Philips Domestic Appliances: Maintain category leadership and business growth with Sponsored Discovery optimization
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Objective
Philips Domestic Appliances, one of the top kitchen & home appliance brands on LazMall, wanted to ensure continuous growth in GMV performance, in sync with Lazada’s growing Electronics-Small Appliances category in Thailand.
Approach
After jointly reviewing the overall Sponsored Solutions setup, Lazada and Philips Domestic Appliances identified opportunities in the way Sponsored Discovery are configured during key Mega Campaign periods.
Following measures were taken for the upcoming Birthday campaign:
- Revamping the overall structure by creating dedicated campaigns for best-performing product categories (eg. Rice Cookers, Vacuum Cleaners etc), and well as strategic priority categories.
- Campaign budget planning and allocation based on ROI performance and category priorities
- Daily budget cap planning and allocation based on learnings from past Out-of-Budget frequencies
- Conduct training on how to optimize bids & keywords from Teasing to D-Day in order to drive higher SOV
Results
With these changes, Philips Domestic Appliances was able to streamline the number of campaigns and focus their budget and optimization efforts on top-performing categories and Hero SKUs.
By the end of the Birthday Mega Campaign, they were able to achieve #1 ranking in Thailand’s Small Appliances category and improve the overall Sponsored Discovery budget efficiency.
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