Overview
How RT7 helped a leading brand in the Baby Safety category on the US Amazon Marketplace overcome a significant revenue decline. By implementing a strategic paid social campaign on Meta (Facebook & Instagram), the brand successfully recaptured market share, increased revenue, and improved ad efficiency.
About the Brand
This baby safety brand provides high-quality, protective products for infants and young children, including ear defenders, sunglasses, and outdoor gear — all designed to protect children from sun, glare, and noise. Their mission is to offer parents peace of mind while their children enjoy safe and comfortable experiences.
The Amazon Challenge
After a strong performance for most of 2024, the brand experienced its first-ever year-over-year revenue drop on the US Amazon Marketplace in November 2024. Increased competition from both existing brands and new market entrants, along with aggressive price-cutting tactics, pushed the brand out of its typical top-ranking positions.
RT7 quickly responded with an external marketing strategy aimed at helping the brand regain lost market share, reach shoppers beyond Amazon, and grow revenue.
To remain competitive and increase YoY growth, RT7 implemented a paid social strategy using Meta (Facebook and Instagram). Traffic from these campaigns was directed to both the brand’s direct-to-consumer (DTC) website and Amazon listings.
Key Strategic Decisions
Strategic Budget Allocation: To minimize risk, 20% of the brand’s existing Amazon ad budget was reallocated to fund the initial Meta campaigns.
Data-Driven Optimization: Continuous A/B testing of ad creatives, including user-generated content, was used to identify the most effective messaging and visuals.
Refined Audience Targeting: Highly relevant audience segments were targeted, with ongoing adjustments based on campaign data.
Implementation
The paid social strategy was implemented within 2 weeks to support stronger year-end sales.
Remarkable Results
Revenue Surge: The campaign delivered a 44% increase in overall revenue within two months.
Improved Efficiency:
ACoS (Advertising Cost of Sale) decreased by 13.18%
TACoS (Total Advertising Cost of Sale) decreased by 7.77%
Conclusion & Future Outlook
This case study highlights the impact of a well-executed paid social strategy in overcoming competitive pressure and achieving revenue growth. By leveraging Meta’s platforms, the brand effectively reached new customers and recaptured lost market share.
RT7 will continue to refine and optimize the campaign to drive further success.
