Publicis Media DE/Starcom DE help John Frieda engage shoppers across channels and boost Amazon sales 27%
Challenge
John Frieda, a global leader in haircare, understands the omnichannel nature of consumers and tailors its marketing efforts across a combination of digital and retail media channels, including Google and Amazon. To connect with shoppers in Germany, the brand partners with Publicis DE to run impactful campaigns, optimize performance, and strategically manage these channels.
Publicis DE prioritized quick, data-driven decision-making, but the lack of a seamless connection between Amazon and Google data created a major hurdle. The agency had to manually combine the data into spreadsheets before deciding where and how to allocate budgets. This process slowed the team’s ability to measure the impact the Google Ads had on Amazon activity, such as Add-to-Cart and Purchase rates. Without the conversion data, they were also limited to Max Clicks bidding for Google campaigns, which conflicted with the lower-funnel strategy.
Solution
By leveraging Skai’s Amazon Attribution integration, Publicis DE could automate workflows, unify data, and enable seamless optimization towards Amazon sales.
Publicis DE maximized cross-channel performance for John Frieda by:
- Automatically applying Amazon Attribution tags to Search ads—removing the time-consuming manual effort previously required
- Maximizing performance on Amazon by to see which search campaigns worked best (and which underperformed) at driving conversions on Amazon for John Frieda
- Analyzing metrics together, in one place, to have an instant understanding and visibility across channels—no need to combine multiple data sources in Excel to get this view
- Optimizing search bidding strategies using Manual CPC and Skai’s algorithmic Portfolio Optimization to inform adjustments around Amazon metrics (i.e. Add to Carts,) to improve budget efficiency
Results
The success was immediate, highlighting the effectiveness of cross-channel strategies for John Frieda growth. With this approach, Publicis DE ensured the Google budget was spent on campaigns most likely to drive a conversion on Amazon, reducing nearly all the manual work. . During the four-week test, Amazon purchases increased 27% and CPA dropped by 35%.
The strong performance has helped Publicis DE unlock more opportunities to help clients succeed across channels. The agency continues to refine its omnichannel strategy with Skai’s Amazon Attribution by splitting campaigns into separate portfolios to align with different goals and incorporating additional Amazon metrics to improve paid search optimization.
“Brands want to understand how customers discover, research, and buy their products across channels, but data often lacks connection. Skai helps us bridge this gap, so we can make smarter decisions on marketing strategies and spendings in an increasingly omnichannel world.”
Carolin Holzapfel
Senior Brand Communication Manager, John Frieda, DACH & AMEA
About John Frieda
For 20 years, the John Frieda® brand has been dedicated to developing salon-inspired haircare products expertly tailored for specific hair concerns and transformational results. Learn more at johnfrieda.com/de-de/home/.
About Publicis DE
As one of the world’s largest media agency networks, and part of the Publicis Groupe, Publicis DE helps clients achieve growth by developing tailored communications solutions in all areas.
For more information, please visit publicismedia.de/.
Solution Used
