Else Nutrition

Title:

Increasing Amazon Sales and Reducing ACoS for Else Nutrition: A Case Study

Introduction:

Else Nutrition, a globally patented, plant-based alternative formula for toddlers, sought to establish a strong presence on the highly competitive Amazon marketplace. With major brands like Gerber, Similac, and Enfamil dominating the category, Else Nutrition approached Pointstory to develop a comprehensive strategy that would increase sales, improve brand visibility, optimize Advertising Cost of Sale (ACoS), and enhance key performance indicators.

Situation:

Prior to partnering with Pointstory, Else Nutrition experienced growth on Amazon, but at the expense of a relatively high ACoS. The primary factor contributing to this was a large number of low-click targets, which failed to provide sufficient data to make informed decisions about campaign optimization.

Goals:

1. Increase sales and market share on the Amazon marketplace.
2. Improve brand visibility and establish Else Nutrition as a leading plant-based alternative formula for toddlers.
3. Optimize Advertising Cost of Sale (ACoS) by refining target audiences and campaign strategies.
4. Enhance key performance indicators: Return on Advertising Spend (ROAS), attributed orders, clicks, and ad impressions.

Solution:

Pointstory developed a strategic plan to address Else Nutrition’s goals, with a focus on driving traffic, capturing relevant search terms, and leveraging advertising to generate brand awareness and initial sales traction. The following approach was implemented:

1. Exploratory Campaigns with Wide Reach: The team executed exploratory campaigns to generate traffic and identify target keywords and products that resonated with shoppers in the toddler nutrition space. By casting a wide net initially, the team aimed to capture valuable insights and data on consumer behavior.
2. Traffic Generation and Target Understanding: The strategy involved creating campaigns that attracted potential customers through various ad types and techniques. By carefully analyzing the data gathered from these campaigns, the team gained valuable insights into the targets that resonated most with shoppers. This understanding would inform subsequent campaign optimization efforts.
3. Comprehensive Advertising Tactics: Advertising played a pivotal role in the launch tactics for Else Nutrition. The team employed a combination of ad types, including sponsored products, sponsored brands, and display ads, to maximize brand visibility and reach the target audience effectively. Techniques such as keyword targeting, product targeting, and audience segmentation were utilized to optimize ad performance and drive relevant traffic.

Results:

1. Increased Sales and Market Share: Through the strategic implementation of the comprehensive advertising tactics, Else Nutrition experienced a significant increase in sales. The brand successfully gained market share in the highly competitive toddler nutrition category, competing with established brands like Gerber, Similac, and Enfamil.
2. Improved Brand Awareness: The focused advertising efforts resulted in enhanced brand visibility, enabling Else Nutrition to establish itself as a leading plant-based alternative formula for toddlers. The brand became recognized by a broader audience, leading to increased trust and loyalty among consumers.
3. Enhanced Key Performance Indicators:

• Return on Advertising Spend (ROAS) increased by 2.5X, indicating improved efficiency in ad campaigns and a higher return on investment.
• Attributed orders witnessed a significant 3X increase, demonstrating the effectiveness of the advertising strategy in driving conversions and sales.
• Clicks experienced a remarkable 4X growth, reflecting the successful optimization of campaigns to attract more user engagement.
• Ad impressions surged by an impressive 7X, highlighting the increased visibility of Else Nutrition’s brand messaging across the Amazon marketplace.

Conclusion:

Through the implementation of a comprehensive strategy that prioritized traffic generation, target understanding, and effective advertising tactics, Pointstory helped Else Nutrition achieve remarkable results on the Amazon marketplace. The brand experienced increased sales, improved brand awareness, optimized ACoS, and significant improvements in key performance indicators such as ROAS, attributed orders, clicks, and ad impressions. This case study showcases the effectiveness of a well-executed strategy in driving growth and success for brands on the Amazon platform.