Cases
Brand protection for the elimination of aggress
Elimination of 91 unfair competitors and affiliate arbitration ensures Kabum's brand protection
About the Company
Kabum is the largest retailer of technology and gaming products in Latin America, founded in 2003. Known for its broad portfolio of high-tech items, the company combines excellence in logistics, quality customer service, and impactful promotional campaigns, such as its remarkable Black Friday. Kabum is a reference in Brazilian e-commerce, always seeking innovation to provide the best experience for consumers and maintain market leadership.
Challenge
With the growth of its digital presence, Kabum began to face challenges related to brand protection and the efficiency of its advertising campaigns. One of the main problems was affiliate arbitrage, where partners used inappropriate practices to generate traffic to their affiliate links, inflating media costs and distorting campaign results. Additionally, Kabum dealt with brand bidding, where competitors used the brand name unfairly in their advertising campaigns, diverting qualified traffic and negatively impacting media performance. These combined factors not only generated unnecessary expenses but also harmed campaign performance and the customer experience.
Implemented Solution
To address these challenges, Kabum relied on the expertise of Branddi in partnership with Monks, who implemented a comprehensive strategy based on continuous monitoring and corrective actions focused on brand protection and campaign optimization. Affiliate arbitrage was tackled with a detailed mapping of practices, leading to actions and adjustments in partnerships with affiliates who did not follow the established guidelines.
At the same time, brand bidding was addressed by identifying campaigns from unfair competitors that used the term Kabum in online media buying. These campaigns were removed or corrected through joint action with Branddi, protecting the brand’s qualified traffic and ensuring greater efficiency in paid media investments.
With the elimination of unfair practices, there was room for restructuring advertising campaigns, which saw increased performance and better alignment with Kabum’s strategic goals. The focus was shifted to enhancing the customer experience, ensuring that the generated traffic was composed of genuinely interested consumers in the brand and the offered products.
Partner Agency Name: Media.Monks
About the Partner Agency:
Monks is the global, data-driven, and digitally native operational brand of S4 Capital plc. With a legacy of innovation and expertise, Monks combines an extraordinary range of global marketing and technology services to accelerate business possibilities and redefine how brands and companies engage with the world. Their integration of systems and workflows offers unlimited content production, scalable experiences, enterprise-level technology, and AI-powered data science—managed by the best and most diverse digital talent in the industry—to help the world’s most innovative companies outpace their competition.
About the Company
Kabum is the largest retailer of technology and gaming products in Latin America, founded in 2003. Known for its broad portfolio of high-tech items, the company combines excellence in logistics, quality customer service, and impactful promotional campaigns, such as its remarkable Black Friday. Kabum is a reference in Brazilian e-commerce, always seeking innovation to provide the best experience for consumers and maintain market leadership.
Challenge
With the growth of its digital presence, Kabum began to face challenges related to brand protection and the efficiency of its advertising campaigns. One of the main problems was affiliate arbitrage, where partners used inappropriate practices to generate traffic to their affiliate links, inflating media costs and distorting campaign results. Additionally, Kabum dealt with brand bidding, where competitors used the brand name unfairly in their advertising campaigns, diverting qualified traffic and negatively impacting media performance. These combined factors not only generated unnecessary expenses but also harmed campaign performance and the customer experience.
Implemented Solution
To address these challenges, Kabum relied on the expertise of Branddi in partnership with Monks, who implemented a comprehensive strategy based on continuous monitoring and corrective actions focused on brand protection and campaign optimization. Affiliate arbitrage was tackled with a detailed mapping of practices, leading to actions and adjustments in partnerships with affiliates who did not follow the established guidelines.
At the same time, brand bidding was addressed by identifying campaigns from unfair competitors that used the term Kabum in online media buying. These campaigns were removed or corrected through joint action with Branddi, protecting the brand’s qualified traffic and ensuring greater efficiency in paid media investments.
With the elimination of unfair practices, there was room for restructuring advertising campaigns, which saw increased performance and better alignment with Kabum’s strategic goals. The focus was shifted to enhancing the customer experience, ensuring that the generated traffic was composed of genuinely interested consumers in the brand and the offered products.
Partner Agency Name: Media.Monks
About the Partner Agency:
Monks is the global, data-driven, and digitally native operational brand of S4 Capital plc. With a legacy of innovation and expertise, Monks combines an extraordinary range of global marketing and technology services to accelerate business possibilities and redefine how brands and companies engage with the world. Their integration of systems and workflows offers unlimited content production, scalable experiences, enterprise-level technology, and AI-powered data science—managed by the best and most diverse digital talent in the industry—to help the world’s most innovative companies outpace their competition.
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