Challenges
Managing performance media manually via Seller Center across local markets could not keep pace with the workload and real-time optimization the category demanded.
Solutions
Epsilo Marketing Automation runs scripts against Colgate-Palmolive's objectives — higher ROAS and Ads GMV — 24/7 across the full portfolio.
3.4x
retail-media GMV (YoY)
24/7 optimization toward ROAS and Ads GMV across the full portfolio.
-65%
campaign setup time
Script-based automation replaced manual Seller Center work.
90%+
reduction in manual effort
Automated monitoring and adjustment every few minutes, with fewer human errors.
Manual Seller Center ops can't keep pace
Colgate-Palmolive was managing performance media via agencies across multiple local markets. To succeed, the category required a huge workload and strong real-time adaptability against fierce competition from Unilever, P&G and others. Working manually through the Seller Center, the team lost sales opportunities and consumed significant agency resources.
With many factors and a large Product-Keyword set to control at high velocity — budget, performance and more — the work could not be managed even with additional resources, because no person can control performance 24/7.
Objective-based automation, 24/7
The strategy was to encode Colgate-Palmolive's objectives — increasing ROAS and Ads GMV — directly into automation, so optimization runs continuously rather than during business hours alone.
Epsilo Marketing Automation set scripts to control performance against those objectives across the full portfolio, monitoring and adjusting every few minutes to keep operations on track while removing repetitive manual work.
From ASEAN to Taiwan
After consolidating ASEAN onsite marketing on Epsilo for two years, Colgate-Palmolive extended the same AdTech and expertise into Taiwan, bringing a proven operating model to a new market from the very beginning.
Automation handled the high-velocity work across Shopee, Lazada and Tokopedia, reducing human effort by more than 90% and eliminating manual operation errors so teams could focus on strategy.
3.4x retail-media GMV, 65% faster setup
Campaign setup time fell 65% as script-based automation replaced manual Seller Center work, and retail-media GMV grew 3.4x year over year through 24/7 optimization toward ROAS and Ads GMV.
With more than 90% of manual effort removed, the team operated at the velocity the category requires and extended a single, proven operating model from ASEAN into Taiwan.
