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CASE STUDY 2

Brand Overview

A luxury beauty and personal care brand known for its high-end products and premium positioning in the market. With a focus on quality and exclusivity, it has built a reputation for delivering exceptional products to customers seeking a refined beauty experience. The brand approached us at a stage where its sales had stagnated, while advertising costs continued to rise.

Services Provided

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

Challanges

  • Spending on PPC without any specific goals.
  • Brand was spending equally on the whole product line.
  • Struggling with conversion rates.
  • Campaigns were not structured, with branded terms being targeted in non-branded campaigns.
  •  Multiple ASINs were being advertised in single ad groups.

Approach

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

  • Helped the brand identify the sales and profitability goals that the brand wanted to achieve, and devised a PPC strategy solely focusing on achieving those goals.
  • In the strategy, each campaign played a crucial part and contributed towards achieving the goals.
  • Identified top 20% product families contributing to 80% of the brand’s sales and diverted a larger portion of ad spend towards these families.
  • Ran A/B tests to optimize the product listings, including listing copies & creatives.
  • Structured campaigns and segregated branded & non-branded campaigns, ensuring that no branded terms & ASINs are being targeted in non-branded campaigns.
  • Separated campaigns for each of the product family. 

Impact

  • With a clear goal on paper, and a strategy in which each of the components (Copies, creatives, campaigns, rankings, etc) was compounding the growth and contributing towards achieving the goals, we were able to unit growth by 28% in the last 6 months (compared to the same time period in last year).
  • Diverting a larger portion of the budget to the top 20% product families helped dominate the market and increase the brand’s share in the beauty & personal care category, while keeping the budget lean.
  • A/B tests helped us to improve the initial credibility and closing sales of the product display pages, ultimately optimizing the conversion funnel.
  • Segregating the branded & non-branded campaigns helped us identify real
    growth insights and strategise accordingly, leading the real growth