Overview
RT7 partnered with Frownies, a top U.S. beauty brand, to grow revenue and elevate its category ranking on Amazon. By leveraging RT7’s expertise, strategic, data-driven optimizations were implemented to Frownies’ Sponsored Ad campaigns, to enhance both paid and organic performance. Our approach focused on reinforcing Frownies’ market share while capitalizing on new search traffic generated by the brand’s paid social media investments. This dual strategy not only fueled revenue growth but also strengthened Frownies’ position in a competitive category.
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Frownies, a leading US beauty brand, has established itself as the dominant force in the facial wrinkle patch category. Over the years, the brand has built strong consumer trust and become a household name. Building on this success, Frownies has expanded its product portfolio to include facial serums, face washes, eye creams, and other skincare essentials.
While Frownies continues to lead in the wrinkle patch market, the brand's current focus is on continued revenue growth while strengthening its presence across these new product categories.
The Amazon Challenge:
Due to limited time and resources, Ad management faced challenges, leading to budgets depleting before peak hours and reducing visibility during high-conversion periods
The brand’s performance was heavily dependent on its top performing product line. Any stock issues, listing suppressions, or unforeseen disruptions to this product had a disproportionate impact on performance.
While the brand had successfully introduced new skincare products, these offerings lacked the organic ranking, visibility, and sales momentum enjoyed by its flagship product line.
Key Strategic Decisions:
To ensure a data-driven approach, products were categorized into portfolios based on their performance and stage within the Amazon Brand Lifecycle. This segmentation allowed for a targeted advertising strategy
Maintenance Portfolio - focused on sustaining the market dominance of top-performing ASINs by allocating the majority of the advertising budget to them. The strategy prioritized maximizing conversions, driving repeat purchases, and maintaining high brand visibility in premium Amazon placements while reinforcing customer loyalty.
Growth Portfolio - aimed at improving performance through strategic testing and optimization for ASINs with impressions but low conversion and weak category rankings. In strategy, A/B testing was used to identify the most engaging ad creatives, while Single Keyword and Single Product Targeting campaigns were implemented to boost visibility on high-value search terms and attract more qualified traffic.
Sponsored Product Ads
Single-product campaigns were launched to promote individual products, ensuring that all ASINs received sufficient budget allocation to drive returns.
Through search term performance analysis, we identified high-conversion, highly relevant non-branded keywords, and introduced them into single-keyword campaigns to push for conversions and improved organic ranking.
This strategy diversified revenue across multiple products, reducing dependency (and risk) on a single hero product while improving the organic ranking of other product lines.
Splitting manual campaigns into brand and generic targeting ensured ad spend was directed toward defending market share, growing brand loyalty, and capturing new organic searches from Amazon and external traffic sources.
Sponsored Display:
Remarketing and Retargeting Ads – Used to re-engage past shoppers, increasing customer retention and loyalty.
Competitor & Category Targeting – Enhanced visibility among shoppers browsing related categories and competitor product listings, helping Frownies capture additional market share.
Sponsored Brand:
Product collection ads were launched to drive traffic to the brand store and dedicated landing pages, ensuring specific ASINs gained increased visibility.
Continuous Optimisation & Testing :
A/B testing of Ad creatives helped identify the most effective visuals and messaging for each target audience.
Optimized creative strategies contributed to increased engagement and improved sales performance, particularly for slow-moving product lines.
Paid Social Integration:
Frownies have prioritised off Amazon investments which have yielded viral interaction with their customers. This interaction resulted in spikes in Amazon traffic and product sales.
Implementation
The tiered approach to single-product campaigns and single-keyword targeting was systematically rolled out over a six-month period, ensuring a data-driven and scalable implementation process.
Category ranking for the target ASINs was closely tracked to measure performance and ensure organic visibility improvements.
Remarkable Results: July 2024 - December 2024
Total Revenue Surge: Implementation of these strategies led to an 81% YoY increase in total sales.
Campaign Sales: Campaign-driven revenue grew by 67.34%, reflecting effective ad targeting and budget allocation.
Organic Contribution: Improved by 4.33% YoY ,indicating improved visibility and deeper customer engagement without paid support.
Category Ranking: Significant improvements were seen in two key listings, with rankings rising from #42 in July 2024 to #8 in December 2024, and another improving from #33 in July 2024 to #19 in December 2024, showcasing the effectiveness of the targeted growth strategies.
Efficiency Gains:
ACoS (Advertising Cost of Sale) improved slightly with a 0.56% decrease,
TACoS (Total ACoS) showed a more notable 0.99% reduction, highlighting greater overall advertising efficiency.
Visibility & Engagement Uplift:
Impressions more than doubled, up 102% YoY,
Clicks increased by 12.56%, showcasing stronger ad engagement and reach.
Conclusion & Future Outlook:
By optimizing its advertising strategy in Amazon whilst simultaneously investing in off- Amazon Ads, Frownies successfully strengthened its presence in the beauty category. The improved category rankings and increased visibility of its skincare lines have laid the foundation for long-term growth. Moving forward, RT7 will continue its partnership with the brand to refine ad strategies, leverage data insights, and drive sustained revenue growth in the competitive beauty market.
