Proteção de marca para eliminação de agressores
Kabum is the largest retailer of technology and gaming products in Latin America, founded in 2003. Recognized for its wide portfolio of high-tech items, the company combines excellence in logistics, quality customer service and impactful promotional campaigns, such as its landmark Black Friday. Kabum is a reference in Brazilian e-commerce, always seeking innovation to offer the best experience to the consumer and remain at the forefront of the market.
With the growth of its digital presence, Kabum began to face challenges related to the protection of its brand and the efficiency of its advertising campaigns. One of the main problems was affiliate arbitration, in which partners used inappropriate practices to obtain traffic on their affiliate links and inflated media costs, distorting campaign results.
Furthermore, Kabum dealt with brand bidding, where competitors used the brand name unfairly in advertising campaigns, diverting qualified traffic and negatively impacting media performance. These factors combined not only generated unnecessary expenses, but also harmed campaign performance and the customer experience.
To resolve these challenges, Kabum relied on the expertise of Branddi together with Monks, who implemented a comprehensive strategy based on continuous monitoring and corrective actions focused on brand protection and campaign optimization. Affiliate arbitration was combated with a detailed mapping of the practices carried out, resulting in actions and adjustments in partnerships with affiliates that did not follow the established guidelines.
At the same time, brand bidding was tackled by identifying unfair competitor campaigns that used the term Kabum when buying online media. These campaigns were removed or corrected through collaboration with Branddi, protecting the brand's qualified traffic and ensuring greater efficiency in investments in paid media.
With the elimination of unfair practices, there was room for a restructuring of advertising campaigns, which now resulted in an increase in performance and greater alignment with Kabum's strategic objectives. The focus was directed towards improving the customer experience, ensuring that the traffic generated was made up of consumers genuinely interested in the brand and the products offered.