Growing with a global vision
Today, oodji is one of the leading fashion retailers in Russia, CIS countries and Eastern Europe. Founded in 1998, oodji opened its first store in St. Petersburg, Russia, quickly winning over customers with its stylish clothes and affordable prices. Over the next several years, the company developed rapidly in Russia and CIS countries, establishing hundreds more stores.
In 2016, oodji decided it was time to take its collection to European shoppers, with expansion to five countries including Germany, England, France, Italy, and Spain. Rather than a traditional brick-and-mortar approach, oodji decided to set up shop online with Amazon. When asked why oodji chose to make Amazon the home for its European business, oodji’s eCommerce development lead, Anna Pfeiffer explains, “Amazon is one of the most popular marketplaces to sell goods and find new customers in Europe.”
Promoting the brand to relevant shoppers
Post-launch, the label was looking for a way to not only introduce its brand to the right shoppers in each country, but also drive traffic to its detail pages and boost sales. After working with our team to develop its marketing strategy, oodji ran its first advertising campaign to promote its fall assortment. Anna further explains, “Fall is usually a time of high demand due to the change in season, and we wanted to build an audience for our brand ahead of the holiday season.”
The brand’s drove results for its fall collection with a campaign that combined search and display advertising tactics.
In the campaign, the brand ran display ads through our programmatic buying solution (Amazon Advertising Platform) using Amazon’s audience segments to reach in-market apparel shoppers on and off Amazon. To maximize engagement, oodji tested variations in ad creative using different product images, copy, and call-to-actions. After multiple rounds of testing, oodji learned that the use of bright and colorful imagery, like the color red, and calls to action featuring a “buy 2, get 1 free” promotion drove the strongest performance.
At the same time, oodji drove consideration among shoppers actively searching for clothing and apparel with Sponsored Products ads featuring its brand and products appearing within relevant search results.
Driving measureable outcomes
• Return on ad spend (ROAS) outperformed oodji’s goal by 2.6X1
• Detail page view rate (DPVR)2 was 13X higher than the EU benchmark for the category3
• The brand saw a 76% increase in keyword searches for its brand or products during the campaign period (versus the pre-campaign period)4
After the initial success of this first campaign, oodji used learnings to develop an always-on marketing strategy and drive ongoing traffic and sales, investing more in countries that had a higher return on ad spend (ROAS) and optimizing towards the strongest performing placements and creative formats in each country. For example, the brand found desktop placements on Amazon worked best in France, however in UK, ads run on third-party sites through Amazon’s Advertising Platform were the strongest performers.
Two year after launching, oodji’s eCommerce Development Director, Dmitry Egorov, talks about how advertising fuels the brand’s success:
“Amazon ads are a powerful tool to amplify important events like a brand launch, and to support every day sales … the most important thing that led us to succeed was believing in its long-term value and implementing a strategy of constant data-driven optimizations.”
With a strategy of constant optimization, oodji has been able to improve performance campaign after campaign, with its most recent campaign resulting in a ROAS lift of 190% compared to its first.
1 Based on most recent campaign as of September 2017
2 The number of views of the advertise product detail pages on Amazon relative to the number of impressions
3 Based on all campaigns run in 2016 and 2017
4 Keyword searches: % change in indexed keyword searches of advertised brand or products during the campaign period vs. pre-campaign period