Case Study: Publicis LeOne and Haleon achieve Amazon ad savings with Skai

Publicis LeOne and Haleon Unlock Amazon Savings, Allowing Skai to Pay for Itself

Publicis LeOne, the agency supporting Haleon’s Amazon campaigns in Mexico, needed a better way to manage negative keywords. Their manual process for reviewing search terms was tedious, required frequent updates, and made it difficult to keep campaigns efficient while avoiding irrelevant traffic. Skai was brought in as the retail media platform, with Search Term Analysis (STA) used during the onboarding pilot.

Using Skai’s AI- and machine learning-powered Search Term Analysis, the team automatically identified low-performing search terms, grouped recurring negative themes, and quickly applied keyword exclusions across campaigns. The result was a simpler workflow, clearer optimization insights, and better efficiency: from March 2024 to April 2024, STA helped save about 18% of total ad spend, and within two months the wasted spend reduction was enough to cover the full cost of Skai.

Publicis LeOne