Case Study: Diageo achieves 4,000% ROAS and 40% cross-sell sales with Criteo Sponsored Products

Global beverage leader Diageo worked with Criteo to focus on Cross Sell, achieving 40% their sales from non-spirit categories and 4,000% overall ROAS

Diageo, the global beverage leader, partnered with Criteo after a successful test of Sponsored Products. For their first yearlong campaign they aimed to apply test learnings, exceed prior returns, and gain an ecommerce advantage by improving ROAS and expanding beyond core spirit listings.

Criteo recommended cross-selling outside the spirits category using Bid Multipliers to adjust CPCs across Category, Department, Aisle and Shelf placements for both Search- and Browse-based shopping. The approach drove nearly 90 million impressions, delivered 4,000% overall ROAS (up to 6,000% for lines like Smirnoff and Baileys), and generated 40% of campaign sales from non-spirit cross-sell categories.

Diageo