Code3 launched campaigns with home & kitchen brands for Prime Day. The brands saw increases in revenue and digital traffic.
more search advertising attributed sales in Prime Day ‘22 vs. Prime Day ‘21
More new-to-brand sales via Sponsored Brand campaigns
YOY increase in ordered revenue
higher advertising conversion rate during Prime Day compared to June as a whole
sales generated during Prime Day
inventory of prioritized products sold through on Prime Day
A Home & Kitchen client was looking to drive year-over-year revenue increases for Prime Day in the competitive Home & Kitchen category on Amazon.
Several strategic initiatives were implemented to get everything in motion and set the account up for success.
Code3 bolstered overall investment to support the demand taking place on Amazon, added additional products to the advertising assortment, layered in new campaigns 2+ weeks out of Prime Day, and utilized more upper-funnel targeting tactics.
These upper funnel tactics included category targeting as well as bidding on competitive, high-volume indexing, non-branded keywords in the space. The intent was to invest where shoppers did not have this brand top-of-mind already, grow the brand's visibility and get them to convert to sales.
A home & kitchen client had a primary goal of selling through inventory on core products during Prime Day.
They planned on utilizing a combination of Best Deals and Deal of the Day promotions on these focus ASINs during Prime Day.
Based on real-time sell-through data as well as frequent communication with the client, budget was reallocated to & from different campaigns to focus spend in the right areas.
Code3 focused on winning ad placement for top-of-search results pages on priority keywords. Given this, we optimized bid levels & bid-multipliers accordingly throughout the day for ultimate visibility.
Brand defensive strategies were also implemented to defend real estate on our own product detail pages. We used Sponsored Display campaigns to minimize conquesting efforts from competitors showing on our detail pages. This helped combat shoppers from potentially bouncing to a competitor product and purchasing elsewhere.