Case Study
Oceanwing uses streaming TV and online video ads to help Sihoo engage new audiences
Goals
- Stand out in the highly competitive office-chair category
- Engage high-value users by promoting products and brand across multiple channels
Approach
- Expanded media approach across diverse traffic sources to engage audiences across the customer journey
- Employed audience insights to identify and reach high-potential segments
- Implemented a holistic, full-funnel approach to optimize brand awareness and conversions
Results
- 100% growth in traffic, meeting Sihoo’s expansion goals
- 360% increase in click-through rate, showing improved consumer engagement
- 125% increase in branded-search volume, demonstrating enhanced brand awareness
- 280% increase in incremental reach, measured by session data and AMC funnel analysis
When you spend hours sitting at a desk, the perfect office chair can make all the difference. But with countless options available, it can be challenging to find the right fit. Sihoo, a specialist in ergonomic furniture, provides seating options that are not only comfortable but also backed by technology.
Sihoo’s products are characterized by superior quality and premium pricing. In the highly competitive office-chair category, the brand needed to find a way to stand out and speak to buyers more effectively. Specifically, Sihoo wanted to promote their products and brand across multiple channels to engage high-value consumers looking for premium furniture.
Doro S300 "Gravity-Defying" Ergonomic Chair
Lumbar Love Endless Comfort
Crafting a multimedia advertising strategy
To achieve their goals, in 2024, Sihoo began working with Amazon Ads partner Oceanwing, an agency that specializes in full-cycle account management services for integrated Amazon optimization. Oceanwing devised a comprehensive multimedia strategy to help drive traffic and acquire new consumers, increase overall sales, and expand Sihoo’s revenue share. Not only did the partner focus on conventional ads like Amazon DSP and Sponsored Products, but they also incorporated three additional formats: online video (OLV), Streaming TV, and with Special Offers ads. By adopting a mix of ad solutions, Oceanwing looked to reach and engage audiences across diverse traffic sources.
Oceanwing conducted customer and commercial research to determine how they could best use Amazon Ads solutions at different stages of the consumer funnel. They identified video content as having a high engagement rate; audiences were more receptive to ads on their TVs or tablets compared with other sources.1 Additionally, Oceanwing used audience segment insights from Amazon Marketing Cloud (AMC) to identify untapped segments with a high potential for sales.
To refine their strategy, Oceanwing used AMC to analyze the role of each ad type in the conversion path. They found that 21% of customers consider video ads as their first touchpoint, making them ideal for attracting new users.2 To promote Sihoo’s products and boost their brand presence, Oceanwing strategically employed Amazon DSP and Sponsored Brands ads. They complemented this approach by placing Sponsored Display ads on competitors’ product pages, redirecting traffic to Sihoo’s listings. Additionally, the partner used Sponsored Products ads to engage high-intent shoppers who were actively searching for office chairs on Amazon.
Boosting brand awareness and competitiveness
With the groundwork laid, Oceanwing launched Sihoo’s Amazon DSP campaign, initially engaging mid-to-lower funnel audiences. Within two weeks, they achieved their desired return on ad spend, so it was time to expand their reach and boost their own website traffic. At this stage, Oceanwing introduced OLV ads, which increased the click-through rate (CTR) for the Amazon DSP awareness funnel and video campaigns from 0.4% to 1.0%.3 After one month of consistent ad placement, the partner observed 100% growth in traffic.4
Encouraged by the positive results, Oceanwing expanded the advertising channels to include Streaming TV and Fire tablet with Special Offers ads. Introducing Streaming TV ads helped boost the CTR by 360% and branded search by 120%.5 Fire tablet with Special Offers ads also achieved a 200% increase in detail-page view rate compared with pre-campaign levels.6
For advertisers just getting started with Amazon Ads, it’s crucial to adopt a holistic marketing approach that spans the entire consumer funnel. This not only helps reach a broader audience but also ensures that your ads are seen in contexts where users are more receptive.
— Joe Wu, CEO, Oceanwing
Showcasing the power of multichannel advertising
By using a diverse mix of ad formats and strategically engaging audiences, Oceanwing effectively expanded Sihoo’s traffic and boosted their conversion rate. The coordination of ads both on Amazon and outside of Amazon empowered Sihoo to reach new customers and defend against competitors, ultimately leading to a 38% increase in conversion rate in one month.7
Additionally, Sihoo increased their incremental reach by 280% thanks to the multichannel approach.8 This growth was measured by matching listing session data provided by customers and using the AMC marketing funnel to observe changes in user behavior across channels. By investing in upper-funnel marketing activities, Sihoo improved brand awareness and competitiveness, with a 125% growth in branded-search volume.9
Our work with Amazon Ads has been instrumental in driving growth for Sihoo in the highly competitive office-chair category. This collaboration has truly exemplified the power of a well-rounded, data-driven advertising strategy.
— Joe Wu, CEO, Oceanwing
1-9 Sihoo, DE, UK, 2024