Case Study: Colgate boosts tentpole event conversions with Pacvue Amazon Marketing Cloud

Colgate boosts CTR across nearly every category with Pacvue

Colgate, a global leader in the CPG sector, sought to optimize its advertising strategy for tentpole events. The brand needed to determine the most effective approach for targeting both late-stage and early-stage customers and understand the value of past shoppers versus new consumers. To address this challenge, Colgate and its agency partner GroupM worked with vendor Pacvue to leverage their Amazon Marketing Cloud (AMC) and Demand Side Platform (DSP) solutions.

Pacvue implemented its AMC Audiences functionality to build strategies targeting historical promotional purchasers, cart abandoners, and new product purchasers. This solution was activated in Amazon DSP ahead of Prime Day. As a result, Colgate saw engagement rates above all benchmarks, improved total purchase rates, and a substantial increase in ROAS for cart abandoners. Pacvue's solution led to redefined tentpole strategies and a better understanding of how to convert different customer cohorts.

Colgate