Challenge
Navigating peak-season pressure with greater efficiency
Tefal, a global pioneer in non-stick cookware and a household name in Romania, faces its most rigorous commercial test every year during Q4. In a market defined by the “clutter” of Black Friday and the winter holidays, maintaining brand salience while driving high-volume sales is a high-stakes challenge.
With an established omnichannel presence, Tefal needed a way to move beyond traditional retargeting and find a smarter, more efficient way to capture high-intent shoppers without the complexity and limitations of manual campaign management.
Solution
Activating AI-powered performance with a transition to GO
Tefal Romania partnered with Aleph and Dentsu Romania as early adopters of GO’s Maximize Conversion campaign template. This solution combines premium commerce data with AI-powered optimization to dynamically allocate budget where it delivers the highest return, eliminating the need for manual interference.
Using the “Switch to GO” feature, the team transitioned seamlessly while retaining historical data and learnings, ensuring continuity in performance. Aleph played a key role in enabling this shift by supporting onboarding, optimizing the product feed and data layer, and validating the strategy against regional benchmarks.
Criteo’s AI dynamically promoted Tefal’s best-selling products through personalized creatives, reaching high-intent users across the open internet at the exact moment of interest.
To validate impact, the campaign launched in November with a side-by-side test against previous manual setups, confirming the incremental value of automation during the most competitive period of the year.
Results
Driving scalable growth and improved efficiency at peak
The campaign delivered strong, measurable impact across performance and growth metrics throughout the entire funnel.
Tefal achieved +35% revenue growth during Q4, alongside a +33% uplift in ROAS, demonstrating more efficient budget allocation through AI-driven optimization.
Beyond efficiency, the strategy also drove incremental growth, with a +12% increase in first-time purchasers, showing the ability to reach and convert new audiences—not just existing customers.
By combining Criteo’s AI with Aleph’s technical expertise and Dentsu’s strategic execution, Tefal transformed peak-season pressure into a scalable growth opportunity—driving both immediate performance and long-term value.
