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CASE STUDY 1

Brand Overview

A health and wellness brand that has built a strong reputation through its high-quality products and loyal customer base outside of Amazon. After establishing itself off the platform, the brand expanded to Amazon in hopes of scaling its reach. However, despite its prior success, it struggled to gain traction on Amazon until it partnered with us.

Services Provided

  • Brand Management
  • Advertising
  • SEO Optimization
  • Creative Services
  • Catalog Management
  • Listing Reinstatement
  • Brand Content Management

Challanges

Advertisement & PPC
  • Brand has a huge social presence with a sizeable loyal customer base, despite all this, the brand was struggling with ever-rising advertising spend and decreasing revenue.
  • There was no campaign structure, and advertising efforts were reliant on a single auto campaign, saturated with hundreds of ASINs.
  • 83% of the manual ad spend was directed towards the highest search volume and irrelevant keywords, without understanding the dynamics of the niche.
Listing and SEO Optimization
  • Listings were against “terms of selling” (with poor creatives & content) and were not targeting ideal Customer.
  • Listings were not SEO optimized and were not ideal for closing sales.
Brand Awareness
  • Brand was not utilizing great brand awareness tools i.e. Amazon Posts & Email Targeting on-Amazon.
Catalog Management
  • The brand had a messed up catalog, with price inconsistencies & irrelevant parentages.
  • Poor inventory management with a history of staying out of stock (or in some cases overstocked).
  • No established system to track the inventory available (both at FBA warehouse and brand’s private warehouse) and to forecast future sales.

Approach

In order to define and execute the strategy, we took the following steps:

Advertisement & PPC
  • Defined Ideal Customer Profile (ICP) and created product videos, A+ content, brand story, infographics and copy to address customer’s pain points and trigger their unmet desires.
  • Segmented the whole product portfolio based on BCG matrix, and set target TACoS and marketing strategy for each product separately to maximize the ROI.
  • Reduced the wasteful spend, incorporated funnel campaign strategy, graduated performing keywords into more structured campaigns.
  • Initiated SB campaigns to increase brand awareness and share.
Listing and SEO Optimization
  • .Optimized the listing to get maximum benefit from amazon SEO and to make it compliant with amazon’s terms of selling.
  • Included the brand story and specialized A+ for each product to further improve PDP.
Catalog Management 
  • Fixed all parentages and price inconsistencies across portfolio.
Conversion Rate Optimization
  • Continuously ran A/B tests to optimize title, bullets, creatives and A+ content.
Inventory Management
  • Introduced our inventory management system to track inventory and forecast future inventory requirements.

Impact

  • Subscribe & save revenue increased by 45.74%.
  • Generated over $21,971 per day and $1.304 Million in a year, with 27% YoY growth.
  • Cut the wasteful ad spend by 37%.
  • Lowered TACoS to 8.3%, all time low in brand’s history.
  • Increased IPI to 537.