Case study
Xnurta, Seasonal Sales Strategy Partner Awards finalist, helps Heybike grow sales 30%
Xnurta helped Heybike transform seasonal challenges into opportunities by leveraging Amazon Ads solutions to maintain growth during traditionally slow periods.
key insights
30%
Increase in December sales compared to the previous year
20%
Year-over-year increase in new-to-brand shoppers
30%
Of Q4 revenue earned in just four Black Friday Cyber Monday days
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Seasonal Sales Strategy (AMER) category recognizes partners who demonstrate how they used Amazon Ads solutions to gain insights to help maximize key shopping moments and build lasting value for the audience. Xnurta is a finalist in this award category for their campaign that helped Heybike increase December sales 30% year-over-year, despite the seasonal category slowdown that typically happens in Q4.
Goals
Heybike, a company that sells e-bikes, had a complex challenge: maintaining sales momentum during Q4, traditionally an off-season for e-bikes when demand typically drops by more than 50%. Heybike faced additional hurdles in 2024, including record-high advertising costs and a saturated category with frequent discounting from competitors. Heybike needed to protect margins while reaching new audiences and maintaining sales momentum. Beyond these immediate challenges, Heybike aimed to build a sustainable growth strategy that would help them engage with potential shoppers year-round, not just during peak seasons.
Heybike partnered with Amazon Ads Advanced partner Xnurta to find innovative ways to drive growth without relying on price reductions as the only lever. This case study demonstrates how to turn a seasonal downturn into growth opportunity through an insights-driven, full-funnel strategy. Despite Q4 being off-season for e-bikes, Xnurta and Heybike used Amazon’s video and audience solutions—combined with first-party data and AMC—to deliver strong direct-to-consumer (DTC) site performance.
Approach
Xnurta implemented a sophisticated three-phase strategy to help unlock full-funnel value. The pre-event phase focused on building awareness through emotional storytelling. During peak periods, the strategy shifted to converting engaged audiences through performance-focused formats. The post-event phase extended sales momentum by developing compelling gifting narratives.
Each phase was powered by insights from Amazon Marketing Cloud (AMC), Heybike’s audience signals, and media mix optimization across Amazon DSP and video ads. AMC audience analysis revealed promising opportunities among family and female riders—both segments that have longer decision cycles and were under-utilized because competitors weren't pursuing them. Analysis also showed high engagement and retention from video viewers. AMC also surfaced gifting segments post-Black Friday Cyber Monday. These insights shaped targeting, messaging, creative sequencing, and remarketing logic throughout the campaign.
Yifan Li, COO, HeybikeXnurta helped us tap into AMC to uncover real audience opportunities and match them with the right Amazon Ads
Results
The campaign met and exceeded its goals including delivering 30% of the brand’s goal for Q4 revenue in just four Black Friday Cyber Monday days.1 Despite the seasonal category slowdown, December sales increased 30% compared to the previous year.2 The strategy proved particularly successful in connecting with new, relevant audiences, with a 20% year-over-year increase in new-to-brand shoppers.3
These strong results are an example of how seasonal pressure can drive innovation, integration and business impact. This success validated Xnurta's innovative approach to turning seasonal lulls into opportunities for growth through strategic audience engagement and creative messaging. This success also prompted Heybike to increase their investment and expand their usage of Amazon Ads solutions.
Sources
1-3 Heybike, U.S., 2024.