Barcel USA, a subsidiary of Mexico City-based Grupo Bimbo, is a manufacturer of packaged food products. The company produces a wide range of popular savory snacks, sweets, and nuts. One of Barcel’s most popular product lines in the US is Takis, rolled corn tortilla chips that come in a variety of spicy and tangy flavors. In December 2018, Barcel began selling on Amazon to build a new sales channel and drive demand of its snack products.
Before launching its new Panditas and Ricolino snack products on Amazon, Barcel decided to leverage the help of an agency focused on Amazon Advertising. They wanted to test whether working with an agency would help accelerate its sales growth in the grocery and gourmet food categories. In March 2019, Barcel began working with Bobsled Marketing, a full-service agency that helps brands scale and drive sales growth on Amazon.
With the goal of driving brand awareness and sales growth, Bobsled Marketing first turned its attention to ensuring Barcel’s product listings were retail ready. Using its own keyword research to understand which terms were most relevant to Barcel’s products, Bobsled Marketing made optimizations to the copy of each product detail page. Bobsled Marketing then built out entirely new product listings for the upcoming launches of new Barcel products on Amazon.
After making changes to Barcel’s product detail pages, Bobsled Marketing began building a Store to further tell its brand story. The Store would help provide a visual and engaging way for shoppers to engage with the brand and allow Barcel to have the freedom to capture the fun and vibrant personality of products like Takis.
Bobsled Marketing’s 3 tips for creating a Store to drive sales on Amazon:
With Barcel’s Amazon presence now completely retooled and retail ready, Bobsled Marketing began developing its Amazon Advertising strategy to help deliver Barcel’s awareness and sales growth goals.
Bobsled Marketing used its extensive keyword research as a foundation along with product and automatic targeting for its first Sponsored Products campaigns. This prework allowed Barcel to drive sales almost immediately at launch. Bobsled analyzed the automatic targeting campaign performance each week to select and scale new keywords.
Next, Bobsled Marketing turned to Sponsored Brands to deliver on Barcel’s brand awareness goal and support its new product launches. Using the learnings from its own keyword research and Sponsored Products campaign performance, it was able to prioritize relevant keywords, deploying a testing methodology to improve campaign performance. Every 90 days, Bobsled Marketing would deliver a report and would try out different versions of the customizable headline copy and the products selected. It then secured alignment with Barcel on its next campaign tests and suggested budget allocations. This process allows Bobsled Marketing to create a constantly evolving performance-driven strategy for Barcel.
The key to Bobsled Marketing’s success is how it used reporting to continually help improve the performance of its Sponsored Products and Sponsored Brands campaigns. Below are some examples of how it used the different Amazon Advertising report options to inform its strategy:
Bobsled Marketing’s work to improve Barcel’s Amazon presence through retail readiness optimizations and a diverse Amazon Advertising strategy yielded strong results against the client goals.
As of October 2019, Barcel’s Mini Takis (Fuego Flavor) ranked within the top 10 Amazon Best Sellers for “Corn Chips & Crisps.” Its Amazon Advertising campaigns helped the brand reach new audiences and engage shoppers, generating over 7MM impressions.