Global beverage leader Diageo worked with Criteo to focus on Cross Sell, achieving 40% their sales from non-spirit categories and 4,000% overall ROAS.
Global beverage alcohol leader Diageo had seen strong sales and Return-On-Ad-Spend (ROAS) in an initial test campaign with Criteo Sponsored Products. Now, moving forward with their first yearlong campaign, they hoped to:
Because Diageo already had strong organic positioning in their core listing categories, Criteo recommended cross-selling (i.e., ad placements outside of the spirits category) using Bid Multipliers functionality, where brands can increase or decrease campaign Cost-per-Click (CPC) bids for different ad-placement types.
This strategy allowed Diageo to wield comprehensive ad inventory placements across Category, Department, Aisle and Shelf page types, ensuring they would reach potential customers throughout their shopping journey, including both Search- and Browse-based shopping missions.
In Q4 alone, Diageo’s yearlong 2015 Criteo Sponsored Products campaign:
of Criteo sales came from cross-sell placements