Product launch reaches rapid success with Amazon’s Vine and Born to Run
What we’re celebrating:
New product launch quickly hits record numbers for the brand.
+34% above the year’s SCOGS goal in the first 6-months.
Overview:
A young CBD beverage brand enlisted us to support their new product launch. With a limited budget and heavy restrictions on their product, their initial plan was to allocate resources toward marketing and rely on Amazon’s organic orders to build over time. But they needed faster results and trusted GO to find the best use of their resources. Our team produced a creative solution using a combination of Amazon’s Vine and Born to Run to drive the flywheel. The strategy generated rapid success for their new product launch and record-setting numbers for the brand.
The Challenges:
A young brand launching a new product in a new category.
Budget restraints.
As a sensitive product, the CBD drink had limited marketing opportunities.
The Strategy:
Our team’s strategy involved two major pieces:
Amazon’s Vine to quickly build momentum through customer confidence.
Amazon’s Born to Run to build sales velocity and bypass stock issues that plague new products.
A typical new product launch with marketing restraints might take a minimum of 2-3 months to generate enough reviews that would drive organic orders from Amazon. For brands with sensitive products, seasonal products, or that simply need to launch quickly, that timeframe could be detrimental.
Our team knew Amazon’s Vine could expedite that process by building customer confidence at a rapid pace. Understanding the potential, this brand trusted us to reallocate some of their minimal budget into Amazon Vine for this product launch.
At the same time, we knew stock issues would kill customer confidence just as fast as Vine could create it. To get ahead of those issues, we incorporated Amazon’s Born to Run to sidestep any stock issues that might hinder sales velocity.
The Results:
Customer confidence quickly soared. Amazon’s Vine generated such great reviews for their initial product that the brand had us use the same approach on 4 other new products. With each product receiving 30 reviews through Vine, our team knew that we could combine all 5 products and their 150 total reviews into one parent listing for an even bigger impact.
Sales grew exponentially and we used Amazon’s Born to Run to avoid any stock issues that might have slowed them down. As a result, the brand already exceeded their SCOGS goal for the year by +34%. With 6 months to go, their new products are on track to hit record numbers.
Is This Strategy Right for You?
If your brand is launching a product that is seasonal, in a sensitive category, has a limited run, or just needs to launch quickly, our team can help design a similar strategy for you. Let’s work together and win together.