Challenge
Reimagining growth and attracting new shoppers
Electrolux Group, a leading global appliance company, has been shaping better living for over a century. The company continuously reinvents taste, care, and wellbeing experiences for millions, striving to lead in sustainability through its solutions and operations. With renowned brands like Electrolux, AEG, and Frigidaire, Electrolux Group sells household products in approximately 120 markets annually.
Electrolux Brazil, focused on elevating the customer journey and building long-term loyalty, set its sights on acquiring new shoppers during Black Friday—a highly competitive moment in the retail calendar. The team aimed to embrace a full-funnel performance strategy to unlock incremental growth and deliver measurable business outcomes.
Solution
Activating a full-funnel Black Friday strategy
Electrolux Brazil began planning its Black Friday campaign with Criteo early in Q3, aligning on goals from the Countdown Black Friday event hosted by Criteo in November.
The proposal aimed to demonstrate the value and potential of acquisition campaigns, boosting sales from new buyers while positively impacting retargeting efforts.
With that in mind, Electrolux launched an acquisition campaign using customizable audiences with in-market segmentation for home appliances, focusing their retargeting efforts in Brazil. They tested a mix of creatives, with dynamic and showcase formats proving most successful.
Electrolux concentrated 70% of its total Black Friday investment into this campaign window, creating a high-impact push that converted new shoppers and supported future retargeting efforts.
“The partnership with Criteo was essential in turning our Black Friday strategy into a true growth driver. We were able not only to attract new shoppers but also maintain an above-average retention rate and generate a direct impact on our Q1 results. This case demonstrates how performance and branding can go hand in hand to create a more lasting impact.”
Results
Delivering sustained gains beyond Black Friday
Electrolux saw immediate impact during Black Friday. The campaign drove a 5% year-over-year increase in buyers. These users proved to be high quality, with a 30% retention rate.Following a successful November, Electrolux continued to see strong results, with 30% of retargeting sales attributed to new buyers acquired during the acquisition campaign. Remarkably, 90% of these new buyers generated over 10 times the Customer Acquisition Cost (CAC) in revenue.
The strategy not only proved to be beneficial during Black Friday but also drove measurable momentum into the new year, with a 2.5% increase in revenue up until March 2025—reinforcing the long-term value of Electrolux’s full-funnel investment.
