Hunkemöller: improved Amazon results thanks to Brandsom

Increase ROAS by 28% through a data-driven Amazon Advertising approach

Hunkemöller engaged Brandsom to breathe new life into its Amazon advertising strategy. Within six months, the average ROAS increased by 28%. This case shows how a sharp focus team, clear KPIs and continuous optimization lead to demonstrable results.

Business case & Strategy

Hunkemöller is Europe's fastest growing lingerie brand with over 700 physical stores in 20 countries and state-of-the-art web shops. Inclusiveness, a recognizable style and an attractive price-quality level are at the heart of the brand. In Germany, Europe's largest e-commerce market, Hunkemöller saw room to accelerate its marketplace sales through Amazon.

Prior to the partnership, the brand was already working with another agency, but it lacked fresh insights and a fixed point of contact. The result: stagnant campaign performance, little innovation and excessive workload internally. Hunkemöller was looking for a partner who thinks proactively, comes up with creative ideas and reports structurally.

Brandsom drew up a clear Amazon advertising strategy:

• Marketplace & country selection: focus on Amazon.de to maximize scale and brand visibility.
• Full-funnel advertising: combination of Sponsored Products, Sponsored Brands and Sponsored Display for visibility in all stages of the customer journey.
• Data-driven budget management: weekly optimization on ROAS targets, supported by our internal tooling.
• Transparency & collaboration: fixed contacts, shared dashboards and monthly deep-dives with the Hunkemöller team.

"Since our partnership with Brandsom, our average ROAS has increased by 28 % in just six months. In addition, we can move at lightning speed and don't give competitors a chance to advertise on our brand name."
- Laura Cialdella, Global Marketplace & Wholesale Manager at Hunkemöller

Goals & Approach.

The joint goal was clear: maximum growth from a fixed marketing budget within twelve months. Specifically, this meant:

• ROAS goal higher ROAS by the end of Q2.
• Scale: expand to 100% catalog coverage on Amazon.de.
• Efficiency gains: reduce ACOS through better keyword structure and automatic bid-rules.

Our approach consisted of three pillars:

• Structuring & unlocking
  
  • Re-structuring campaigns per product line to enable better attribution and bid steering.
  • Integration with our internal BI environment for real-time performance data.

• Optimize & automate
  
  • Expansion with >4 000 new relevant keywords and exclusion of non-converters.
  • Dynamic day-parting and rule-based bidding based on stock-levels and customer intent.

• Reporting & learning
  • Weekly performance calls and monthly business reviews.
  • Test-and-learn calendar for new ad positions and creation formats.

Implementation

The operational rollout occurred in three phases:

• Kick-off & onboarding (weeks 1-2)
  
  • Migration of existing campaigns to the new structure without "downtime.
  • Linking of Amazon Advertising API to Brandsom dashboards.

• Optimization sprint (weeks 3-8).
  
  • Launch of Sponsored Brands videos and expansion of Sponsored Display marketing.
  • Initial ROAS increase through quick quick wins: negative matching, budget reallocation and title A/B testing.

• Continuous improvement (weeks 9-26)
  
  • Automated bid-rules live; day-over-day monitoring of ACOS and conversions.
  • Resolving compliance issues around imagery, working closely with Amazon support.
  • Benchmarking versus category: Hunkemöller grew faster than the average lingerie store on Amazon.

Results

• First month after restructuring already +13 % ROAS.
• 100% catalog coverage within 6 weeks.
• 4 000+ new keywords added; 850 ineffective keywords excluded.