Case study
Atom11 and Kreo increased revenue by 566% with an award-winning, full-funnel campaign
Learn how Amazon Ads partner Atom11 helped Kreo break into India's competitive gaming category through a three-phase awareness strategy that drove significant growth in shopping queries and revenue.
Key learnings
93%
Achieved 93% uplift in queries through a strategic full-funnel approach
566%
Drove 566% revenue growth via focused category strategy
95%
Improved return on ad spend (ROAS) by 95% through data-driven optimization
Goals
Gamers are always pushing the limits—leveling up, beating scores, and breaking records. Kreo, an Indian electronics company, helps gamers go beyond their limits by providing premium gaming and content-creation equipment.
Kreo faced a significant challenge after launching on Amazon in 2022. Despite rapid catalog expansion from 15 to 90 products within a year, Kreo struggled to establish its presence in the brand-conscious gaming category. Although the brand increased their advertising investment, their organic visibility remained low. To drive brand awareness and spark revenue growth, Kreo collaborated with Amazon Ads partner Atom11 to develop an effective advertising strategy.
Approach
Kreo and Atom11 began by studying the shopping journey. Insights from Amazon Brand Analytics revealed that customers tended to use generic terms in their shopping queries and gravitated toward recognizable brands when making purchases. Realizing that their advertising strategy needed alignment with shopping behavior in the category, Atom11 and Kreo shifted focus toward brand building in the full funnel.
Atom11 developed a three-phase, full-funnel strategy. First, they used Sponsored Brands video campaigns to showcase Kreo’s offerings—high-quality, stylish products—through rich storytelling. They also focused on high-volume keywords used in shopping queries to improve visibility and reach engaged audiences on Amazon. In the second phase, they drove consideration using Amazon DSP, looking to reach in-category audiences and lifestyle-gaming enthusiasts. Finally, Atom11 employed long-form video ads to generate deeper engagement with Kreo’s ideal audiences. This phase, carried out through Amazon MX Player, yielded 52 million impressions.1
As an emerging brand with a limited budget, Kreo needed to continually optimize the campaign to maximize reach and boost effectiveness. Atom11 used insights from Amazon Brand Analytics to adjust the campaign according to peak-performing hours and used Amazon Ads API to automatically respond to real-time traffic spikes by increasing budget. They also redistributed investment from lower-performing products and keywords to higher-performing ones, realizing a 95% improvement in return on ad spend.2
Results
Over the nine-month campaign, Kreo achieved a 93% uplift in shopping queries,3 effectively demonstrating the impact of focused full-funnel strategies. This uplift contributed to a 566% increase in revenue compared with the period before the campaign.4 Additionally, six Kreo products ranked among the top 100 bestsellers in the gaming category.5 With these gains, Kreo established a foundation for sustainable growth.
Atom11’s strategic advertising approach earned them the 2024 Beyond the Funnel Innovation (APAC) Award in the Amazon Ads Partner Awards. Moving forward, Atom11 continues to apply their three-phase strategy to brand-conscious categories using optimization playbooks that they developed through their work with Kreo. They have already achieved similar results with other brands.
Ishan Sukul, CEO, KreoAtom11 worked with us like an extended team …They created a well-thought-out yet flexible strategy for our growth.
Sources
1–5 Atom11, IN, 2024.