Client
A leading clean fragrance brand with a passionate following across TikTok and other social platforms.
Business Challenge
Today’s consumer doesn’t shop in silos. She discovers a brand on TikTok, researches it, and converts wherever the experience is seamless, often on Amazon. Viral moments on platforms like TikTok are valuable for generating excitement and traffic, but they rarely translate into lasting sales or brand equity on their own. Brands thrive on Amazon by building on that initial spark with a strong brand foundation, operational excellence, and a commitment to optimizing all aspects of their Amazon presence.
Goal
Apply Market Defense’s connected commerce approach, treating every channel the customer touches as one system, to convert the brand’s social momentum into lasting sales on Amazon.
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“The new brand store looks so fantastic. Great work!”
Approach
Rather than treating the brand’s TikTok activity and its Amazon presence as separate workstreams, Market Defense built a strategy that followed the customer’s actual path, from discovery on social to research and purchase on Amazon. An initial audit of current creatives across the portfolio informed the creative strategy moving forward, with alignment across all key stakeholders. A design system was built and incorporated to allow for enterprise scaling and rapid creation, with ongoing monitoring of available KPIs and competitors in the space.
As demand from social platforms grew, Market Defense scaled ad investment to meet it, ensuring the brand could capture that demand on Amazon. As part of building that lasting foundation, Market Defense also built and now actively manages the brand’s Amazon storefront. Rather than a standard product grid, the storefront was built around the shopper’s relationship with fragrance, with a “Modern Fine Fragrance” masthead, botanical hero imagery, and navigation organized by scent occasion and product format, the way a fragrance counter would guide a customer in person.
Results
Holiday season performance (October through December):
- Total sales increased 168% year-over-year, driven by a 655% increase in ad spend, delivering a 285% increase in ad sales at a 3.1 ROAS and 16.7% TACoS
- 309% increase in orders and 356% increase in units sold year-over-year
- 643% increase in new-to-brand units year-over-year
- 279% increase in impressions and 361% increase in clicks year-over-year
18-month performance:
- Total sales up 160% year-over-year, with new-to-brand units up 388% and subscriptions up 175%
The storefront was independently rated “High” quality by Amazon, its top tier. Against Amazon’s defined peer group, the storefront outperformed on every metric: Brand Store sales outperformed the peer group by 33.4%, dwell time of 76.5 seconds beat the peer average of 69.7 seconds, and 91% of visitors engaged past the first page. 65% of visitors were new to the store, more than 1 in 7 placed an order, every visitor was worth nearly $7 in attributed sales, and 40% of storefront revenue came from organic traffic.
