Introduction:

Fabernovel's strategic expertise, paired with Astra's cutting-edge artificial intelligence, ignited a remarkable surge in Regenerate's Amazon sales. This partnership, initiated during the Covid-19 pandemic, this powerful partnership leveraged the full potential of advanced AI to revolutionize digital marketing strategies.

Background:

Regenerate, a Unilever brand specializing in oral care and enamel treatment, started collaborating with Fabernovel in 2019. Fabernovel's marketing performance experts managed Regenerate's media acquisition budget to support international growth and digital transformation.

Challenge:

In mid-March 2020, the Covid-19 crisis and lockdowns hit key markets—France, Italy, and the United Kingdom—disrupting Regenerate's physical distribution channels. The brand needed to quickly pivot to digital sales channels to maintain and grow its market presence.

Strategy:

To overcome the distribution challenges, Fabernovel's media team decided to concentrate efforts on Amazon, where they had already seen significant results. In 2019, Amazon's net sales reached 254 billion euros, making it an essential platform for any brand, especially during the pandemic.

Visibility on Amazon: Amazon Marketing Service (AMS) sponsored campaigns are crucial for maximizing product visibility in a competitive environment like Amazon. Fabernovel's media team mastered both product and brand campaigns to enhance visibility and strengthen brand awareness.
Strategic Partnership with Astra : Under the crisis, Regenerate and Fabernovel's objectives were clear: performance, control, and time savings. This was achieved through a technological partnership with Astra, using AI to help sellers and vendors control and increase their Amazon sales.

Implementation:

From mid-April 2020, Fabernovel’s AMS experts worked alongside Astra to implement the AI solution in France, Italy, and the UK.

How It Works:

The Astra solution uses machine learning algorithms to optimize campaigns and auctions based on performance objectives.

Automation: Media sales operations are automated by Astra’s technology.
Optimization: Machine learning algorithms continuously optimize ad campaigns for better performance.
Focus: This allows sellers and vendors to concentrate on their core business while the AI handles advertising optimization.

Results:

The integration of Fabernovel's AMS expertise and Astra’s AI technology led to:

Significant improvement in Regenerate's visibility and sales on Amazon
A 500% increase in sponsored sales per week (comparison before/after activation of Astra in the UK)
Implementation of a target ACOS and daily budget control provided greater adaptability to Regenerate’s business objectives

Words From the Client:

Adrien, Senior Media Specialist at Fabernovel, in charge of Regenerate

Question: Since April 2020, we have been using the Astra solution, what are the advantages?
Answer: There are many benefits
- A clear interface to analyze and compare performance across countries
- The ability to manage campaigns with an objective of profitability
- The ability to analyze the impact of sponsored campaigns on organic sales
- The ability to control daily budget, and gain in flexibility
- A unique performance report by product

Question: Why is it essential to combine media expertise with this type of solution?
Answer: It is essential to have media and web analysis expertise to analyze, manage and optimize via this solution. The media specialist or web analyst is generally familiar with mastery of advertising platforms and additional bidding solutions. We will therefore find different levels of reporting on which we can identify relevant insights and apply target profitability strategies very common to similar solutions on the search or social networks.

Question: Will this partnership with Astra always generate results as impressive as with the Regenerate brand?
Answer: The success of Regenerate is remarkable for its context. The dental care sector is still relatively poorly represented on the Amazon marketplace. And this is even more the case for the Regenerate product line, which is positioned in a very premium segment. The Astra algorithm needs history and a high volume of sales to have the best possible optimization. With such results on Regenerate for a fairly reduced depth of product line, one can expect even more impressive results from players with more items to promote. We therefore plan to deploy the solution to the majority of our customers on Amazon to help them increase their performance tenfold.