How The Honest Company grew sales with a full-funnel advertising strategy
When Jessica Alba couldn’t find one brand to trust for all her everyday needs, she decided to create it, founding The Honest Company in 2012. Since then, the company's mission has been to empower people to live happy, healthy lives. To accelerate the growth of its business, The Honest Company was looking for efficient ways to build brand awareness and drive sales.
– Sara Edwards, Sr. Manager, Digital Marketing and E-commerce, The Honest CompanyAmazon was one of the most efficient ways to distribute our products and reach our audiences where they were already going to shop.
The Honest Company began selling and advertising on Amazon in 2017. Since then, it has executed a full-funnel advertising strategy with Amazon Advertising to align with its goals and broader marketing efforts. To reach new audiences and build brand awareness, it used a combination of Amazon DSP and over-the-top (OTT) video. With Amazon DSP, the brand was able to reach exclusive Amazon audiences on Amazon-owned sites and apps, as well as on third-party sites and apps.
To complement this, The Honest Company used Sponsored Products to reach high-intent shoppers looking for specific products in its category, and offered customers coupons on its product detail pages to help drive purchases.
The company also used a prominent homepage placement to bring its message front and center as shoppers visited Amazon on Prime Day and Black Friday. The Honest Company also hosted an Amazon Live livestream with founder Jessica Alba, enabling her to engage with customers directly, share stories about the brand, and infuse product information in an entertaining live video segment. The products featured were also included in a shoppable carousel alongside the stream.
– Nick Vlahos, Company Chief Executive Officer, The Honest CompanyAmazon Advertising drives return on investment for us.
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