Based in Holland, FrieslandCampina is one of the world’s leading dairy cooperatives. One of its key brands, Friso, is an infant and toddler nutrition formula which faces strong competition in the Vietnamese market specifically, making it difficult and costly to communicate the brand USPs and acquire new customers at scale.
Since January 2017, FrieslandCampina began working with Pervorm, a Dutch-based performance marketing agency, to help manage its Search campaigns for Friso Vietnam.
Since the start of the acquisition campaign, Pervorm utilised Search to get Friso in front of its target audience and offer them free formula samples. It was achieving a good volume of leads at relatively low cost but recognised that after a certain point it was proving a challenge to scale the volume of leads whilst maintaining the same CPL. For example, CPA increased on Adwords and Bing when they tried to add broader, up-the-funnel keywords.
The challenge was set for Pervorm – drive scalable customer acquisition, whilst maintaining an efficient Cost Per Lead.
As a long-standing Kenshoo partner, Pervorm quickly moved the Friso Vietnam campaigns onto the Kenshoo Search platform and took advantage of the following features to achieve the desired result:
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