Case Study
Sol de Janeiro is a skincare and fragrance brand inspired by Brazilian beach culture, and it offers a range of body care, fragrance, and hair care items featuring lush textures and captivating scents. The company started selling its products on Amazon at the beginning of 2020. As a well-known beauty brand with a significant brand search on the platform, Sol de Janeiro was looking for brand growth, not just maintenance, on Amazon.
Case Study
Sol de Janeiro is a skincare and fragrance brand inspired by Brazilian beach culture, and it offers a range of body care, fragrance, and hair care items featuring lush textures and captivating scents. The company started selling its products on Amazon at the beginning of 2020. As a well-known beauty brand with a significant brand search on the platform, Sol de Janeiro was looking for brand growth, not just maintenance, on Amazon.
Amazon Ads
Sol de Janeiro was looking for brand growth on the Amazon platform. The client challenged Blue Wheel to grow a top-selling product after fully covering most Sponsored Product keywords, thus requiring a new strategy while not cannibalizing the already occurring sales. The common ad type, Sponsored Product, was well covered for the product in question, and thus the team needed to seek out innovative new campaign types to expand sales while keeping ACoS in check.
Blue Wheel worked on the campaign for four months during Q3 and Q4. The approach was to launch new campaigns in otherwise seldom-used campaign types.
Sol de Janeiro was looking for brand growth on the Amazon platform. The client challenged Blue Wheel to grow a top-selling product after fully covering most Sponsored Product keywords, thus requiring a new strategy while not cannibalizing the already occurring sales. The common ad type, Sponsored Product, was well covered for the product in question, and thus the team needed to seek out innovative new campaign types to expand sales while keeping ACoS in check.
Blue Wheel worked on the campaign for four months during Q3 and Q4. The approach was to launch new campaigns in otherwise seldom-used campaign types.
Combining multiple campaigns on a single product line allowed us to double dip in a certain aspect, which worked to lift the entire product line along with the brand as a whole. The general idea was to drive detail views through high-quality creative with high-intent targeting, and then use the DSP campaign to convert them post-view. As we launched our campaigns over a few months, we were able to use the data gathered from the SBA on the best-branded terms to use for the more specific campaigns launched later.
Using multiple campaign types and crossing customers through the funnel, Blue Wheel can scale even difficult brands such as those with low SKU counts in a competitive landscape like beauty.
We used a methodology we’ve coined as Search Term Isolation, bidding on Amazon search terms that convert while negating search terms that do not—only putting a budget towards the best keywords with the best bids.
With Blue Wheel focusing on growth, and through our coined methodology, Search Term Isolation, 50% of the client’s ad spend went to new customer acquisition on Amazon. We were continually rendering demand for Sol de Janeiro on the eCommerce platform and generating return customers.
Blue Wheel sought to expand ad sales for Sol de Janeiro's top product while keeping ACoS at a reasonable level, utilizing ever more product types to create a cross-ad type campaign strategy.
“First, have a clear strategy and distinction between products you want to use for new customer acquisition and for ads targeting people who are already aware of the brand – this is primarily your Sponsored Product ads. Second, don’t focus only on ACoS – this will limit your growth potential. Leaning into TACoS and topline growth as your north stars ensure you grow sustainably without sacrificing your bottom line profitability or growth potential”
Blue Wheel
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