SpoonfulONE unlocks new marketing possibilities using Amazon Marketing Cloud
As parents have growing concerns around baby nutrition, SpoonfulONE, a nutrition company based in Menlo Park, California, is dedicated to developing products that make food allergen introduction and maintenance safe and easy.
In the highly competitive and niche category of baby nutritional products, this emerging brand needed the right marketing plan and execution to increase audience reach and customer acquisition. In Q4 2020, SpoonfulONE engaged Goodway Group, an independent digital media agency, to create and optimize its marketing strategy to drive product sales. Goodway's expertise in Amazon sponsored ads, Amazon DSP, and advanced measurement and analytics tools such as Amazon Marketing Cloud (AMC), helped SpoonfulONE effectively use Amazon media and achieve consistent business growth.
Goodway Group first helped SpoonfulONE connect with their audiences by running prospecting and remarketing campaigns via both Amazon DSP and sponsored ads. While key metrics such as impressions, clicks, and conversion rate in standard reporting captured media performance at campaign level, these data points were not enough to help analysts understand how different media worked together to drive conversion and improve overall media efficiency. Accessing cross-media insights in a privacy-safe manner is essential to SpoonfulONE and Goodway Group to make informed decisions around media mix optimization and budget allocation adjustment.
Enter Amazon Marketing Cloud
To measure the impact of the cross-media strategy implemented and look for opportunities to optimize, Goodway Group turned to Amazon Marketing Cloud, Amazon's privacy-safe and cloud-based data clean room solution. Via AMC’s web-based UI, Goodway Group’s data science and analytics team explored the pseudonymized, event-level datasets on SpoonfulONE’s past campaigns, located the information relevant to the analysis, and built custom reporting to draw further insights on user engagement across channels, strategies, and devices. For example, using AMC, Goodway analyzed the conversion lift as a result of reaching audiences through multiple media types, examined whether using prospecting and remarketing tactics jointly improved sales, and inspected the impact of connecting with audiences on desktop and mobile devices.
With the help of AMC, Goodway Group uncovered that the purchase rate of audiences exposed to both display and Sponsored Products ads was 3x higher than those exposed to Sponsored Products ads alone.1 In the meantime, over half of all audiences who made a purchase were reached by both display ads and Sponsored Products ads.2
Goodway also found a nearly 13x lift in purchase rate for audiences reached by both prospecting and remarketing ads compared to those reached by remarketing alone.5 Additionally, connecting with customers on both desktop and mobile devices yielded 4x higher purchase rate than connecting with customers on mobile devices only.6
Using AMC, Goodway Group quantified the impact of upper-funnel tactics in creating tangible downstream effects, and demonstrated the value delivered by a holistic media strategy. These insights informed SpoonfulONE’s future media investments and improved the brand’s efficiency and effectiveness in customer acquisition.
1-6 Advertiser-provided data, US, 2021