Retail MediaStrategyBeauty & Personal Care

How Remazing used Amazon Marketing Cloud to empower Proraso's advertising investments across 5 European markets

Company size:

150+

Industry

Personal Care

Founded

1908

Headquarters

Fiesole, Italy

Proraso, the iconic Italian men's grooming brand with over 70 years of barbershop heritage, set out to increase revenues across five key European markets through a data-driven strategy.

+268%

UK Glance Views

+22%

EU Basket Size Increase

The Challenge

Increase revenues across five key European markets by focusing on three core growth pillars: expanding the user base through new to brand acquisition, increasing purchase frequency, and growing basket size, particularly among loyal customers.

Proraso set out to increase revenues across five key European markets, Germany, UK, France, Spain, and Italy, by focusing on three core growth pillars: expanding the user base through new to brand acquisition, increasing purchase frequency, and growing basket size, particularly among loyal customers. Despite active media investments, the brand lacked deep visibility into how different ad formats and touchpoints contributed to conversions across markets. There was no granular understanding of which campaign combinations drove new customer acquisition, nor how media sequencing influenced purchase frequency and basket development. The key challenge was to move from channel level reporting to path to purchase intelligence and use those insights to allocate investments more effectively.

Our Approach

A data driven advertising strategy powered by Amazon Marketing Cloud to analyze performance against each growth pillar.

We implemented a data driven advertising strategy powered by Amazon Marketing Cloud to analyze performance against each growth pillar. AMC enabled a detailed path to purchase analysis across EU5, identifying the relationship between number of touchpoints and conversion impact. While 87% of path occurrences consisted of a single touchpoint, these journeys represented only 5% of total purchases. In contrast, paths with four or more touchpoints accounted for just 1% of occurrences but generated 50% of total purchases. This insight fundamentally shifted investment logic toward multi touchpoint engagement to maximize revenue contribution.

Country specific strategies combining Sponsored Ads, DSP, and content optimization.

AMC also provided visibility into New to Brand sales performance by ad format between Q1 and Q3 2023. NTB contribution reached 52% for DSP, 67% for SB, 76% for SBV, 69% for SD, 100% for SDV, and 67% for SP, enabling a more precise budget allocation strategy aligned with acquisition objectives. Based on these insights, we developed country specific strategies combining Sponsored Ads, DSP, and content optimization. The approach aligned media sequencing, creative activation, and investment levels with the most effective conversion paths and audience segments in each market.