Reckitt Triples ROAS in Retail Media with VTEX Ads Platform

Reckitt faced the challenge of scaling its Retail Media campaigns in a segment with lower internal digital maturity and high complexity: the pharmaceutical channel. In this context, it was essential to understand which formats were available at each retail partner and ensure the qualified execution of Sponsored Products and Search campaigns.

In its Retail Media development journey, the multinational sought to prove the strategic value of the solution — demonstrating that it goes beyond a tactical tool and plays a relevant role in performance, awareness, and profitability.

Another pain point was results measurement. Due to a lack of clarity around attribution and measurement models, media teams had limited ability to scale campaigns. Reckitt and Cadastra therefore sought a media partner that could offer reliable data and the flexibility to test and scale campaigns based on real results.

Reckitt chose VTEX Ads Platform as its strategic partner to develop the Pharma channel. The decision was guided by three main pillars: flexible formats, data clarity, and measurement depth.

With the first retailer in the campaigns, the brand adopted a test-and-learn approach. VTEX Ads Platform's robust and transparent data management capabilities allowed the Reckitt and Cadastra team to evaluate performance in detail — including profitability by search term, behavior by brand, and category-specific strategies.

The multinational then began working in an integrated way with the VTEX Ads Platform team, adjusting campaigns and scaling investments based on what the data showed. This close collaboration allowed Reckitt to build a consistent and replicable Retail Media strategy across 19 retailers in the VTEX Ads network.

Reckitt significantly expanded its results by structuring its Retail Media operation with VTEX Ads Platform, in partnership with Cadastra — achieving consistent growth in consumption, sales, and return on investment.

Campaign consumption volume increased fivefold, and the average ROAS tripled. In total, campaigns were activated with 19 retailers in the VTEX Ads network, resulting in a 600% increase in Retail Media-driven sales.

Reckitt consolidated VTEX Ads Platform as its primary strategic partner for the Pharma channel, recognizing the strong results and the active partnership in building the strategy.

*All figures and information presented in this article were provided and approved by Reckitt Comercial.