True confidence comes from being proud of yourself, body and mind. Megababe Beauty (Megababe) helps consumers feel comfortable in their bodies by bringing taboo issues such as thigh chafing and body odor to the forefront with a line of all-natural, vegan body-care items.

Megababe began selling on Amazon in 2017 and quickly carved out a place in the fast-moving beauty category—an impressive feat for a brand navigating advertising restrictions around sensitive products. However, as other brands with bigger teams and budgets expanded, Megababe faced two major challenges: maintaining share of voice and scaling advertising to drive incremental growth. The brand knew that to continue spreading their body-positive message, they needed creative and cost-effective ways to build brand awareness.

In May 2023, the brand reached out to Amazon Ads partner Flywheel, which specializes in growth optimization. Megababe wanted to grow their share of voice, draw in new audiences, and gain insight into customer behavior to empower incremental growth. Flywheel helped create a powerful upper-funnel ad campaign to meet and exceed these goals with Megababe’s limited budget—winning the Challenger (Americas) Award in the 2024 Amazon Ads Partner Awards.

Reaching ambitious goals with upper-funnel strategies

Megababe approaches advertising with creativity and a willingness to experiment and learn. Flywheel aligned with Megababe’s passion and worked to pursue their ambitious goal of reaching 50% year-over-year (YoY) sales growth in 2024. The companies’ first priority was increasing share of voice, which they achieved by implementing an advanced campaign structure across Sponsored Products, Sponsored Brands, and Sponsored Brands video ads. To focus bidding on flagship search terms for Megababe, Flywheel used granular campaigns. Using Flywheel’s proprietary algorithms and tools, Megababe won top of search more frequently, which further boosted their share of voice.

Next, to increase brand awareness, the companies shifted their focus—and their budget—to top-of-funnel strategies. They prioritized high-affinity audiences, using custom creatives for each of Megababe’s products in Amazon DSP, and Streaming TV ads to gain as many relevant impressions as possible. To maximize the impact of their upper-funnel strategy and enhance their position, Megababe and Flywheel increased budget allocation to top-of-funnel ads leading up to Prime Day in July 2024. By re-engaging audiences with bottom-of-funnel marketing tactics, the companies harnessed the increased traffic to win new-to-brand (NTB) sales.

Megababe and Flywheel relied on insights from Amazon Marketing Cloud (AMC) to drive efficiency throughout the campaign. For example, the companies discovered that before the campaign, Megababe had been running out of budget before 4 p.m.—just before their peak sales time of 5–8 p.m., so they shifted spend to hours with higher impressions, sales, and conversions. They also used AMC reporting capabilities to inform and optimize the campaign, thus not only reaching NTB audiences but also converting existing customers into repeat purchasers. Optimizing audiences, strategies, and keywords helped the brand reach their goals without overspending.

Exceeding expectations with award-winning results

The campaign helped Megababe successfully exceed their goals, achieving growth of 533% in attributed sales and 80.9% in YoY sales in 2024.¹ They also saw increases in their share of voice for several top category keywords. In fact, in August 2024, their top-of-search share for Sponsored Products increased by 5,000x compared with that before the campaign.² The brand was also successful in reaching new audiences; by Q3 2023, Megababe achieved a 25% increase in total NTB purchases and a 70% NTB purchase rate.³

Achieving these impressive results for Megababe on a limited budget earned Flywheel the 2024 Challenger (Americas) Award, and the partner is taking their learnings even further. Moving forward, Flywheel will give even higher priority to innovative top-of-funnel techniques to drive bottom-of-funnel results for their customers. Additionally, they plan to enhance their strategies for tentpole events such as Prime Day to further elevate their customers’ success.

Sources

1. ^1–3 Flywheel, CA, 2024.