Podean helps Spectrum Brands increase new-to-brand sales for Prime Day in Australia

It’s the simple things that make life better – which is why global home-essentials company Spectrum Brands focuses on providing high-quality, reliable products that improve the way people live at home. But, in July 2023, the brand noticed a decline in sales and a depreciating return on ad spend (ROAS) compared to the previous year that needed to be addressed. They called on Amazon Ads partner Podean to re-energize their marketing ahead of Prime Day, with a focus on capturing new-to-brand (NTB) sales.

Podean worked with Spectrum Brands to create a comprehensive marketing strategy that would optimize their existing media and help capture NTB audiences while also reversing the company’s depreciating ROAS. The agency used insights like missed-opportunity reports to propose a suitable budget for the campaign as well as top-of-search and impression-share metrics to help allocate their spending effectively, focusing on their most efficient placements.

Notably, Spectrum Brands needed to capture their audience’s attention and create a memorable brand experience with their existing media in a particularly competitive category. To accomplish this, Podean first researched and incorporated high-performing keywords, helping to increase product visibility and relevance to potential customers. Next, they created high-quality media for Sponsored Brands and Sponsored Display ads, including images and video that showcased the products’ unique selling points.

To amplify their marketing efforts, Podean implemented a remarketing strategy using Sponsored Display. This strategy reengaged customers who had shown an interest in Spectrum Brands products, encouraging them to make purchases and explore other product lines. Retargeting these customers was especially effective for promoting both discounted and full-price products. They also used Amazon audiences to better understand customer purchasing behaviour so that they could reach new customers at the right time.

Podean’s and Spectrum Brands’ marketing strategy successfully reversed the drop in sales that took place in the months leading up to Prime Day. In fact, Spectrum Brands saw a 709% year-over-year (YoY) increase in sales by the end of July 2023.¹ In addition, the campaign addressed the depreciating ROAS. Though Spectrum Brands had seen their ROAS decline by 19% YoY in 2022, they improved it by 5.5% in July 2023.²

The use of Sponsored Brands and Sponsored Display played a key role in the success of this campaign. According to campaign insights, these ad types led to a 917% increase in NTB sales compared to the previous year.³ This result demonstrates that the strategy was effective in helping to attract new leads.

All in all, the campaign’s success metrics aligned with Spectrum Brands’ objectives and exceeded their campaign goals. Through this campaign, Podean recognized the importance of maximizing visibility and using insights to make informed strategy adjustments. They plan to scale and replicate this success for other clients by using tools such as missed-opportunity reports and brand impression-share analytics to inform their decision-making and to drive performance.