Overview 

In 2024, RT7 Digital successfully restored Amazon UK revenue through a strategic approach that included budget allocation based on overall revenue growth goals, diversifying product offerings, and refining targeting efforts. This comprehensive strategy drove impressive sales growth, with revenue surges of 68% in November and 122% in December.

Additionally, the campaign enhanced operational efficiency by lowering ACoS/TACoS, ultimately restoring profitability.

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Dryrobe: The Ultimate Outdoor Changing Robe for Comfort and Performance

Dryrobe has become a trusted name for outdoor enthusiasts and athletes, known for its high-quality changing robes that deliver both warmth and versatility. With over a decade of experience, Dryrobe has built a reputation for creating durable, innovative products that enhance the comfort and performance of individuals engaged in outdoor activities such as surfing, swimming, and various sports.

Designed with advanced thermal technology, Dryrobe robes offer superior warmth and protection from the elements. Features like quick-drying fabrics and user-friendly designs ensure that wearers stay comfortable and dry, no matter the conditions. Whether you're changing on the beach or prepping for your next adventure, Dryrobe provides the perfect blend of functionality and comfort.

The Amazon Challenge:

In May 2024, Dryrobe UK experienced its first-ever year-over-year revenue decline across the UK marketplace. Increased competition from established brands and new entrants, coupled with aggressive pricing tactics, led to an adverse effect on their brand dominance and best-seller rankings. Recognizing the need for immediate action, RT7 Digital swiftly developed and implemented a comprehensive external marketing strategy designed to regain lost market share, reach potential customers beyond the Amazon platform, and ultimately restore its revenue growth. This proactive approach has positioned Dryrobe for continued success in an increasingly competitive marketplace.

Key Strategic Decisions:

• Strategic Budget Allocation: A majority of Dryrobe’s annual advertising budget was strategically allocated in November & December, owing to historic demand and revenue sales on the account.

• Variation Creation: Variations expanded product appeal, catering to diverse customer preferences. This strategy broadened our market reach, driving increased sales volume by offering tailored options within a core product line

• Refined Targeting: The campaigns focused on optimised keywords and competitor targets, with ongoing adjustments based on campaign performance data. Specifically, we conducted in-depth ASIN analysis to identify high-performing competitors and relevant product attributes. This informed our keyword selection and competitive targeting strategies, which were continuously refined based on real-time campaign data.

• To ensure a data-driven approach, products were categorized into portfolios based on their performance.

Implementation

From May 2024 and continuing through March 2025, we implemented a refined Amazon Sponsored Ads strategy, including weekly performance reviews and monthly strategic adjustments.

Remarkable Results:

• Revenue Surge: Total Sales increased by 75%, November sales improved by 68% followed by a further 122% in December. 

• Improved Efficiency: ACoS (Advertising Cost of Sale) decreased by 11%, demonstrating a significant improvement in ad efficiency.

• Increased Visibility: Impressions increased by 2,398%, and clicks a 936% increase.

• Improved Engagement: Engagement rate improved by 149% and the campaign achieved a Conversion Rate (CVR) of 3.6%.

Conclusion & Future Outlook:

Dryrobe’s Amazon UK performance in November and December 2024 underscores the impact of targeted advertising and strategic budget management. In the face of intense Black Friday competition and selective product promotions, RT7 Digital’s tailored strategies drove substantial sales growth. This success instilled confidence in Dryrobe, leading them to expand their product lines and explore new marketplaces. This case study highlights the critical role of agile, cost-effective advertising in not only driving sustained success in competitive marketplaces, but also in fostering strategic growth and expansion.