Case Study
O3M Directional Marketing helps VNH Naidu Hall boost sales by 78% on Amazon India
Goals
- Establish a strong digital presence for VNH Naidu Hall on Amazon India
- Efficiently promote the brand’s extensive product catalog with a limited daily ad budget
- Improve campaign performance and competitiveness against established brands
Approach
- Ran Sponsored Brands and Sponsored Display campaigns to promote highest-performing products
- Conducted a thorough campaign exploration, testing ad formats, keywords, and audience strategies
- Used insights from Amazon Ads API for data-driven optimization and bid adjustments
Results
- 40% increase in clicks compared to the previous period
- 98% surge in order volumes, surpassing the original 5% goal
- 121% increase in new-to-brand orders
- 99% increase in new-to-brand sales
O3M Directional Marketing recently earned the 2023 Challenger Award at the Amazon Ads Partner Awards for working with VNH Naidu Hall on a unique, insights-driven campaign, which boosted sales, optimized spending, and captured new customers. The Amazon Ads Partner Awards recognize innovation, creativity, and effectiveness in digital advertising, including in the Challenger Award category, which honors partners delivering impactful strategies that exceed business objectives on a limited budget.
For nearly a century, VNH Naidu Hall has been a go-to choice for affordable, high-quality lingerie in Tamil Nadu in South India. As the brand has evolved, they’ve expanded their product collection, introducing items tailored to the next generation of their customer base. But when they started selling on Amazon India, they ran into challenges managing their expansive catalog themselves.
That’s where partner O3M Directional Marketing stepped in. Their resulting advertising strategy improved campaign results for VNH Naidu Hall while also earning O3M Directional Marketing the Challenger Award for the Asia–Pacific region at the 2023 Amazon Ads Partner Awards.
Assessing the online landscape for a digital path
With online shopping continuing to rise, VNH Naidu Hall wanted to have a strong digital presence, especially on Amazon. But because they had a limited daily ad budget and an expansive product catalog, it was difficult for the company to promote their offerings with efficiency and effectiveness. They also faced competition from established brands.
From March to April 2023, O3M Directional Marketing adopted a holistic and insights-driven approach to revamp VNH Naidu Hall’s advertising strategy on Amazon. First, the partner optimized their daily ad budgets, running Sponsored Brands and Sponsored Display campaigns to highlight their highest-performing products and to reach customer segments that were likely to purchase an item from the brand. Sponsored Products ads supported the rest of the products within their vast catalog. By prioritizing items based on performance and profitability, the partner helped spend the advertising budget effectively—helping drive more efficient return on investment.
O3M Directional Marketing also conducted a thorough campaign exploration for VNH Naidu Hall that tested various ad formats, keywords, and audience strategies. As a result, they were able to identify the most effective strategies that resonated with the brand’s audience, which improved campaign performance.
The partner took an insights-driven approach to campaign optimization, using insights from sources such as the Amazon Ads API. For example, they adjusted bids based on return on ad spend (ROAS) and advertising cost of sales (ACOS) insights, which helped further optimize spending. They also implemented long-term strategies to boost VNH Naidu Hall’s product visibility and competitiveness, such as redesigning the brand’s Store.
Driving sales success on Amazon India
The revamped strategy yielded tangible results for VNH Naidu Hall. In April 2023, the brand saw a 40% increase in clicks compared to February 2023.1 Order volumes surged by 98%, which surpassed the original goal of 5%, and sales increased by 78%.2 VNH Naidu Hall also boosted engagement among new customers: new-to-brand orders and sales increased by 121% and 99%, respectively.3 The campaign was also more cost-efficient than the company’s previous strategies, with ACOS decreasing by 23%.4 Additionally, ROAS increased by 29% in April 2023 compared to February 2023.5
O3M Directional Marketing’s strategic and impactful approach didn’t go unnoticed, earning them the 2023 Challenger Award for the Asia–Pacific region. As they move forward, the partner will continue to apply insights-driven strategies to help brands find success—even on a limited budget.
We are thrilled to be recognized with the 2023 Challenger Award for our work with VNH Naidu Hall. This achievement reflects our commitment to delivering insights-driven strategies that drive exceptional results. Our team’s innovative approach and dedication have not only optimized spending and boosted sales for our clients but also captured new customer segments. We look forward to continuing our journey of excellence and innovation in digital marketing.
- Renjith Rajan, founder and CEO, O3M Directional Marketing
1-5VNH Naidu Hall, IN, 2023