CREATE
CREATE is a European brand specialized in small home appliances, home technology, and smart home solutions, with a functional, aesthetic, and accessible approach.
Its value proposition combines design, innovation, and practicality to respond to new ways of living at home. In a highly competitive sector, the brand has managed to stand out with its own universe and a product offering designed for a digital, demanding, and connected consumer.
THE CHALLENGE
CREATE needed to strengthen its positioning at a European level within the small home appliances, home technology, and smart home sectors. In an increasingly competitive market dominated by major players and brands with a strong digital presence, the challenge was to increase visibility, reinforce brand awareness, and compete effectively across key European markets.
This challenge was further amplified by the need to grow within Amazon, a key channel for acquiring new consumers, but also an especially demanding environment in terms of competition, profitability, and advertising optimization. The brand needed to identify which product categories offered the highest potential, which niches presented the best opportunities, and in which countries investment could be scaled most efficiently.
The context added an additional layer of complexity. The strategy had to adapt to unexpected and decisive milestones in the brand’s evolution, such as the pandemic, Brexit, a full website migration, and the rebranding from Ikohs to CREATE. All these factors required a flexible planning approach capable of sustaining growth and profitability even in rapidly changing scenarios.
The goal was not only to increase sales, but to do so in a sustainable and profitable way.
THE APPROACH
At BidBalance, we designed a strategy focused on maximizing profitable growth for CREATE within Amazon e-commerce, analyzing by country which categories and niches offered the best development opportunities.
We started by selecting strategic ASIN categories from the brand and built different audience segments: in-market audiences, affinity audiences, and custom segments created based on users’ interests, behaviors, and purchase intent signals.
After validating the most relevant audiences for the brand, we activated mixed strategies combining awareness and performance. On one hand, we ran actions aimed at generating visibility and maximizing reach within relevant audiences. On the other, we developed performance-driven strategies focused on conversion and profitability to optimize results within the Amazon channel.
This approach allowed us to tailor investment to each market, identify new growth opportunities, and strengthen CREATE’s presence at key moments in the purchase decision journey.
THE RESULT
The strategy helped consolidate CREATE’s presence on Amazon as one of its key sales channels, maintaining positive growth in both volume and profitability.
Over time, we achieved sustained performance above category benchmarks, reaching an average ROAS of x5 and optimizing investment based on the potential of each market and category.
x5
ROAS vs previous campaigns
70%
of purchases are made by new CREATE customers
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