Curious Cub

Overview

A vibrant and innovative children’s brand that caters to young minds with a mission to inspire curiosity and foster a love for learning. Through a diverse range of engaging educational toys, games, and interactive experiences.
Problem statement:
  • The brand started with its marketplace operations with an Amazon first approach and was able to generate decent revenues.
  • Scaling up the business was tough since the brand was not aware of the growth techniques, advertising limits and other processes that could help improve business.
  • They were looking for ways to increase their customer base and generate more revenue.
  • The brand was running Sponsored Product campaigns targeting important keywords and competitor products and categories but was not able to increase its visibility to cater to a wider audience using these campaign types.
Observation:
  • The brand started with its Amazon operations and was able to generate decent revenues. Scaling up the business was tough since the brand was not aware of the growth techniques, advertising limits and other processes that could help improve business.
  • The goal of this campaign was to reach out to new customers and broaden the size of the sales funnel by virtue of the brand video on the search result pages targeting parents who were shopping for Montessori toys for their children.
Solution:
  • We analyzed ad campaigns available to create a set of important keywords necessary to grow the business.
  • We Optimized textual content, images and A+ content to communicate effectively with customers
  • We started with Sponsored Product campaigns to target medium – long tail keywords with phrase match type targeting.
  • Amazon Brand Analytics and Amazon Pi were used extensively to observe the brand’s traction and map the increase in visibility that also helped identify additional targeting segments.
  • We shifted our focus on mid funnel and top of the funnel with Sponsored Brand Video and Sponsored Display campaigns to improve the account performance further.
Results:
  • Optimisation of product page content resulted in an increase in the Unit Session % for the brand.
  • Creating Sponsored product campaigns focussing on specific targeting segments led to an increase of 80% in revenues for the brand.
  • Using negative targeting helped reduce wasteful spending that led to an improvement in ACOS/TACOS figures.
  • The campaign garnered a record number of impressions and has been served to more than 100,000 customers till date.

Conclusion:

  • The average quarterly growth in dashboard sales was 24.3%.
  • The company’s average quarter on quarter improvement in ACOS is 10.4%.
  • In the past year, Curious Cub has seen its ACOS decrease from 43.21% to 27.42%. Curious Cub has also seen its TACOS decrease from 24.30% to 11.61%.