Achieve a sales increase of +50% compared to the previous year in the dog product range, with an NTB (Net To Brand) increase surpassing the market benchmark. 

We focused our efforts not only on reaching users at the bottom of the sales funnel but also on impacting users interested in related categories. 

We used both of Amazon’s advertising platforms: Sponsored Ads and DSP, with an always-on strategy leveraging traffic spikes and seasonal sales peaks. 

In Sponsored Ads: 

• We activated three strategies: generic, defense, and attack, assigning appropriate weight to each based on objectives and using all available formats, with the video format (Sponsored Brand Video) performing exceptionally well. 
• We monitored CPCs and keyword performance daily, effectively negating keywords with low performance. 
• Brand protection was crucial, especially given our image campaigns in conventional media. We safeguarded Product Detail Pages with complementary products. 
• Throughout the year, keyword analysis was ongoing, covering main category keywords and activating cross-selling campaigns to appear on pages of complementary products like pet accessories and transportation items. 

In DSP: 

• We maintained an always-on approach throughout the year, with a linear monthly budget distribution but reinforcing during event moments to support products on offer and traffic increase. 
• For audiences, we utilized IM (In-Market) audiences to target users who had browsed related categories in the last 30 days, along with Conquest and contextual audiences which yielded high performance. 
• Regarding placements, we balanced desktop and mobile, as well as within and outside of Amazon. 
• The REC creatives performed best, though we maintained a mix with other options. 
• We activated consideration campaigns at two points in the year, focusing on CTR as the KPI, which significantly supported the overall campaign performance.
  

Notably, we activated AMC (Amazon Marketing Cloud) in all advertising actions, enabling us to generate our own audiences for DSP with astonishing performance.