Client case · Bol.com

Keukenvriend: 100% new customers via Branded Shelves

Growgency built Branded Shelves for Keukenvriend from scratch, continuously optimized placement and targeting, and scaled the channel across multiple product groups. The result: since launch, every attributed order is new-to-brand, at a healthy ROAS.

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The results

What it delivered

100%

New-to-brand share since Branded Shelves launched: this channel brings in almost exclusively new customers.

4.6x

Blended ROAS across all Branded Shelves campaigns combined.

7.2%

Conversion rate on the clicks the shelves generate.

From nothing to a scalable channel

Keukenvriend had no Branded Shelves yet. Growgency built the channel from the ground up and then scaled it across multiple product groups at once — not as a one-off push, but as a continuously optimized channel.

What we did

Set up Branded Shelves from scratch for Keukenvriend
Continuously optimized placement and targeting
Scaled to three product groups: cutlery sets, induction hob protectors and air fryer liners
Steered continuously on new-to-brand share and return, not just volume

The shelves we built

Each product group got its own shelf with its own brand message, lifestyle image and a curated product selection — so the brand shows up as a whole in the category, instead of product by product.

Keukenvriend Branded Shelf for cutlery sets on Bol.com, headlined ‘Keukenvriend’s bestekset’

Keukenvriend Branded Shelf for induction hob protectors on Bol.com, headlined ‘Liefde voor je keuken’

Keukenvriend Branded Shelf for air fryer liners on Bol.com, headlined ‘Vrienden in je keuken’

Where Branded Shelves sits in the funnel

Branded Shelves sits in the middle of the funnel: not the first introduction, and not the final click before purchase, but the moment a buyer starts seriously considering the brand.

Awareness

New-to-brand — 100% of attributed orders come from buyers who did not know the brand yet.

Consideration

Branded Shelves — the heart of this case: the shelves actively build brand consideration, in the middle of the funnel.

Conversion

Result — a blended ROAS of 4.6x and 64 conversions directly from the shelves.

Why 100% new-to-brand stands out

New-to-brand orders measure customer acquisition, not brand recognition: we check the customer’s order history over the past four years and count an order as new-to-brand as soon as no earlier order from the same brand is found. For Keukenvriend this share has been 100% since Branded Shelves launched — so this channel brings in almost exclusively new customers, instead of shifting revenue from existing buyers.

Return per product group

Branded Shelves runs across three product groups for Keukenvriend. Cutlery sets perform strongest.

5.1x

ROAS on cutlery sets, the best performing product group.

4.7x

ROAS on induction hob protectors.

4.1x

ROAS on air fryer liners.

The campaign in numbers

A healthy volume of impressions and clicks, with a conversion rate well above an average search placement.

51,865

Impressions

41.3%

Viewability

895

Clicks

1.7%

CTR

Conversions

7.2%

Conversion rate

4.6x

Blended ROAS

100%

New-to-brand

Best performing search terms

These placements were selected on conversion rate, at enough clicks to be reliable. We deliberately leave out the absolute numbers per search term.

14.3%

Conversion rate on “airfryer bakjes siliconen”.

13.0%

Conversion rate on “bescherming inductie kookplaat”.

12.5%

Conversion rate on “bestekset 6 persoons”.

11.5%

Conversion rate on “bestekset 8 persoons”.

Methodology

How we measure these numbers

Which campaigns does this case cover?

Only the Keukenvriend Branded Shelves campaigns for cutlery sets, induction hob protectors and air fryer liners.

How is the new-to-brand share calculated?

New-to-brand share = new-to-brand orders divided by the total number of orders. An order counts as new-to-brand if no earlier order from the same brand was found for that customer in the preceding four years.

Which attribution do you use for ROAS and conversion rate?

ROAS, ACoS and conversion rate are based on 14-day post-click attribution.

Why are there no absolute numbers for the best performing search terms?

Those placements were selected based on conversion rate at enough clicks to be reliable. We deliberately leave out the absolute volumes per search term; the clicks, conversions and revenue of the full campaign are shown above.

How we did it

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