How We Drove Haier Europe’s Holiday Season Success with a Dynamic Amazon Ads Strategy

Haier Europe aimed to boost brand awareness and significantly increase sales during the 2022 holiday season. With varying brand maturity and competitive intensity across markets, the company faced the challenge of doubling sales in the U.K. and France and tripling them in Germany. The strategy required real-time adaptability to target the right audiences, optimize budgets, and ensure stock availability during peak demand.

We developed a three-phase strategy aligned with the holiday shopping journey:

• Awareness: Deployed Sponsored Brands, video formats, and Sponsored Display campaigns to introduce Candy, Hoover, and Haier to new shoppers in related categories, building brand recognition before peak season.

• Engagement: Optimized ad formats to re-engage prior audiences, leveraging Amazon Ads API insights to refine targeting and dynamically allocate spend, keeping the brands top of mind.

• Sales Optimization: As demand surged and items sold out, budgets were reallocated to best-sellers in stock, closing €25,000 under budget while exceeding sales targets.

Real-time monitoring enabled continuous adjustments to bids, budgets, and inventory, ensuring competitiveness and visibility during peak periods. This balanced approach drove both immediate results and long-term market presence.

Our data-driven strategy delivered exceptional results, surpassing all benchmarks. Haier Europe achieved record sales growth across markets, exceeding initial goals, and gained valuable insights into budget efficiency and optimization. The campaign established a replicable model for future promotional peaks, reinforcing Haier’s leadership in European e-commerce.