Strategy

How Henkel and Remazing powered global growth through scalable strategy and local precision

Company size:

45,000+

Industry

FMCG

Founded

1876

Headquarters

Düsseldorf, Germany

The multinational Henkel aimed to scale Amazon performance across Germany, Japan, and Mexico while operating in highly competitive and structurally different marketplaces.

71%

NTB Product Sales Germany

+47%

RoAS Mexico

The Challenge

Combining global brand consistency with strong local relevance.

Henkel aimed to scale Amazon performance across Germany, Japan, and Mexico while operating in highly competitive and structurally different marketplaces. The core challenge was to combine global brand consistency with strong local relevance. In Germany, the objective was to create awareness for a selected product category, drive NTB customers, and retain them long term in a saturated environment. In Japan, the brand required repositioning through culturally relevant and localized content while gaining market share in one of Amazon’s largest and most competitive marketplaces. In Mexico, the challenge centered around managing limited budgets across multiple brands and categories while still achieving growth and penetration, without relying on DSP. Across all three markets, Henkel needed a scalable model that balanced advanced audience strategies, efficient media allocation, and local execution precision.

Our Approach

A market specific yet globally aligned full funnel strategy, adapting media mix and execution to each country’s maturity and constraints.

We implemented a market specific yet globally aligned full funnel strategy, adapting media mix and execution to each country’s maturity and constraints. Germany served as the advanced blueprint market, leveraging a comprehensive AMS and DSP setup. The strategy included Prime Video Ads and Fire TV for upper funnel awareness, DSP retargeting and sequencing based on engagement signals, and AMC custom audiences targeting Prime Video viewers who had not converted within the last 30 days. Sponsored Ads campaigns combined SP, SB, SBV, ASIN and category targeting, supported by brand store deep links to drive qualified traffic and improve conversion efficiency. In Japan, we conducted a full campaign overhaul with a structured funnel approach. This included manual keyword targeting with localized Japanese terms, ASIN and category targeting for relevance, and negative targeting to prevent overlap. A full funnel DSP strategy complemented Sponsored Ads, while creative A B testing compared global versus localized visuals to identify performance drivers. Campaigns were restructured by ad type and product category to improve control and scalability.

Leveraging the right tools based on market maturity, competitive intensity, and budget flexibility.

Mexico followed a lean Sponsored Ads only approach, maximizing efficiency without DSP or AMC. The focus was on localized keywords and headlines across SP, SB, and SBV, combined with brand driven structures and dedicated store experiences. SBV campaigns were tested with coupon overlays in Q4, and SD remarketing targeted shoppers with purchase history older than 30 days to drive re engagement and incremental sales. This tailored execution model ensured that each country leveraged the right tools based on market maturity, competitive intensity, and budget flexibility.