Improving a client’s ad creatives through GO Studio.
What we’re celebrating:
Big YoY wins, including +125% increase in new-to-brand and +91% increase in total sales.
The creativity, agility, and industry knowledge of our in-house content team, GO Studio.
Developing content for upper-funnel advertising tactics to increase brand awareness and new-to-brand (NTB) customers, and testing content approaches to boost branded search, average customer value, and sales.
Overview:
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.
We suggested the brand use our internal creative department, GO Studio, to strengthen their advertising creatives and compare performance to their current assets. Our GO Studio team assisted the brand in developing the right content approach for each phase of the shopping journey, executed content requests on a condensed timeline and against discounted rates, and worked closely with our brand analysts to ensure that our artistic direction was informed by data to increase the likelihood of success.
The Challenges:
Low brand awareness within their category
Creative resources were slow at developing and optimizing assets, too expensive, and they didn’t understand how to develop content specifically for Amazon Advertising tools
The Strategy:
To help our client drive NTB, GO Studio developed an 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.
The 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.
Does your creative need a lift?
Our GO Studio team is ready to take on the challenge. Contact us today to see how we can take your PDP, brand store content and other creatives to the next level.