Eastron is one of the leading high-tech manufacturer and supplier for electricity products and energy measurement solutions. Over the years, they have developed an extensive range of electricity meters, sensors, communication modules and management systems.
The challenge they faced on Amazon
RT7 were tasked with growing sales for the energy measurement brand, Eastron, in November 2022. The brand had an low yield Amazon Seller account in Germany and did not prioritise it as a D2C channel.
Our approach
To increase brand awareness, product visibility and ultimately grow sales by increasing market share while maintaining an acceptable return we used a combination of Sponsored Ads to increase product visibility and drive sales. We had no previous data to help support our build and decision making in what ad types we used, what keywords / ASINs we should / shouldn't target, and emerging shopping trends.
We started with a German market place analysis in order to understand who our competitors were, what keywords held traction and started building Sponsored Products while we waited for the Brand Registry to be linked to the account.
Ultimately, we utilised Sponsored Products, Sponsored Brands and Sponsored Display ads to run a full marketing funnel approach to driving all metrics in the right trajectory. We utilised a mix of Sponsored Brands (Product Collection and Video) to drive Consideration and Brand Awareness, and Sponsored Display Ads to drive Awareness and retarget shoppers who previously engaged with the brand or similar products. We used a mixture of CPC and vCPM based campaign combinations until we found and refined customer journeys and touchpoints. We additionally utilised the Video Creator to develop a test asset for our Sponsored Brand and Display Video campaigns in order to showcase the power of video through shopper engagement (2% CTR) and conversion.
Implementation
The account did not have any campaigns running or Brand Registry (licensed Seller) therefore we focused all our efforts into building highly optimised Sponsored Products campaigns and reviewed the listings for quick conversion wins including variation creation. The campaigns were separated based on brand and generic keywords with a main focus to grow market share for generic keywords.
When Brand Registry was linked to the account (March 2023), we instantly built out Sponsored Brands and Sponsored Display to drive Brand Awareness, push for overall account sales and drive the Amazon flywheel.
The results
Account
We increased account sales by 2,058% for the six month period under review when we ran the account in comparison to the previous year.
Campaigns
We managed to run the advertising strategy with an excellent return achieving an average RoAS of 10.15.
1. Ultimate Target ROAS: 10 Results: 10.15
2. Improve Best Seller Rank: Results: #11 Best Seller Rank in Stromzähler
