# B.O.B. cuts CPC by 30% in the 1st month of partnership

**Marca:** B.O.B.  
**Setor:** Varejo  
**URL:** https://www.brandmonitor.com.br/en/cases/b-o-b

Unfair competitors inflated B.O.B.'s CPC — in a single month of partnership, cost per click dropped 30%.

## Resultados

- **+10k** — ads monitored
- **95%** — success rate in mediated agreements
- **30%** — CPC reduction

## Conheça o cliente

B.O.B. was born with the purpose of reducing the environmental footprint of our self-care routine by eliminating all plastic packaging from cosmetics. In an innovative way, the bar products deliver quality and bring convenience to a sustainable routine. The brand is vegan, sustainable, conscious and uses the best ingredients, produced through technology and science.

## O desafio

The challenge in our partnership was to identify who were the attackers that could be classified as unfair competitors of Use BOB — those who ended up inflating the brand's CPC and creating campaigns that weren't beneficial for them either.

## A solução

Our Brand Strategy team analyzed the monitoring data and started communication strategically. With partners, we sent instructions on how those campaigns could be developed, so neither they nor B.O.B. would lose. One example: a partner that was considered one of the top auction competitors on the brand's terms started showing up only marginally in our monitoring after BrandMonitor reached out.

## Depoimento

> With just one month of partnership, our CPC dropped 30%, which greatly helped the performance of our branding campaigns. The main point for us, beyond eliminating attackers, was the identification of affiliates who were inflating our CPC. BrandMonitor identified those cases and guided those commercial partners on how they should proceed with their campaigns, without harming our performance.

— Juliana Pastori