Purchasing a stroller is a big decision for new parents, who seek out a safe product that will also be easy to handle. Thule, which for more than 75 years has been creating solutions to simplify life’s adventures, is committed to developing smart, stylish, high-quality products that are safe, simple to use, and environmentally sound. This commitment spans Thule’s full catalog of offerings from cargo carriers to bike racks, strollers, luggage, and more. In November 2022, Thule chose Global Overview as a partner to grow sales and brand awareness due to the agency’s deep Amazon knowledge.
Thule wanted to increase traffic, awareness, and sales of their Urban Glide 2 stroller, an all-terrain product that sells at a luxury price point within a highly competitive category. While Global Overview’s sponsored ads, Amazon DSP prospecting, and Amazon DSP remarketing efforts were helping the brand see increases in glance views and sales, the brand wanted a more cost-efficient solution to reach customers at scale. Sponsored Display campaigns that were optimized for reach helped Thule achieve that scale, but the brand wanted to see similar sales and traffic results that they were seeing with other sponsored ads tools, which inspired Global Overview to lean in to video.
Global Overview had been testing Sponsored Brands video for Thule, which had a 1.24-point-higher click-through rate (CTR), a 2-point-higher conversion rate, and a 190% higher return on ad spend when compared to static Sponsored Brands placements.1 But this ad tool only appears on Amazon.com, limiting the brand’s reach. Additionally, Thule’s budget limitations prevented them from testing larger video solutions, like Streaming TV or online video advertising.