Goal Zero partners with Buy Box Experts to power up a full-funnel product strategy
Since 2009, Goal Zero LLC has been a leader in innovative portable power solutions. When launching their latest product, the Yeti X line, Goal Zero partnered with agency Buy Box Experts to build out a full-funnel product launch strategy to increase brand awareness and discoverability across the generator and portable power categories.
Goal Zero started working with Buy Box Experts in March 2021. Buy Box Experts provides consulting, advertising, content creation, and channel management services for brands selling in Amazon’s store. They help brands launch and grow on Amazon, both in the US and within Amazon’s international marketplaces.
Connecting to new customers
Goal Zero challenged Buy Box Experts to educate Amazon shoppers on the features and benefits of Goal Zero portable generators in the generator and portable power category, which was led by a competitor. Additionally, Buy Box Experts strategized to drive traffic and successfully launch Goal Zero’s top priority product, the Zero Yeti 1000 Core Portable Power Station, which was uniquely placed in a premium price category.
Buy Box Experts focused on return on advertising spend (ROAS), advertising cost of sales (ACOS), Total detailed page view (DPV) branded searched, add-to-carts, sessions, and total order product sales (OPS) as KPIs to measure partnership success.
A full-funnel strategy for launch
To launch the Zero Yeti 1000, Buy Box Experts built out an awareness-focused strategy to learn how the purchase journey worked with shoppers in the generator and portable power category. Buy Box Experts focused on a broad strategy to reach potential customers browsing in adjacent lifestyle keyword categories to grow the remarketing pool and increase traffic to Goal Zero product pages.
Buy Box Experts leveraged Amazon DSP, sponsored ads, Stores, as well as Streaming TV ads, using an always-on strategy. Reaching audiences across the purchase funnel, Buy Box Experts used campaigns to reach potential customers and those who recently browsed similar categories, including Amazon audience categories such as outdoor enthusiasts, premium camping, and backcountry skiing.
“It’s critical to have your listings and storefront optimized before launching advertising campaigns. Advertising provides the traffic, and the pages provide the conversion rate. Compare your pages to the pages of your competitors and ensure that you are at least a step above them in quality.”
— Dave Vermeulen, Director of DSP, Buy Box Experts
Amazon Ads products and strategies used
Sponsored Products: Buy Box Experts utilized branded and non-branded campaigns for all of Goal Zero’s branded terms. The branded campaigns made it easier for audiences to find Goal Zero products, while the non-branded campaigns were focused to reach the most relevant search terms in the generator and portable power category that helped increase Best Seller Rank.
Sponsored Brands and Sponsored Brands video: Sponsored Brands Video was used to help engage and educate shoppers in the category, while Sponsored Brands helps drive customers to the Goal Zero Store where they could access its full product line showcase.
Sponsored Display: Buy Box Experts used Sponsored Display vCPM bidding (optimized for viewed impressions) to go out of aisle and focus on related categories outside Goal Zero’s main category and discover new audiences interested in Goal Zero’s products.
Amazon DSP and Streaming TV ads: Buy Box Experts reached and engaged shoppers Streaming TV ads, including Streaming TV studio ads, online video, and custom lifestyle formats. Sponsored Display was utilized to remarket the video ads to viewers across the funnel to increase brand awareness and halo effect.
A winning combination
Since launching a Streaming TV ad campaign alongside a full-funnel marketing strategy, Goal Zero saw an increase in branded search rate and overall brand awareness. From July 2020 through January 2021, Goal Zero reached over 1.8M unique customers across Streaming TV ads alone and reengaged shoppers by remarketing across multiple marketing channels with strict frequency capping.1 91K branded searches can be attributed to Amazon DSP since launching Streaming TV ads in 2021, and detail page views have increased +75%. 2
Goal Zero saw a 66% increase in sales YOY 2020 versus 2021.3
“Goal Zero has been a great partner and we have really enjoyed working with them on their product launch. We’re excited to see the growth of their brand and to continue to find new and creative ways to market their products.”
— Liz Adamson, VP of Advertising, Buy Box Experts
Goal Zero continues to empower customers with smart, portable power solutions, learn more here.
1-3 Advertiser-provided data, United States, 2021