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CASE STUDIES
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2025
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ABENA Group
How Danish multinational ABENA achieved 100% growth in 6 months with Vendora
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CLIENT
ABENA Group
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TIMELINE
6 months
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SERVICES
Advertising
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OVERVIEW
Present in over 90 countries, the Danish multinational ABENA (founded in 1953) is a global giant in the healthcare sector, combining industrial strength and sustainability.
Its excellent positioning is reflected in the areas managed by Vendora: from advanced incontinence systems to the specialized ABENA Wound Care line (gauze and dressings), up to Bambo Nature, a pioneer brand in eco-labelled diapers. This international solidity, combined with clinical specialization, makes ABENA a reference partner capable of guaranteeing superior quality standards across any supply scale.
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SOLUTIONS
Challenges are divided by product type; for the ABENA Wound Care line, we had to face a very competitive market where 85% of category competitors possess a vendor account, a tool that allows them to offer much lower public prices compared to the average.
We had to go through a Seller Central Account (3P), resulting in price points higher than the category average. For the Bambo Nature line, not very well known in Italy compared to other countries, we had to compete against big rivals with significant notoriety in the Italian market and in large distribution organizations.
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SOLUTIONS
We worked in parallel on two distinct brands and product lines, applying a full-funnel strategy to both and adjusting media mix and investment priorities based on the business model. We shared brand insights across the board to accelerate learning and performance.
ABENA Wound Care:
For the Wound Care Line, we implemented a full-funnel Amazon Ads strategy. On a macro-strategic level, we then significantly focused part of the investment on Amazon Business, identifying it as a Blue Ocean: lower price sensitivity and greater demand for professional supplies allowed us to achieve higher ROAS and scalable B2B growth.
Consumer Brand – Bambo Nature Line
In parallel, we managed the consumer brand with a 360° Amazon Ads funnel, combining upper-funnel awareness with "affiliate" style media performance solutions to efficiently convert traffic and remain competitive against major GDO players.
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Results
In six months, we generated a +103.92% revenue increase (sell-out) while keeping advertising investments within the planned budget.
The comparison between June 2025 (pre-Vendora) and November 2025 (with Vendora) highlights a significant strengthening of the brand's presence on Amazon. The brand impressions rose from 522,299 to 1,303,528, more than doubling visibility. The total clicks on the brand increased from 7,650 to 25,099, tripling the engaged traffic.
Qualitative metrics also show structural improvement: the ADV CTR climbed from 0.17% to 0.53%, indicating a dramatically improved advertising relevance, while the average Brand CTR increased from 1.46% to 1.93%, signifying a higher interest from users exposed to the brand.
Finally, the Brand Click Share grew from 2.60% to 3.61%, demonstrating a substantial increase in the share of attention compared to competitors.
The key fact: in six months, we not only doubled the revenue, but also unlocked latent demand that the market was not capturing, significantly strengthening the brand's competitive positioning on Amazon.
+103.92%
Sell-out
+149.58%
Share of Voice
+212%
ADV CTR
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CASE STUDIES
