget efficiency. Automated audits ensured the campaign structure followed best practices and was error-free leading up to and during the event.
During
Skai’s team provided support with check-in calls and technical assistance. Following guidance from the Skai Client Success Team, the agency paused optimization features dependent on historical data, allowing for faster, dynamic bid and budget adjustments during peak shopping periods. The Pacing Monitor tracked results across different brands and campaign types, while Bulk Actions enabled swift, large-scale changes. Scheduled Reports offered hourly insights for near real-time performance monitoring, and Automated Alerts notified the team when campaigns ran out of budget, eliminating manual checks. Competitive Insights helped monitor competition and optimize Share of Voice metrics.
After
Following the Hot Sale days, the teams analyzed insights and learnings from the event using Reports and Dashboards for future planning. The agency reactivated its automatic optimization features, including Portfolios, Budget Navigator forecasting plans, and dayparting settings to maintain momentum in the non-promotional period.
Results
Publicis LeOne’s efforts to set up and optimize campaigns during the Hot Sale led to the best week in sales history for the brand on Amazon.mx. Maximizing reach and budget efficiency resulted in a 61% increase in ROAS compared to the previous year. Haleon saw a 383% increase in visibility compared to previous weeks.
- 56% increase in sales vs. Hot Sale 2023
- 61% increase in ROAS compared to previous year
Amazon Search during Hot Sale 2024
- 106% increase in conversions YoY
- 1,100% increase in New-to-Brand conversions YoY
- 94% increase in revenue YoY
Amazon DSP during Hot Sale 2024
- 243% increase in conversions YoY
- 482% increase in new-to-brand conversions YoY
- 299% increase in revenue YoY
About Haleon
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.
About Publicis LeOne
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”.
Solution Used
