Results
The Challenge
The Process
Blue Wheel set up Q4 campaigns with different DSP supply sources broken out to optimize between on and off-Amazon inventory. Although this was a first-time experience running a custom audience built off a streaming TV audience, these campaigns were driving the highest New-to-Brand performance.
Granularity is the key to making optimizations in Amazon DSP. The team broke out campaigns by the audience and where campaigns would run. When setting up the campaigns, the Blue Wheel team created a Media Plan (semantic mapping) to provide audience recommendations, KPI goals, where we want ads to click to, etc. We then had our creative team edit creatives to accurately meet all available sizes in the Amazon DSP.
When providing live campaign performance updates, these optimizations improved performance and highlighted key Q4 initiatives, such as the Thursday Night Football placement.
Using custom creatives for consideration campaigns, we updated auto-generated creatives based on their Amazon ASINs with company logos and custom headlines to make the ads more appealing to consumers.
From lead generation to final sale, we wanted to focus on certain categories, leveraging the brand store to help convert.
We set guidelines for the influencers creating the videos, ensuring the right information is conveyed while still giving them flexibility to be creative and use their own voice.
The Solutions
In November 2023, we reevaluated and launched new storylines. After determining many campaigns were driving to PDPs and not to landing pages on the brand store, we revisited the entire process to ensure all stories were working holistically together through the entire funnel.
After making in-flight optimizations, we saw performance improve even more in December with less ad spend due to in-flight optimizations, such as removing or pausing inefficient supply and audiences and updating creatives.
The Blue Wheel team successfully solved Ariat’s pain points by providing clear directions on how to improve performance. By allowing us the ability to shift ad spend across different line items, the team was able to make optimizations to drive the highest ROAS and New-to-Brand sales.
