Ad Creative Optimization

Apr 7

The Challenge

GO works with a client whose primary objective was to acquire new customers. Although the client had strong repeat customer sales, they were a new company competing in a saturated category, making it difficult to generate new customer growth. They also struggled with their traditional creative resources, which were expensive, slow to make changes, and lacked the knowledge to develop marketing materials with Amazon nuances in mind.

Our Solution

To help our client drive new to brand (NTB), GO Studio developed a Streaming TV (STV) spot that incorporated an end card with the Amazon search bar and a call to action. Based on data we’ve seen, we knew that a strong call to action would result in a higher intent to purchase. This ran alongside a competing agency’s STV spot that did not include a call to action, allowing the brand to compare each campaign’s success side by side. Ultimately, our STV campaign outperformed the other creative agency’s campaign by bringing in more new shoppers.

We also ran a test that compared our client’s already-existing ad strategy that focused on the overall brand story to an ASIN-specific strategy. GO Studio crafted assets that had a product-specific bend, developing DSP and Sponsored Brand visuals that complimented the STV campaign’s aesthetic to ensure we were telling a cohesive story from awareness to conversion. This test demonstrated that product-specific creatives yielded a bigger impact on brand searches, and we continued to lean into that approach when we crafted assets for four other product segments and encouraged the brand to reallocate their dollars to ASIN-specific content.

Results

Thanks to the effective nature of our STV spot and our data-informed decision to switch the ad content to ASIN-focused creatives, our client was able to acquire more NTB customers, encourage more shoppers to search for the brand, and increase average order value and sales.

+125%
increase in new to brand

+592%
increase in branded search

+151%
increase in customer value

+91%
increase in total sales