Hunkemöller on Amazon: Data-driven growth with 28% higher ROAS

Hunkemöller is one of Europe’s fastest-growing lingerie brands, with more than 700 stores in 20 countries. In Germany — Europe’s largest e-commerce market — the brand saw clear growth potential on Amazon. But campaign performance lagged behind.

The previous agency lacked innovation, clear reporting and a dedicated point of contact. Results stagnated, and internal workload increased. That’s why Hunkemöller turned to Brandsom – part of Follo – for a new, scalable approach.

Together with Brandsom – part of Follo – Hunkemöller focused on maximising returns from a fixed marketing budget. The goals were clear:

• A higher ROAS by the end of Q2
• Full catalogue coverage on Amazon.de
• Efficiency gains: a lower ACOS through improved keyword structure and automated management

The strategy was sharp and built on four pillars:

• Amazon.de as a growth channel: focus on visibility and scale
• Full-funnel advertising: Sponsored Products, Sponsored Brands and Sponsored Display
• Data-driven budget management: weekly ROAS optimisation supported by internal tooling
• Tight collaboration: dedicated contact persons, shared dashboards and monthly deep-dives with the Hunkemöller team

Our approach started by restructuring all campaigns. No more scattered efforts — but a clear structure per product line to improve attribution and performance management.

We worked across three pillars:

Structure & unlock

• Rebuilt campaigns per product line
• Connected Amazon data to our BI environment for real-time performance insights

Optimise & automate

• Added more than 4,000 highly relevant keywords
• Excluded non-converting terms
• Rule-based bidding based on customer intent and stock levels
• Day-parting to optimise results by time of day

Report & learn

• Weekly calls, monthly review sessions
• A test-and-learn calendar for new ad formats

Implementation phases

• Week 1–2: fast kick-off, onboarding and migration without downtime
• Week 3–8: optimisation sprint with Sponsored Brands video, remarketing and quick wins
• Week 9–26: continuous improvement including automatic bid rules, compliance fixes and A/B testing

In the first month alone we saw a +13% increase in ROAS. The full catalogue was live within six weeks. And overall, average ROAS grew by 28% within six months.

Key results at a glance:

• +28% ROAS, with +13% in the first month
• 100% catalogue coverage within six weeks
• 4,000+ new keywords added; 850 ineffective terms removed
• Benchmark acceleration: faster growth than the average lingerie category on Amazon