Rising to the Pressure for D2C Success

Client: Kärcher

Karcher, the UK’s number 1 pressure washer brand, was facing a problem: how could they maximise profits on their D2C site in a space as volatile and promotion led as the home and garden market?

Performics @ Starcom were tasked with finding a solution and meeting the ambitious goals set by Karcher’s brief, and we did just this. Using Performance Max, we ran the campaign seamlessly across the maximum Google inventory, scaling at pace and reacting to the sudden peak season changes. The campaign was also an example of not settling for less. Though we initially allowed Google’s algorithm to optimise budgets, creative assets, and audiences, we decided this was too general to provide unique success across all facets. We segmented all Karcher products into price-point/ROAS categories and created a unique set of campaigns to align with each one. This tailored approach yielded fantastic results. We drove more revenue to the Karcher D2C site, and even met the client’s ambitious ROAS goal. Our flexible and adaptive approach to Google Ads allowed us to deliver an impressive incremental revenue in the April-August period. Our clever fusion of human intelligence with AI relentlessness is a campaign that marks the first step into a bright future, a synergy between creative process and computing assistance, unlike anything that has come before.