The baby care category, which includes essential products like baby wipes, prams, and rockers, is crowded with a few big players on one end and number of smaller players on the other end. For Luvlap to gain visibility and product discoverability was a challenge, which they addressed by using Amazon Advertising's sponsored ads. Amazon Advertising currently contributes to 1 out of 4 units being sold for Luvlap on Amazon.in.
The baby care category is a niche category, and one of LuvLap’s primary marketing objectives was to reach more relevant shoppers. They created strong Sponsored Brands campaigns, which got them instant visibility, and targeted Product Display Ads* that got their products visibility from highly relevant shoppers. This led to an exponential increase in their overall reach, with their sponsored ads getting viewed 220+ million times in 2016 alone.
To instantly increase visibility of both old and newly launched products, LuvLap created Sponsored Products ads, which included images and described price points and features that matched targeted shoppers’ product requirements. Not did they get attention from relevant shoppers for these products – with a 1500% growth in impressions from the first to the fourth quarter – but they also encouraged clicks and conversions.
LuvLap was pitted against the big category players with established brand names, both on and off Amazon. With such strong competition, Amazon Advertising ads helped to increase purchase consideration for LuvLap products, resulting in their ad-attributed sales accounting to 25% of overall sales on Amazon.
*Product Display Ads audience and product targeting features are now accessed within Sponsored Display.