Regenerate (Unilever Group) Accelerates On Amazon

Fabernovel's strategic expertise X m19's artificial intelligence for Regenerate

(Co-edition Fabernovel/m19)

In early 2020, while the Covid crisis and lockdown slowed down its competitors' sales, Regenerate rapidly accelerated on Amazon and maximized its sales, thanks in particular to Fabernovel's technological partnership with m19.

Digital acceleration under duress

Specializing in oral care, and in particular in the treatment and care of enamel, Regenerate is a brand of the Unilever group. Since 2019, the brand has been working with Fabernovel's marketing performance experts, entrusting them with its media acquisition budget for the international development and digitalization of its business model.

In mid-March 2020, the Covid crisis and lockdown affected three of the markets in which we operate with the brand: France, Italy, and the United Kingdom.

In this context, and with Regenerate partially deprived of its physical distribution channels, we had to quickly accelerate our efforts in the digital market.

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The teams at Regenerate and Fabernovel Media then decided to focus their media efforts on Amazon, an essential platform on which we had already achieved significant results.

Amazon, an instrumental marketplace for advertisers: €254 billion in net sales in 2019

Figures that make your head spin and make this marketplace a must for every brand. Although this has already been the case in recent years, Amazon's importance is all the greater now that the current context and the health crisis have profoundly affected consumption habits.

Being present is one thing, being visible is another.
This is where AMS—Amazon Marketing Service—sponsored campaigns to maximize product visibility—are a must on a site as competitive as Amazon.

Fabernovel's media teams have mastered this expertise, both in product campaigns, to maximize their visibility, and in brand campaigns that will strengthen brand awareness.

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m19: a strategic partnership to boost sales of Regenerate

Still under pressure from the crisis context, the objectives of Regenerate and Fabernovel were clear: performance, control, and time savings.

Big ambitions, fulfilled thanks to Fabernovel's technological partnership with m19, an artificial intelligence-based solution that allows sellers and merchants on Amazon to monitor and increase their sales on Amazon.

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How does it work?

Based on a performance target, machine learning algorithms optimize campaigns and auctions. All media sales operations are carried out by m19 technology, allowing salespeople and marketers to focus on their business.

Fabernovel's AMS experts—Adrien, Elliott, and Jérôme—assisted by François and Tarik from m19, then worked on implementing the Regenerate solution from mid-April 2020 in the strategic markets of France, Italy, and the United Kingdom.

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Strong growth in profitability and revenue

Given Amazon's well-established power, optimizing campaign management is essential. The Fabernovel team's AMS expertise, combined with the m19 solution, has significantly improved Regenerate's visibility and Amazon sales.

This has been complemented by much greater flexibility and adaptability to Regenerate's business challenges and objectives, thanks to the implementation of a targeted ACOS and the ability to control daily budget spending.

+138% Sponsored revenue per week

(Comparison before/after activation m19, UK figures)

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Behind the scenes

Adrien, Senior Media Specialist at Fabernovel, responsible for Regenerate

-We have been using the m19 solution since April 2020. What are the advantages?

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-There are many advantages

A clear interface for analyzing and comparing the performance of different countries
The ability to manage campaigns with a return on investment target
The ability to analyze the impact of sponsored campaigns on organic sales
The ability to control the daily budget and gain flexibility
A unique performance report for each product
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Why is it essential to combine media expertise with this type of solution?

It is essential to have media and web analytics expertise to analyze, manage, and optimize through this solution. The media specialist or web analyst is typically familiar with the management of advertising platforms and complementary bidding solutions. There are therefore various reporting levels at which we can identify relevant insights and apply return strategies that are very common for similar solutions on search engines or social networks.

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-Will this partnership with m19 always yield results as impressive as those achieved with the Regenerate brand?

-Regenerate's success is remarkable given the context. The dental care sector is still relatively poorly represented on the Amazon marketplace. This is even more true for the Regenerate product line, which is positioned in a very premium segment.
The m19 algorithm requires history and high sales volume for optimal optimization. With such results on Regenerate for a fairly limited depth of product line, one can expect even more impressive results from players with more items to promote. We therefore plan to deploy the solution to the majority of our customers on Amazon to help them increase their performance tenfold.