The challenge they faced on Amazon
Selective Catalogue Advertising
Dryrobe concentrated its advertising efforts on a curated selection of products instead of promoting the entire range.
Black Friday Competition
Competitors launched aggressive promotions during the Black Friday, reducing impressions and clicks and increasing competition for ad placements.
Strategies for Success
RT7 Digital implemented targeted measures to overcome these challenges and leverage.
Dryrobe’s potential opportunities:
Targeted Advertising Focus
• Concentrated ad spend on high-performing products, ensuring efficient budget allocation and maximised ROI.
• Prioritised popular items to attract both new and returning customers.
Efficient Budget Management
• Increased budgets strategically during November to maintain visibility amidst the competitive Black Friday environment.
• Continuously monitored and adjusted spending to ensure funds were directed towards the most lucrative campaigns.
Campaign Optimisation
• Refined keyword strategies to target high-intent search terms, attracting quality traffic.
• Optimised Sponsored Brands and Sponsored Products campaigns for relevance and visibility.
Focus on ACOS
• Meticulously reduced ACOS by 5.82% MoM, reflecting improved efficiency despite increased spending.
• Focused on cost-effectiveness, enabling maximum profitability during peak demand.
Leveraging Demand Momentum
• Designed campaigns to capitalise on growing consumer interest, resulting in a 40% MoM increase in campaign sales.
• Employed remarketing strategies to re-engage potential customers who had previously shown interest in Dryrobe products.
Key Results
• Total Account Sales: 68.81% MoM increase and 37.52% YoY growth.
• Campaign Sales: 40% MoM growth.
• Impressions and Clicks: Slight decreases of 2.65% and 6.31% MoM, respectively, due to heightened competition.
• ACOS: Improved by 5.82% MoM, reflecting cost-effective advertising.
Conclusion
Dryrobe’s Amazon UK success in November 2024 showcases the benefits of focused advertising and strategic budget management. Despite challenges such as fierce Black Friday competition and selective product promotion, RT7 Digital’s tailored strategies drove significant growth in sales. This case study highlights the importance of agile, cost-efficient advertising in achieving sustained performance in competitive marketplaces.
Results in numbers
68.81%
MoM increase
37.52%
YoY growth
