How No. 7 Leveraged Off-Amazon Media to Drive Exponential Sales Growth on Amazon

THE OVERVIEW

Our partnership as No. 7's exclusive distributor on Amazon encompasses a wide range of services, including inventory planning, promotional strategy, content optimization, SEO optimization, on-platform advertising, and compliance. In this particular situation, we worked closely with No. 7 to identify opportunities to integrate their overall marketing strategy into their Amazon-specific approach.

Recognizing the untapped potential of off-Amazon media to drive marketplace performance, we collaborated closely to develop a comprehensive strategy that would leverage TV advertising to increase brand awareness, product discovery, and sales.

A TAILORED APPROACH

Understanding No. 7's objectives and challenges, we crafted a tailored approach that integrated seamlessly with their existing off-Amazon media efforts, specifically TV advertising. While No. 7 already had national media as part of their marketing strategy, our focus was on strategizing how to best leverage these campaigns to drive the Amazon business.

Our team worked diligently to optimize product listings, update the brand storefront, and leverage Amazon's paid advertising platform to maximize visibility and reach. The goal was to create a powerful halo effect on Amazon marketplace performance, leading to increased brand awareness and product discovery and substantial sales growth.

The TV advertising campaign featured Elizabeth Banks, the spokesperson for the Future Renew collection. While the campaign wasn't initially designed to drive interest or action specifically to Amazon, we worked closely with No. 7 to align the campaign with their Amazon marketplace strategy.

KEY STRATEGIES

CUSTOMIZED STOREFRONT

We updated the brand storefront to mirror the aesthetics and messaging of the TV campaign, providing a cohesive user experience and driving traffic from off-Amazon channels.

OPTIMIZED PRODUCT LISTINGS

Our team meticulously optimized product listings with relevant keywords and engaging content, ensuring that No. 7 Beauty's products appeared prominently in search results.

TARGETED PAID ADVERTISING

By strategically utilizing Amazon's paid advertising platform, we reached potential customers with targeted ads that featured compelling campaign visuals and messaging.

INVENTORY MANAGEMENT

To meet the anticipated surge in demand, we worked closely with No. 7's team to ensure adequate inventory levels were maintained, preventing stockouts and maximizing sales opportunities.

THE RESULTS

No. 7's strategic partnership with Front Row yielded impressive results. The integrated off-Amazon media campaign significantly boosted brand visibility and drove substantial sales growth on Amazon.

Sales Growth

Experienced a +34% increase in overall brand sales from January to February, and a +152% increase in sales for the Future Renew collection.

Improved Organic Search Rankings

Key products achieved significant improvements in search rankings, including a +299% increase in sales for Day Cream and a +147% increase in sales for Night Cream.

Increased Brand Visibility

The campaign effectively raised brand awareness and drove new customer acquisition on Amazon. No. 7 was able to scale back on paid spend from January to February and March while improving ROAS as they strategically captured off-channel traffic.

THE TAKEAWAY

The results of our efforts with No. 7 demonstrates the power of strategic integration between off-Amazon media and Amazon marketplace strategies. By leveraging the strengths of both channels, brands can effectively boost brand visibility, drive sales, and improve organic search rankings. This case study underscores the importance of a tailored approach that considers the unique needs and objectives of each individual brand.

To reach out to Front Row and learn more about Marketplace Partnership, reach out to us below.