How Incrementum Digital turned Thermal J’s cooling sales into record-high growth

Incrementum Digital worked with Thermal J to develop a 90-day growth plan that involved campaign optimization, expansion, and maintenance to ease the steep decline in sales following peak holiday months.

To help enhance product visibility and drive organic sales growth, Incrementum Digital used Amazon Ads tools to optimize product content. They added A+ Content—including rich text, imagery, videos, and banners—to improve the visual appeal of Thermal J’s product detail pages. Incrementum Digital engaged customers further through the use of Amazon Posts, sharing images and product-related content through a social media–like feed.

They also revamped Thermal J’s Sponsored Products and Sponsored Brands ads and closely monitored performance. For example, in September 2022, Incrementum Digital began promoting some of Thermal J’s top listings, resulting in an 88% increase in new-to-brand (NTB) orders on sponsored ads compared to the previous year’s month-over-month increase.

To improve product visibility, Thermal J invested in highly relevant, high-traffic search terms, focusing on keywords that had demonstrated the ability to drive conversions for them. Incrementum Digital used the Sponsored Products search term impression share report to better understand how Thermal J’s impression share for each search term compared with that of other brands.

Incrementum Digital also tapped into audiences beyond Amazon. They tracked the effectiveness of their campaigns using Amazon Attribution to gain insight into how Thermal J’s non-Amazon marketing channels perform on Amazon.

To further amplify brand awareness, Incrementum Digital turned to Amazon DSP to reach new and existing audiences, both on Amazon and on third-party apps and websites. They built custom audiences in Amazon Marketing Cloud (AMC) for use in Amazon DSP campaigns, to reach potential customers who had previously viewed Thermal J brands.

Incrementum Digital also expanded the advertiser’s audience by running awareness campaigns on competitors’ sites using Amazon DSP. They selected in-market audiences based on insights gathered from AMC custom audience reports, starting with a focus on Sports Enthusiasts and Outdoors Enthusiasts audiences.

Incrementum Digital’s strategy yielded consistent positive results and exceeded Thermal J’s expectations. For instance, sales improved dramatically. In December 2022, sales revenue reached an all-time high, with year-over-year (YoY) growth of nearly 120%.¹ In the fourth quarter, the brand saw a 107% increase in YoY topline revenue, surpassing their goal of a 30% YoY increase.²

The strategy not only helped boost revenue but also successfully expanded Thermal J’s customer base, as 72% of total sales from Amazon DSP came from NTB customers.³ Brand awareness efforts resulted in an 80% increase in detail page views for Thermal J’s featured ASINs and a 400% increase in branded searches.⁴

Incrementum Digital also helped Thermal J optimize advertising costs and maximize their return on ad spend (ROAS). They achieved record-breaking improvements in advertising cost of sales (ACOS) with consistent improvement, decreasing by 56% in January 2023.⁵ Overall, Incrementum Digital’s 90-day growth plan became a cornerstone of Thermal J’s sponsored ads activation process, warming up the brand for consistent growth in the future.