Goals

Using quiet, clean tools makes landscaping more of an art than a job. Power-tool company Greenworks provides cordless, battery-powered landscaping and commercial tools for professionals and do-it-yourself enthusiasts alike. The brand’s signature green color is more than just eye-catching—it’s a promise that their innovative, clean equipment can help get any job done with no gas, no toxic emissions, and no headaches.

Greenworks offers an extensive catalog of tools and equipment on Amazon. However, effectively educating shoppers on the breadth and depth of their products proved to be a challenge, especially with a limited marketing budget. The brand wanted to accelerate sales and kick-start new growth.

Greenworks began rethinking their advertising strategy to expand growth opportunities, retain existing shoppers, and reach new-to-brand (NTB) audiences. They teamed up with Amazon Ads partner Xnurta to develop a full-funnel campaign for building brand awareness, which earned Xnurta the Beyond the Funnel Innovation Award in the 2024 Amazon Ads Partner Awards.

Approach

Greenworks’ biggest challenge was reaching shoppers with their unique products in a crowded category. Xnurta knew that video ads could showcase the brand’s products more effectively than traditional sponsored or banner ads alone. So they developed a comprehensive, multifaceted strategy that emphasized using video ads in the upper funnel to increase reach and awareness. Primarily, they used Streaming TV and online video (OLV) ads to highlight both Greenworks’ products and innovation with impactful storytelling. They maximized the campaign’s efficiency by setting tight, audience-level frequency caps on the ads.

Greenworks and Xnurta wanted to ensure continuous visibility for the brand, so they also maintained an always-on presence with Sponsored Products and Sponsored Brands ads. These ad formats helped drive high-intent traffic and conversions. In addition to these standard ads, the companies explored more creative reengagement tactics. Their strategy focused on reengaging video ads audiences through Amazon DSP across channels including Alexa, Twitch, IMDb.com, and other third-party open exchange supply sources.

Insights from Amazon Marketing Cloud (AMC) and Amazon DSP aided in optimizing the campaign. Greenworks and Xnurta accessed insights across the entire customer journey to understand the impact of their strategies at each stage. For example, they discovered high-affinity audiences by analyzing viewers and purchasers of certain products, which uncovered additional reengagement opportunities. Plus, they applied attribution models from the AMC Hub, which use advanced information to measure cross-channel influence and customer touchpoints. Thus, the companies gained nuanced audience insights that helped optimize budget allocation, messaging, and reach to drive efficiency and ultimately exceed campaign goals.

Results

With the help of the innovative full-funnel campaign strategy from Xnurta, Greenworks achieved a significant year-over-year (YoY) improvement in key performance areas without changing their budget. The brand’s ad click volume increased by 15% YoY, with a similar rise in click-through rates.¹ Return on ad spend also grew by 10% YoY.² Additionally, Greenworks boosted NTB shoppers by 10% YoY.³

Xnurta also noted that the categories promoted by Amazon DSP video ads in particular exceeded sales growth goals compared with the categories that didn’t use video ads. Video advertising is now part of Xnurta’s always-on strategy across all full-funnel campaigns of their enterprise clients. The partner’s full-funnel approach and creative reengagement strategies helped drive efficiency and results for Greenworks and earned them the 2024 Beyond the Funnel Innovation Award.

Sources

1. ^1–3 Xnurta, US, 2024.