Mindshare, a global media agency network, manages successful search and e-commerce programs for their CPG client, Kimberly-Clark and their many brands such as Huggies, Kleenex, and Depend. Kimberly-Clark looks to Mindshare to improve cross-channel performance, widen brand awareness, increase revenue and scale their presence online. The two advertising solutions they focus on are Amazon Marketing Services (AMS) and Google search campaigns, all while keeping the right investment mix across these key channels.
For Kimberly-Clark, managing its Amazon Marketing Services program required detailed insights and reporting into product activity at the campaign and ASIN (products) level, in addition to sophisticated budget optimizations to ensure the best performance across Kimberly-Clark’s many product ads. Additionally, the Kimberly-Clark e-commerce program was vast, and the Mindshare team needed to scale their AMS campaigns quickly in order to also focus on strategic decisions about the brands and products Kimberly-Clark provides – to yield the ad results they desired.
As a solution, the Mindshare team decided to leverage Kenshoo E-Commerce to help manage the complexities of the e-commerce program, since they had also been successfully using Kenshoo Search for Kimberly -Clark’s product campaigns. With Kenshoo E-Commerce, Mindshare was able to quickly manage and optimize campaign activity at scale, gaining crucial cross-campaign visibility into campaign and keyword data in custom time frames – consistently and on a daily basis.
Along with enhanced insights and data analysis, Kenshoo’s product-level reporting helped uncover even deeper insights into product activity, revealing which products were ineligible for advertising (for example – not winning ad auctions) and for what reason. This gave Mindshare a new opportunity to optimize and focus on the best performing ASINs, leading to strategic program recommendations that aligned with Kimberly-Clark’s goals.
Kenshoo E-Commerce delivered uplifting results for Kimberly-Clark’s brands, continually beating initial goals. After only two months leveraging Kenshoo’s campaign management and automation capabilities, the Mindshare team was able to effectively scale the operation while continually yielding a 44% increase in return on ad spend (RoAS).
By leveraging Kenshoo’s automation capabilities, the Mindshare team was able to spend time perfecting its ad strategies for the account and continuously drove improved results for their client.
In addition, the Mindshare team is thrilled to be running both Kimberly-Clark’s Search and the E-Commerce program in the Kenshoo platform. Consolidating their business in Kenshoo helps provide a critical cross-channel view of product activity and a balance of ad investment across Amazon and Google that directly contributes to increased efficiencies and product performance.