Eastron: Achieving #11 Best Seller Rank & 2,058% Sales Growth

Eastron is a leading high-tech manufacturer and supplier of electrical 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 was tasked with growing sales for the energy measurement brand, Eastron, in November 2022. The brand had a low-yielding Amazon Seller account in Germany and did not prioritize 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 enhance product visibility and drive sales. We had no prior data to support our build and decision-making on which ad types to use, which keywords/ASINs to target or avoid, and emerging shopping trends.

We began with an analysis of the German marketplace to understand our competitors, identify impactful keywords, and started building Sponsored Products while waiting for the Brand Registry to be linked to the account.

Ultimately, we utilized Sponsored Products, Sponsored Brands, and Sponsored Display ads to implement a full-funnel marketing approach to drive all metrics in the right direction. We used a mix of Sponsored Brands (Product Collection and Video) to drive consideration and brand awareness, and Sponsored Display Ads to increase awareness and retarget shoppers who previously engaged with the brand or similar products. We used a combination of CPC and vCPM-based campaign combinations until we fine-tuned customer journeys and touchpoints. Additionally, we used the Video Creator to develop a test asset for our Sponsored Brand and Display Video campaigns to showcase video power through shopper engagement (2% CTR) and conversion.

Implementation

The account did not have any active campaigns or Brand Registry (licensed Seller), so we focused all our efforts on building highly optimized Sponsored Products campaigns and reviewed the listings for quick conversion wins, including variation creation. The campaigns were segmented based on brand and generic keywords with a main focus on growing market share for generic keywords.

When Brand Registry was linked to the account (March 2023), we quickly built out Sponsored Brands and Sponsored Display to enhance Brand Awareness, boost 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 compared to the previous year.

Campaigns

We managed to execute 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