Published by olivia.wright@dontpanicprojects.com
Published Date 27.06.2023 
We are immensely proud that we have been shortlisted for two Global Search Awards in the categories ‘Best Use of Search – Travel / Leisure (PPC)(Large)’ and ‘Best Use of Search – FMCG’. As a search team within dentsu, we combine both SEO and SEA to help brands achieve the best online results. Being nominated for two awards is an excellent recognition of our hard work as a team.
About dentsu
Dentsu is the most integrated media company in the world and provides various services which we divide into 3 service lines; ‘dentsu Creative’, ‘dentsu Media’ and ‘Merkle, a dentsu company’ (CMX). In our global network, 65.000 passionate colleagues, in 143 markets, work for 85 of the top 100 advertisers.
Our goal? Together with the brand we create the best solutions and services so that new opportunities arise that realize sustainable growth and business transformation across the entire customer journey.
Our nominations
dentsu Benelux & Royal Dutch Airlines (KLM) – Flight Score: A unique model guiding KLM to more incremental value and fewer empty seats
Royal Dutch Airlines (KLM) has been globally renowned for incorporating, structuring, and utilising data for optimal performance. Over time, the urge to integrate this data for digital marketing grew bigger and bigger. Taking this data usage to the next level and developing and incorporating it for the paid search (PPC) strategies was right up KLM’s alley. By taking multiple factors and first-party data points into consideration, a multi-factor model for transforming and re-attributing revenue data was born: The Flight Score Model. This model actively revaluates revenue to nudge the automated bidding strategies towards spending more of the budget on the flight routes with the most incremental value in the eyes of the KLM stakeholders. By doing this, the revenue share for the flight routes with the most incremental values has increased by 61%, lowering the spending share for lower-valued flight routes by 42%.
Being nominated for a European Search Award for the KLM Flight Score case is already a fantastic result. But winning this award would be the crowning achievement for the hard work of the Digital Marketing Team at KLM and the Paid Search Team at dentsu and a confirmation of the long-lasting successful partnership between dentsu and KLM.
dentsu Benelux & Heinz – Increase online visibility: Ketchup at eye-level on the digital shelves
Heinz has long been the go-to brand for ketchup, dominating the market with its iconic tomato ketchup for the past 135 years. When you visit Albert Heijn supermarkets, it’s clear that Heinz is prominently displayed on the shelves. This strategic placement at eye level boosts visibility and, consequently, sales. In fact, a staggering 77% of ketchup sales in Albert Heijn are attributed to Heinz products. However, despite its strong in-store presence, Heinz lacked authoritative visibility online. Our research revealed that only two out of Heinz’s six ketchup products appeared in the top six positions on the AH website. This is concerning because AH’s studies indicate that 70% of online visitors add products from the top search results to their carts. To address this issue, Heinz needed to improve the position of its tomato ketchup on the AH website, ensuring it had a compelling online visibility comparable to its offline shelf visibility.
To increase Heinz’s market share in the ketchup category, sponsored products were implemented. Sponsored Products are an effective means of generating sales and enhancing organic and paid visibility. Within the first 30 days of the campaign, Heinz products received over 376,041 impressions, achieving an average Return on Advertising Spend (ROAS) of 430%. The visibility of Heinz products in the top six positions for the keyword ‘ketchup’ increased by 100% and resulted in a 13% rise in add-to-cart actions. Online sales of sponsored products skyrocketed by 208%, and offline in-store purchases experienced an 85% increase, suggesting that improved online visibility potentially led to better in-store performance.
By thinking outside the box and leveraging opportunities that many brands overlook, we harnessed the power of performance tactics in the omnichannel e-commerce strategy for FMCG brands. By combining and analysing online and offline data and utilizing Retail Media propositions, Heinz Tomato ketchup now enjoys eye-level visibility on both digital and physical shelves.
Being shortlisted for a Global Search Award for our Heinz Ketchup case is a tremendous honour for our team. Winning this esteemed award would validate the dedication and expertise of our Digital Marketing Team and highlight the successful collaboration between our agency dentsu, our Client Heinz and our partner Albert Heijn. This recognition would be an incredible achievement and motivation for our team to continue delivering exceptional results for our clients.
