Fernando López Oliviero

The Huawei Watch GT 4 is one of Huawei’s flagship devices and a key product for the brand in Europe. It aims to grow the company’s presence within the smartwatch and wireless categories.

I was tasked with creating, managing, leading, and executing the marketing campaign on Amazon platforms at the European level to secure the best possible reach and conversion. With a budget of around EUR 600,000 and an additional value of approximately 30% obtained through negotiations with Amazon, I created a full-funnel marketing approach using Amazon Advertising and Amazon DSP campaigns. I leveraged and combined Amazon marketing solutions with the marketing team’s traditional campaigns, such as TV ads, to increase awareness and traffic to my campaigns. This effort generated a substantial increase in branded searches and an increase in clicks through to the landing page, resulting in over 13,000 units sold across the European Union, which translated to approximately EUR 3.5 million in sales.

At Comfort Click, a business specializing in health and food supplements, one of the most significant campaigns is the New Year’s campaign. In this context, I was tasked with creating and executing a campaign for the Spanish market. By leveraging various strategies such as Google Ads, affiliate marketing, email marketing, social media, influencers, Google SEO, and link-building tactics, I doubled the sales forecast for the campaign, reaching GBP 40,000 in sales within a month. I also achieved an eightfold increase in traffic compared to the previous year. Following the campaign, I maintained the momentum and increased sales and the customer base by utilizing additional channels such as marketplaces and offline strategies.

One of my main projects at Liforme was leading the transition from a local Amazon FBA model to an Amazon Pan-European model. I managed the registration and sourcing of VAT numbers for each country involved in the project and oversaw all our listings in each country, which allowed me to have the project up and running in about five months.

Through this program, the business reduced logistics and shipment costs by 35% to 40%. It also improved the delivery dates of our products across the European Union, resulting in a sales increase of about 20%.

This project involved running a successful Prime Day campaign that could mark a turning point in sales for Huawei UK. By leveraging Amazon Sponsored Ads and Amazon DSP, I created a comprehensive marketing campaign divided into three periods:

• A lead-up stage aimed at driving new traffic to our products and targeting related audiences with a higher likelihood of conversion.
• The day of the event strategy aimed at increasing investment in ads and visibility to attract and retarget customers who had previously shown interest in our products.
• A lead-out stage focused on maintaining visibility and taking advantage of weekly deals to convert customers who did not purchase the Prime Day event.

In addition to the Amazon campaign, I planned an off-site strategy involving social media visibility, press releases, and deal websites to increase reach and visibility outside Amazon. The result of these overreaching campaigns was excellent: we exceeded the sales target by 30%, becoming one of the best sellers in the laptop category and creating a crucial turning point for our brand from Prime Day through the rest of the year.