Client
A high-growth clean beauty brand operating on Amazon.
Business Challenge
The customer doesn’t shop in silos. This brand needed a marketing strategy that mirrored that reality, treating Facebook, influencers, Google, TikTok, SMS, and email not as separate channels but as a connected system feeding demand into Amazon, especially during high-traffic moments like Prime Day, when the opportunity to capture share is greatest.
Goal
Drive top-line growth on Amazon, with particular focus on capturing the disproportionate traffic surges around events like Prime Day.
"
“We've doubled each year in revenue on Amazon. We chose well.”
Approach
Market Defense increased Amazon TACoS to over 20%, a deliberate investment to capture more total profit per incremental dollar spent. Off-Amazon marketing, including social media, influencers, and email campaigns, was deployed aggressively to the brand’s off-Amazon customer base during Prime sales events. Amazon ad budgets were increased during peak holiday sales, with off-Amazon DTC ad budgets shifting from an average of 55% of total ad budget down to roughly 45% during the holidays as Amazon ad budgets increased.
The full channel mix worked as a connected system: Facebook drove 55.05% of the off-Amazon marketing mix, with influencers contributing 10.88%, Google 9.07%, TikTok 2.83%, SMS campaigns 2.14%, email campaigns 0.50%, and other performance marketing 19.54%. Each channel fed demand toward the same destination.
Results
Over three years, total ordered product sales revenue grew from roughly $6M to $12M to $23M, increases of 103% and 94% year-over-year.
- Total ad spend grew from roughly $750K to $2.5M to $5.8M, increases of 227% and 135% year-over-year
- TACoS scaled intentionally from 12.69% to 20.44% to 24.82%, increases of 61% and 21%, reflecting more total profit generated per incremental dollar spent
- Total page views grew from roughly 1.8M to 3.2M to 6.1M, increases of 78% and 89%
- Total order items grew from roughly 179K to 348K to 670K, increases of 95% and 92%
- Total conversion rate improved from 9.87% to 10.80% to 11.00%
- Average order value increased from $33.28 to $34.70 to $35.00
Brand-level Best Seller Rank tracking shows the brand’s hero fragrance held the #1 Best Seller rank in its subcategory for 71 of the tracked weeks, while a fragrance sampler set from the same brand also reached #1 and held that position for 42 weeks, building new-to-brand pipeline at the same time the flagship product built loyalty.
