Case Study: John Frieda boosts Amazon sales with Skai

Publicis Media DE/Starcom DE help John Frieda engage shoppers across channels and boost Amazon sales 27%

John Frieda, a global haircare brand, worked with Publicis Media DE/Starcom DE to better understand how shoppers move across Google and Amazon in Germany. Their challenge was a lack of seamless data connection between the two platforms, which forced manual spreadsheet work and made it difficult to measure how Google ads influenced Amazon actions like add-to-carts and purchases. This also limited campaign bidding to Max Clicks instead of a more lower-funnel approach.

Using Skai’s Amazon Attribution integration, Publicis DE automated tagging, unified cross-channel reporting, and optimized search campaigns based on Amazon metrics such as add-to-cart and purchase behavior. In a four-week test, Amazon purchases increased 27% and CPA dropped 35%, while Skai helped reduce manual work and improve budget efficiency across channels.

John Frieda

Carolin Holzapfel

Senior Brand Communication Manager