Case Study
How keto candy brand added some Oomph! to their marketing strategy with Amazon Ads branded products
Approach
- Launched with Sponsored Products
- Implemented a cross-product strategy using Sponsored Products and Sponsored Brands
- Added Sponsored Display to increase competitive advantage
- Tested campaign formats to see what worked best
Results
- 270% increase in revenue growth
- 90% of sales came from new-to-brand customers
- 20% of total revenue attributed to Sponsored Brands Videos
- 303% month-on-month increase in branded searches
Oomph! Sweets is a keto-friendly sweet company and the brainchild of a group of candy experts developed in an idea incubator in Santa Monica, CA. With Michelin-starred chef at the helm, the brand had a vision to empower consumers to reconnect with their inner child and push the boundaries on candy innovation, developing a range of candies using functional ingredients such as apple cider vinegar, lion’s mane mushroom, and acerola. After years of market research about the healthy sweets industry, Oomph! launched with a portfolio of better-for-you candy, spreads, snacks and beyond.
Turning browsers into buyers was an instant priority in their competitive category and they found that Sponsored Products provided the reach they required, while being accessible.
“We started selling on Amazon in November 2022, and we knew an Amazon presence would be pivotal to the success of our brand,” said Michael Lewis, General Manager at Oomph! Sweets. “Amazon is an incredible discovery resource and we wanted to leverage it to build awareness around our products and brand. By integrating comprehensive marketing strategies and optimizing our product listings, we were able to significantly increase our visibility and customer engagement. This approach not only boosted our sales but also provided valuable insights into customer preferences and market trends, enabling us to refine our offerings and better meet the needs of our consumers.”
Oomph! Sweets on Amazon
Cooking up a recipe for success: Using sponsored ads to increase reach and improve brand visibility
The next goal on the ambitious brand’s list was growing brand awareness while rapidly increasing revenue. Within a week of launching on Amazon Ads they added Sponsored Display to their marketing strategy and a month later they added Sponsored Brands. They had mastered their recipe for success, as they experienced an instant uplift in reach and ROAS. By using Sponsored Brands video the brand was able to increase visibility and drive brand awareness. It provided the opportunity to get creative and showcase their products and spotlight their brand values, which converted new customers and increased loyalty amongst their established customer base.
“We initially expanded to Sponsored Brands and Sponsored Display to drive awareness, so we entered the process tentatively, while remaining cognizant of our return on investment (ROI),” said Lewis “However, Sponsored Brands has been instrumental to converting new-to-brand customers and Sponsored Display has been really useful for analyzing our category – demonstrating the value of investing in brand marketing.”
Finding the sweet spot: how leveraging the perfect marketing mix delivered 270% increase on ROAS
Since investing in Sponsored Brands, Oomph! Sweets has achieved significant results in brand visibility and experienced 270% increase in revenue growth. In November 2023, the brand launched a Sponsored Brands Video campaign to promote a new product: Indulgent Chews. They saw a 303% month-on-month increase in branded searches and are now preparing to launch new flavours due to the popularity.1
“If you’re trying to be a successful brand, you need to leverage all ad types. Sponsored Brands gives you the opportunity to use video ads, which can result in better conversion simply as it is a storytelling tool and convinces customers to buy,” said Lewis .“ It’s a great way to showcase unique products and educate the consumer better than a static image can. Our Sponsored Brands Video ads attribute 20% of total revenue with 90% of those sales being new-to-brand. With AMC reporting, we can actually see the attribution percentage is higher as customers click on a remarketing ad after viewing the Sponsored Brands Video as first."
The results experienced by Oomph! Sweets is reported across multiple small businesses. Advertisers active on Sponsored Products and Sponsored Display saw an increase of 52% in ad attributed sales on average, within 30 days after launching a Sponsored Brands product targeting campaign. And within 90 days, they saw an increase of 6% in awareness, 6% in consideration, and 6% in sales, on average, compared to advertisers who were only active on Sponsored Products and Sponsored Display.2
By the start of 2024, the brand had truly discovered their sweet spot and continued to experience rapid growth. They plan to continue using a full funnel marketing strategy, leveraging various Amazon Ads solutions including Sponsored Products, Amazon demand-side platform (DSP), and Sponsored TV. In January 2024, the brand ran a Sponsored TV campaign which received 1.1M impressions within a month and 96% new-to-brand customers when paired with Sponsored Brands. They have established that video formats have worked well for their brand and plan to increase the presence of video across their 2024 marketing strategy. As they prepare to promote their newly launched Creamsicle line of healthy candy chews they will be following their established recipe for success.
1 Source: Oomph! Sweets, US, 2024
2 Amazon internal data, WW, March 2022–February 2023