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The Background

iProspect is a leading digital performance marketing agency that manages Diageo’s Paid Search and Ecommerce initiatives, including Amazon Advertising. iProspect’s Commerce arm is one of the fastest growing capabilities in the agency, specialised to help clients build and maintain a robust commerce presence in an increasingly competitive space. The iProspect team turned to Kenshoo Ecommerce to help scale Diageo’s Amazon’s strategy. 

Results

Increase in Orders

⬆62%

Increase in Sales

⬆25%

Increase in ROAS

⬆26%

Diageo 2

The Challenge

The alcohol category is fiercely competitive on Amazon, especially during peak season, Black Friday and lead up to Christmas.  Driving category share, increasing sales volume, while hitting ROAS targets and maintaining profitability, has never been more difficult. 

The Solution

The iProspect team turned to Kenshoo’s optimization suite to maximize Diageo’s impact during peak days and bid efficiently towards strict ROAS targets.
Kenshoo’s Automated Actions helped the team execute a dayparting strategy - automatically increasing bids during the most impactful days and hours of the week that Amazon shoppers are most actively seeking to purchase spirits and beer.
Kenshoo’s Bid to ROI and Budget Navigator solutions, helped the iProspect team harness AI and machine learning to algorithmically optimize bids and budgets towards Diageo’s targets.
With the help of the Kenshoo’s share of voice tool, the iProspect team was able to improve monitoring of competitors within specific categories from a paid and organic perspective to help inform ASIN and keyword strategy.  

Case Study

Diageo Raises the Bar, using Budget Navigator and Automated Actions to boost orders by 62%

Diageo