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Sonax Case Study: Mastering Amazon Ads

Key metrics

NTB% for DSP (incl. PV and Twitch) was 77.48% (vs. 55.6% DSP average), 3,716 Lemon Rocks Page visits were generated in the brand store, so 78.93% of all page visits were coming from the campaign alone, Increase in brand awareness among young drivers: +6% (age 18-24) and +5% (age 25-34).

How we combined segment and incrementality based setup with SONAX to achieve ROAS increase I Case Study I Amazon DSP
Increase in brand awareness among young drivers of +6% (age 18-24) and +5% (age 25-34).
How we combined segment and incrementality based setup with SONAX to achieve ROAS increase I Case Study I Amazon DSP
Total SONAX Amazon sales increased in April 2024 by 11.2%.
How we combined segment and incrementality based setup with SONAX to achieve ROAS increase I Case Study I Amazon DSP
AMC showed that 24 of the Top25 journeys by NTB% contained Twitch or Prime Video.

Challenge

SONAX is the leading brand in over 100 countries for car care and cleaning. It has a strong, loyal customer base but challenges in reaching young drivers. Therefore, they have developed the ‘Lemon Rocks’ product line with a modern product identity that they want to win a younger audience for.

Sonax Spray
How we combined segment and incrementality based setup with SONAX to achieve ROAS increase I Case Study I Amazon DSP
Sonax amazon

Our approach

How we combined segment and incrementality based setup with SONAX to achieve ROAS increase I Case Study I Amazon DSP
“In order to educate and win young drivers along the funnel, a variety of Amazon Ads targeting capabilities have been leveraged for SONAX. A broad ‘car owner’ targeting have been applied on Twitch and Prime video to raise awareness with video. Static display ads incl. STV retargeting and IM segments linked to the Amazon Store. E-Commerce ads incl. contextual and IM segments, ASIN and Stores retargeting have been used to drive conversion. To capture demand in search, a dedicated Lemon Rocks SB, SD and SP have been set up and the overall campaign was accompanied by a brand lift study.”
Markus Fluhr, Global Category Lead
markus.fluhr@amerge.com

Results

AMC showed that 24 of the Top25 journeys by NTB% contained Twitch or Prime Video. The brand lift study has shown an increase in brand awareness among young drivers of +6% (age 18-24) and +5% (age 25-34). Beyond brand impact, total SONAX Amazon sales increased in April 2024 by 11.2%.

What does the client say

“Together with Amerge, we implemented a full-funnel campaign for the first time this year. In addition to well-known advertising channels such as DSP or sponsored ads, we were able to break new ground with their help and successfully integrate new channels such as Twitch and Prime Video for our younger target group. Amerge supported us significantly in the implementation of a brand lift study and provided valuable insights via an AMC analysis. They supported us in all aspects of the campaign, from creation to final evaluation. Their contribution was crucial to our success and I look forward to working on further projects together.”
Michael Forster, Product Owner Communication & Campaigns at SONAX
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