Case Study
Tinuiti helps first aid brand Welly heal from budget cuts to boost sales and conversions
Goals
- Maintain competitiveness despite 80% year-over-year budget reduction
- Increase return on ad spend
- Achieve a spend-to-total sales ratio of 20%
Approach
- Used AMC insights to pause ASINs with a low return on ad spend and focus on top performers
- Deployed Sponsored Products, Sponsored Brands, and Sponsored Display ads to boost visibility
- Used Amazon DSP to reengage shoppers who had previously viewed Welly products
Results
- 103% exceedance of projected sales for Q1
- 105% year-over-year increase in return on ad spend
- 60% year-over-year increase in conversion rate
- 52% year-over-year boost in click-through rate
The Amazon Ads Partner Awards recognize innovation, creativity, and effectiveness in digital advertising. For the Challenger Award, which honors partners that deliver impactful strategies that exceed business objectives on a lean budget, we’re proud to spotlight Tinuiti. Their work with health and first aid brand Welly demonstrates the potential for growth through advertising—even in the face of financial constraints.
Welly takes a uniquely light-hearted approach to first aid, offering colorful bandages, first aid kits, and skin-care products designed to make the healing process more appealing to kids and parents alike. In 2023, the brand looked for help healing from something too: a dramatically slashed Amazon Ads budget.
In an industry where visibility matters more than ever, Welly sought a partner who could amplify their story in a cost-efficient way. Enter Amazon Ads partner Tinuiti, who helped Welly recover from the cuts to their budget and, in so doing, secured a coveted spot as a 2023 Challenger Award finalist.
Healing budgetary challenges
Due to overarching cost-cutting measures, Welly needed to decrease their full-year Amazon Ads budget by 80% year over year (YoY) in 2023. These budget constraints posed a significant challenge; despite the reduction in financial resources, Welly was expected to remain just as competitive and relevant to their audience as ever.
The brand also needed to create as much efficiency and growth as possible, especially in terms of their return on ad spend (ROAS). A high ROAS demonstrates that every advertising dollar is put to good use, effectively driving sales and fostering customer loyalty.
Crafting a recovery strategy
Tinuiti deployed a comprehensive advertising strategy for Welly that sought to optimize budget efficiency. As key performance indicators (KPIs) for the campaign, the partner specified an ROAS of 2.45 and a spend-to-total sales ratio of 20%. To accomplish these objectives, Tinuiti adopted a mixture of Amazon Search and Amazon DSP tactics, with a 75% and a 25% split between the channels, respectively. Using insights from the Amazon Marketing Cloud (AMC), they first paused advertised Amazon standard identification numbers (ASINs) that delivered low ROAS. Then they identified high-performing hero ASINs for comprehensive coverage without overlapping campaigns. This consolidation cut down the number of advertised ASINs by 44%.1 Tinuiti also invested more of the budget into campaigns for higher-performing products, which further optimized ad spend.
Within the realm of Amazon Search, Tinuiti adopted a range of Amazon Ads products to amplify Welly’s presence. For example, they used Sponsored Products auto campaigns to identify keywords and competing ASINs, harnessing this information to run Sponsored Products manual campaigns. Tinuiti also ran Sponsored Brands, Sponsored Brands video, and Sponsored Display to reach audience segments with a high likelihood of conversion and shoppers searching for similar products. These campaigns helped augment Welly’s brand visibility.
To round out their strategy, Tinuiti tapped into the capabilities of Amazon DSP. By using demand-side campaigns to reengage with shoppers who had previously viewed Welly’s products, the partner bolstered brand recognition among potential customers. The Triple Overlap report from AMC highlighted a 5x increase in conversion rates for audiences exposed to both Amazon DSP and Sponsored Products campaigns versus Sponsored Products alone.2 This reinforced the importance of using the demand-side solution, even within Welly’s tightened budget.
Measuring campaign success
With the strategies implemented by Tinuiti, Welly saw impressive results. The brand surpassed their first quarter sales projections by 103%—a noteworthy achievement considering their spend-to-sales ratio of 10%, which exceeded their 20% goal.3 They also increased their YoY ROAS by 105%.4 Furthermore, Welly’s conversion rate increased by 60% YoY, and their click-through rate saw a 52% YoY boost.5
These outcomes not only highlight the success of the collaboration between Welly and Tinuiti, but also serve as a testament to the partner’s expertise. In recognition of their role assisting the first aid brand’s recovery, Tinuiti has earned a position as a finalist for the 2023 Challenger Award.
1-5 Welly, US, 2023