Case Study
Adbrew wins 2024 Global Expansion Award for campaign supporting Encasa Homes’ worldwide growth
Goals
- Expand brand presence in new countries: Japan, Sweden, and the Netherlands
- Increase share of voice and awareness in established regions like India and the U.S.
- Overcome logistic challenges and adapt to regional dynamics
Approach
- Used AMC to gain deep insights into audience behavior
- Implemented localized content and campaigns using generative artificial intelligence (AI)
- Used automation for bidding, placement, and campaign management across different ad products
Results
- 103.1% increase in total sales in Japan
- 12.7% growth in share of voice for Sponsored Products in India
- 49% boost in average monthly sales in the Netherlands
- 17.7% uptick in ad-attributed sales in the U.S.
The HAQM Ads Partner Awards celebrate ingenuity and innovation in digital advertising. We are honored to share the stories of our partners who have helped their clients achieve great things through a mix of insight-driven strategies, refined approaches, and the creative use of HAQM Ads solutions. The Global Expansion category recognizes partners who excel at helping brands grow internationally, and Adbrew has won this award for their campaign that helped Encasa Homes manage advertising across 11 regions, including an expansion into three new ones.
People all over the world strive to make their homes comfortable, inviting, and reflective of their personal style. Encasa Homes (Encasa), a home-and-kitchen brand based in India, offers a range of products to help people create their ideal living spaces. As Encasa set their sights on international expansion, they faced the challenge of coordinating more than 8,000 products across 11 different regions.
To achieve their growth ambitions, Encasa had to manage complex global logistics, diverse regional dynamics, and myriad localized strategies. They turned to Adbrew, an HAQM Ads advanced partner specializing in helping companies scale globally, for solutions.
Tackling challenges in regional expansion
Encasa identified several new regions for expansion, including Japan, Sweden, and the Netherlands. They chose Japan because of its position as one of HAQM’s largest regions and Sweden and the Netherlands for the opportunities they offered in Europe's growing online retail sector. Each region presented unique challenges that demanded careful planning. The logistics of filling orders in Japan, for instance, would cost three times more than shipping to the U.S., while gaining a foothold in Sweden and the Netherlands required the brand to localize content and adapt to lower traffic volumes.
Encasa also set performance goals for regions where they were already established. In the U.S., they sought to increase awareness in categories populated with better-known American brands. Encasa established similar goals for their home country of India, where the brand’s initial share of voice (SOV) in Sponsored Products searches was only 6.46%.1
Adapting strategies to different countries
To assist Encasa’s global expansion, Adbrew began by conducting a comprehensive analysis of each country. They examined cultural nuances, consumer preferences, and shopping behaviors to identify potential opportunities as well as barriers to entry. Adbrew then developed region-specific strategies, employing different HAQM Ads solutions to address the challenges the brand faced. They also used path-to-conversion reports from HAQM Marketing Cloud (AMC) to analyze audience touchpoints and identify which ad interactions had the greatest impact on conversion rates. These insights helped them develop campaigns that would reach audiences at the most effective moments.
In Japan, Adbrew and Encasa optimized product listings and ad creatives to resonate with local audiences’ preferences and shopping behaviors. They used generative AI to efficiently translate and adapt content. To overcome logistic challenges, they implemented a strategic pricing model that balanced higher shipping costs with lower rates and allocated portions of the advertising budget to campaigns according to their effectiveness in driving return on ad spend. They also assessed SOV to monitor and adjust Encasa’s presence in hourly search results.
For Sweden and the Netherlands, Adbrew identified keywords that were lower ranking and thus less expensive to bid on. They then employed generative AI to reach audiences in these regions more effectively by localizing Encasa’s product descriptions and ads.
In India, Adbrew helped Encasa improve SOV and brand awareness. They used HAQM product insights to gain valuable category-level analytics and better understand Encasa’s position, then implemented a dynamic advertising strategy incorporating Sponsored Products, Sponsored Brands, and Sponsored Display.
And in the U.S., Encasa and Adbrew relied on insights from AMC to obtain a more robust understanding of audience behavior and optimize their advertising strategies accordingly. They also focused on reaching new-to-brand audiences, using Sponsored Brands and Sponsored Display ads, to engage audiences who hadn’t previously interacted with the brand.
Celebrating international growth
This global strategy helped Encasa achieve impressive results. In India, their SOV in the category increased by 12.7%, rising from 6.5% to 7.3%.2 In the U.S., ad-attributed sales grew by 17.7% and total sales by 16.8%.3
The results elsewhere were even better. Encasa saw their average monthly sales rise by 37.7% in Sweden and 49% in the Netherlands after launching the campaign.4 And the brand achieved their most significant growth in Japan, where ad-attributed sales soared by 85.9%, and total sales more than doubled, with an increase of 103.1%.5
Adbrew and Encasa are achieving their goals with a global strategy and insight-driven optimizations. The successful collaboration led to Adbrew winning the 2024 Global Expansion Award in recognition of their ability to drive international growth for brands like Encasa.
Adbrew’s streamlined campaign launch and management process across all marketplaces made everything so much easier. But the real standout is their team. They’ve worked closely with us to resolve our queries and develop unique capabilities that are essential for any brand operating at our scale.
– Varun Jain, Founder, Encasa Homes
1–2 Adbrew, IN, 2023.
3 Adbrew, US, 2023.
4 Adbrew, SE and NL, 2023.
5 Adbrew, JP, 2023.