Case Study
How Clovia and Adbrew built a full-funnel strategy to boost new-to-brand orders in India by 80%
Goals
- Increase average order values, boost conversion rates, and reduce advertising cost of sales
- Reach new-to-brand customers in India to drive sales growth
- Boost ad revenue and total sales while maintaining the budgeted advertising cost of sales
Approach
- Prioritized Sponsored Products using automatic and manual campaigns to increase visibility
- Used Sponsored Brands to reach customers browsing within their category and optimize Brand Store
- Used Sponsored Display to reengage new-to-brand customers at various stages of the buying process
- Used Amazon Marketing Stream (AMS) insights to analyze ad performance and optimize bids and budgets
Results
- 49% increase in ad revenue between November 2022 and April 2023
- 31% increase in total sales between November 2022 and April 2023
- 80% increase in new-to-brand orders using Sponsored Display
- 24.96% advertising cost of sales achieved, below the campaign goal of 27%
The Amazon Ads Partner Awards is a program that recognizes outstanding marketing campaigns that drive results for clients. The Performance Award is given to an advertising partner that used multiple ad solutions to generate impressive growth. Adbrew is the 2023 winner for their exceptional work using varied solutions to increase sales for lingerie company Clovia on Amazon India.
What you wear impacts how you feel, which is why the India-based lingerie company Clovia offers more than 50,000 products for customers with diverse tastes. But as Clovia soon realized, managing so many products in a competitive category can be a difficult balancing act.
When Clovia’s month-over-month sales growth began to slow, the brand realized they needed to refresh their marketing strategy. Specifically, they wanted to boost average order values, increase conversion rates, and reduce advertising cost of sales (ACOS). So Clovia teamed up with Amazon Ads partner Adbrew to develop a full-funnel strategy to meet these goals while also reaching new-to-brand (NTB) customers in India.
Optimizing Clovia’s marketing strategy with insights and automation
To develop an effective strategy while keeping ACOS low, Adbrew helped Clovia determine which sponsored ads campaigns impacted sales the most. Then, they divided their advertising budget accordingly.
Adbrew allocated the majority of Clovia’s ad budget to Sponsored Products, as it was the high-performing ad type in their campaign mix based on ad revenue. They used a combination of automatic and manual reach with their Sponsored Products campaigns for two main purposes: prospecting new customers who were searching for relevant category-specific keywords on Amazon, and defending Clovia’s branded searches and product pages to attract shoppers who were already aware of the brand.
Next, the teams used Sponsored Brands to help reach customers browsing within their category. To maximize the effectiveness of their Sponsored Brands campaigns, Adbrew helped optimize Clovia’s Brand Store by prominently displaying their top-performing products. By showcasing hero products and adding or improving sub-pages, Adbrew enhanced the overall buying experience for Clovia’s shoppers.
Finally, they used Sponsored Display campaigns to reach shoppers at various stages of the buying process, from awareness to consideration and purchase. These campaigns focused on increasing impressions, page visits, or conversions. By reengaging with NTB customers who viewed products, they intended to increase conversions and also brand loyalty.
Adbrew used Amazon Marketing Stream (AMS) insights to analyze how Clovia’s ads performed hourly. This allowed Adbrew to optimize bidding and budgets across their ad sets. As a result, the partner maximized the impact of ad spend and made the campaigns more relevant to shoppers.
Increasing total sales and attracting NTB shoppers
Over six months, the full-funnel strategy delivered results that exceeded goals in key performance metrics. Ad revenue increased by 49% and total sales by 31% between November 2022 and April 2023.1 Adbrew achieved these results while maintaining an ACOS of 24.96%—below the campaign goal of 27%.2
Clovia also met their goal of attracting new customers. By using Sponsored Display, NTB orders increased by 80%.3 In addition, Clovia’s share of voice in Sponsored Brands increased from 4.87% to 9.03%.4
For Adbrew, this full-funnel strategy demonstrated the importance of prioritizing a clear campaign structure and optimizing daily budget allocation to help maximize results. They also launched faster, more consistent campaigns thanks to built-in automation and measurement systems. In the future, Adbrew will continue to use Amazon Marketing Stream (AMS) insights to tailor their strategies and help clients meet their goals.
Thanks to Adbrew’s exceptional support and expertise, we have seen a remarkable 50% growth in our business on Amazon. Their use of technology and digital shelf analytics has helped us gain a competitive edge and achieve impressive results. They truly go above and beyond to help their clients succeed.
- Soumya Kant, cofounder, Clovia
1-4 Adbrew, IN, 2023