Case Study
Blue Wheel took a full-funnel approach to Sol De Janeiro, a beauty brand, and helped to transform it into a top player in the CPG space. Faced with an extremely competitive category, Sol De Janeiro improved its advertising strategy by balancing spend between ad units, resulting in exponential growth during Amazon Prime Day.
Case Study
Blue Wheel took a full-funnel approach to Sol De Janeiro, a beauty brand, and helped to transform it into a top player in the CPG space. Faced with an extremely competitive category, Sol De Janeiro improved its advertising strategy by balancing spend between ad units, resulting in exponential growth during Amazon Prime Day.
Prime Day Ad Sales
Prime Day Year-over-Year Increase in Ad Sales
Prime Day Topline Sales
Prime Day Year-over-Year Increase in Topline Sales
July Ad Sales
July Year-over-Year Increase in Ad Sales
Prime Day Ad Sales
Prime Day Year-over-Year Increase in Ad Sales
Prime Day Topline Sales
Prime Day Year-over-Year Increase in Topline Sales
July Ad Sales
July Year-over-Year Increase in Ad Sales
July Topline Sales
July Year-over-Year Increase in Topline Sales
Ad Spend
Year-over-Year Increase in Ad Spend
Ad Sales
Year-over-Year Increase in Ad Sales
Marketplace Advertising
Amazon Ads
Amazon DSP
Sol de Janeiro, a Blue Wheel client, is a well-known brand in a highly competitive skincare category and goes head-to-head with other major players in the skincare and beauty space. The competitive nature of the category, advertising costs, and less expensive competitor products made it challenging for Sol de Janeiro to break through as a top seller on Amazon. The goal was to grow topline sales, brand awareness, and consideration on Amazon.
Our detailed preparation leading up to Prime Day, and expert execution during the event resulted in a compelling success for our client. The combination of our tactics and consideration building improved conversion rates to support the growth of Sol de Janeiro on Amazon.
Sol de Janeiro, a Blue Wheel client, is a well-known brand in a highly competitive skincare category and goes head-to-head with other major players in the skincare and beauty space. The competitive nature of the category, advertising costs, and less expensive competitor products made it challenging for Sol de Janeiro to break through as a top seller on Amazon. The goal was to grow topline sales, brand awareness, and consideration on Amazon.
Our detailed preparation leading up to Prime Day, and expert execution during the event resulted in a compelling success for our client. The combination of our tactics and consideration building improved conversion rates to support the growth of Sol de Janeiro on Amazon.
Strong awareness and consideration tactics were leveraged in the month leading to Amazon Prime Day to keep the Sol de Janeiro brand top-of-mind and populate retargeting audiences ahead of the major shopping event.
As TACoS and the branded search continued to improve, the connection and impact between upper and lower funnel tactics became more evident. This led to an increase in investment and demonstrated how our strategy directly supported the client’s business.
Reaching new customers and refining audiences allowed the brand to carve out more specific targeting to reduce the race to the top which can often lead to higher advertising costs on search.
We used Prime Day as a starting point to boost Sol de Janeiro's presence on Amazon and take advantage of the increased traffic on the platform during the shopping event. Our goal was to attract customers to the brand’s product and Store pages, with the expectation of generating high new-to-brand sales and encouraging repeat purchases. We aimed to target active shoppers in the category who might not have been familiar with the brand.
We analyzed historical data to identify key products, targeting, and strategies. We then adjusted the account structure and strategy before Prime Day to ensure strong support and visibility.
Although integrating Amazon DSP into our client's marketing strategy required a shift in both mindset and approach, it provided them the ability to target both on and off-Amazon. The Blue Wheel team used AMC audiences to target new customers and shoppers at different points of their shopping journey to support conversion; providing a holistic approach that ensured that both upper and lower funnel activities were aligned.
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