Case Study: Colgate boosts Amazon ad performance with Pacvue

Colgate - Customer Case Study

Colgate, a global leader in CPG, needed a better way to optimize advertising ahead of tentpole events like Prime Day. Working with Pacvue and agency partner GroupM, the brand wanted to understand the best tactics for targeting late-stage versus early-stage shoppers, whether past shoppers were more likely to convert during promotions, and if cross-selling to new consumers could outperform converting non-purchasers.

Pacvue used Amazon Marketing Cloud (AMC) Audiences and Amazon DSP to build custom audiences such as historical promotional purchasers, cart abandoners, and new product purchasers. The approach helped Colgate drive repurchases, cart completions, and cross-selling, with engagement rates above benchmarks, improved total purchase rates, and a substantial increase in total ROAS for cart abandoners across the July U.S. campaign.

Colgate