Haier Europe and Kiliagon develop a holiday marketing campaign that grows global sales by over 200%

Haier Europe, part of the Haier Smart Home conglomerate, delivers innovative smart-home solutions across three distinct brands: Candy, Hoover, and Haier. The company maintains an Amazon presence in several countries, each with their own unique competitors and levels of brand awareness.

Haier Europe’s collaboration with Kiliagon, an Amazon Ads advanced partner, began in late 2020. Initially the company engaged Kiliagon to boost Haier Europe’s ad metrics and business on Amazon, with a focus limited to sponsored ads. In 2022, however, Haier Europe decided to expand the scope of their collaboration, hoping to gain a more holistic picture of their brands’ performance on Amazon and to increase total sales as efficiently as possible. So they entrusted Kiliagon with developing a comprehensive strategy for their upcoming Black Friday and Cyber Monday campaigns.

Kiliagon devised a strategic three-part campaign designed to help Haier Europe take advantage of every stage of the 2022 Black Friday and Cyber Monday promotional period. The advertiser set several ambitious goals across five countries; specifically, they sought to increase sales by 50% in Italy and Spain, 100% in France and the U.K., and 200% in Germany.¹

Throughout the campaign, Kiliagon used reports from the Amazon Ads API to monitor performance in real time and adjust daily budgets and bids accordingly. They also developed specific strategies for each country.

The first phase, which ran from November 1 to November 18, sought to reach new shoppers exploring related product categories. The partner deployed Sponsored Brands, Sponsored Brands video, and Sponsored Display ads to boost user engagement and guide channel traffic toward products primed for upcoming deals.

The week leading up to Black Friday, which marked the second phase, involved Kiliagon optimizing their existing Sponsored Products and Sponsored Display ads to reengage users that they had already reached during the first phase.

The final phase required a change of plans. The campaign was so effective that most of the products eligible for promotion had already been purchased by Black Friday. In response, Kiliagon adjusted the campaign and reallocated the advertising budget to emphasize their best-selling products in stock. This move not only took advantage of peak traffic and encouraged full-price product sales, but it also optimized the campaign’s spending, with final costs coming in at €25,000 under budget.²

Haier Europe’s advertising campaign surpassed their sales goals. The advertiser easily exceeded their goals of 50% boosts in sales for Italy and Spain, with increases of 69% and 66%, respectively.³ They outperformed their growth ambitions for France and the U.K. as well, seeing respective gains of 172% and 219%.⁴ And they experienced the most substantial growth in Germany, with a 569% increase in advertising sales versus their 200% objective.⁵

Compared to the 2021 Black Friday and Cyber Monday season, Haier Europe’s year-over-year (YoY) metrics also improved with ad sales increasing by 213% YoY and return on ad spend (ROAS) increased by 190% YoY.⁶

The collaboration between Haier Europe and Kiliagon not only exceeded sales goals but also yielded insights for efficient budget planning. Equipped with this knowledge, Haier Europe is now ready to tackle future promotions and amplify their growth.