We dish up the budget-friendly strategy that made ZenB the 2nd best-selling pasta brand on Amazon UK (and won us the Amazon EMEA Challenger Award)
We’ve no doubt told you how incredibly proud our team made us at the Amazon Partner Awards, when they scooped the EMEA Challenger Award for their work with pasta innovators, ZenB. But you might not know what was so tasty about the strategy they cooked up…
We recently spoke to Channel X to reveal how we maximised a lean budget, bringing our best creative ideas and strategies into the mix to generate more customers- and more sales – for this healthy, sustainable and unconventional pasta brand.
ZenB’s is a unique, yellow-pea, gluten-free pasta range so, not only did we need to break the brand into the competitive pasta category, we also needed to create strong brand awareness and understanding of the offering.
How did we do it?
We approached the brief with a three-phase strategy based on custom messaging, imagery and video:
Phase 1
We targeted health-conscious customers first, launching Sponsored Products automatic and exact-match campaigns to remarket high-volume generic browse terms in the pasta category, and Sponsored Brands Store spotlight and product collection ad types to showcase the pasta’s health benefits and unique ingredients.
Phase 2
We headed down the funnel a little to build on the awareness generated in Phase 1.
We re-engaged our in-market customers with high buying intent, using exact match Sponsored Products campaigns and long-tail, product-specific keywords.
And we launched a series of Sponsored Brands video ads, strategically placed in the middle of browse results, with exact-match, product-specific keywords and lots of focus on the ZenB hero product.
Phase 3
With awareness and conversions fired up, we turned our attention to increasing customer retention and boosting profitability.
First, we optimised ZenB’s store to ensure the smoothest, clearest journey for customers, packed with gorgeous visuals and custom messaging that effectively communicate ZenB’s product and brand story in both imagery and words.
Then we promoted the shopping experience through Sponsored Brands ads designed to drive customers into the store, and used Sponsored Display ads to target two key consumer types – recent viewers (who didn’t convert) and recent buyers (in the last 30 days).
And those award-winning results?
We’re proud to say that this smart strategy smashed it!
- Sales exceeded the client’s targets by 355%
- Cost per acquisition stayed at 20% below the client’s targets
- And ZenB saw their hero product become the 2nd best-selling pasta brand on Amazon UK
That’s one winning recipe.
If you’d love our incredible team to cook up something similar for your brand, get in touch today.