Case study
Commercify360 won the 2024 Challenger Award by helping SkinInspired boost sales by 667%
Through strategic advertising and optimization, this Amazon Ads partner helped an emerging Indian skincare brand boost new-to-brand customers by 1,290% and increase sales by 667%.
Key learnings
667%
Total sales growth achieved through strategic ad campaigns
596%
Increase in clicks while reducing advertising cost of sales
1,290%
Boost in new-to-brand customers via targeted advertising
Goals
The skincare industry is constantly evolving, with consumers increasingly seeking premium products that deliver visible results. SkinInspired, a rising star in the Indian skincare category, offers a range of high-quality products designed to meet these demanding expectations. To grow awareness in the skincare category, SkinInspired engaged Commercify360, an Amazon Ads partner, in 2023. Commercify360 specializes in providing cutting-edge advertising solutions to help brands optimize their digital footprint and achieve their business objectives.
SkinInspired set their sights on strengthening their brand presence on Amazon and recognized several areas for potential growth. In particular, the brand hoped to optimize their ad spend for maximum return on investment, which would help supercharge overall campaign performance.
With a product repurchase cycle of 70 days, it was important for SkinInspired to maintain customer engagement and encourage repeat purchases so that they could build brand loyalty and enjoy consistent revenue streams. The brand was determined to boost their month-over-month repeat purchase rates. SkinInspired also wanted to refine their operational strategies, including inventory management across regions, to better meet shopper demand.
Approach
Commercify360's analysis of SkinInspired's performance revealed key areas for improvement. The brand's organic sales contribution was only 5%, indicating a heavy reliance on paid advertising.1 They had low visibility for top keywords and only 10 converting keywords, while their potential hero product, a retinol night cream, had a high best-seller rank of 200+.2
To address these issues, Commercify360 utilized various tools, including Amazon Brand Analytics, to gather competitive intelligence. They developed a positioning strategy highlighting SkinInspired's product features and premium quality, using Sponsored Products, Sponsored Brands, and Sponsored Display ads to engage audiences throughout their purchasing journey.
Commercify360 revamped SkinInspired's product listings with improved descriptions, images, and infographics. They launched an immersive Brand Store and used Sponsored Brands video to amplify brand awareness. Manual and automatic campaigns were implemented for each product, employing AI tools for dayparting and bid optimization.
To align with SkinInspired's 70-day repurchase cycle, Sponsored Display ads engaged users within a 90-180 day window. Commercify360 also activated seven high-opportunity Fulfillment by Amazon regions to improve stock availability and fulfillment speed. Throughout the campaign, Commercify360 continuously monitored performance metrics, conducted A/B tests, and made strategic adjustments to optimize results. This comprehensive approach aimed to boost SkinInspired's visibility, sales, and operational efficiency on Amazon.
Results
After implementing the strategic initiatives from their partnership with Commercify360, SkinInspired saw performance improvements across a wide range of metrics. The campaign drove a 596% increase in clicks, while simultaneously reducing the advertising cost of sales (ACOS) by 14%.3 This efficiency boost was reflected in the impressive return on ad spend (ROAS), which soared to 170%.4
SkinInspired also saw their retinol night cream hero product’s best-seller rank rise from 200 to 20; this product now contributes to 40% of the brand’s overall sales portfolio.5 Additionally, SkinInspired’s organic sales grew from 5% to 30% of total sales.6 All in all, the brand witnessed a 667% spike in total sales and a 1,290% boost in new-to-brand customers.7
Commercify360 plans to continue their collaboration with SkinInspired as the brand expands its product offerings on Amazon and pursues additional growth in new regions. In recognition of the effectiveness of their approach to driving growth for emerging brands like SkinInspired, Commercify360 won the Challenger Award at the 2024 Amazon Ads Partner Awards.
Piyush Jain, Founder, SkinInspiredWe are elated by this achievement and fully confident that, with Commercify360’s ongoing support, we will double our success in the next six months.
Sources
1–7 Commercify360, India, 2023-2024