The Challenge:

In recent years, the pet category has experienced exponential growth on Amazon, reflecting a burgeoning market trend. However, this growth spurt has been met with a corresponding surge in competition, presenting challenges for effective market penetration. Moreover, the landscape is further complicated by the presence of established large CPG competitors deeply entrenched in the pet category which adds another layer of complexity to gaining traction during launch and establishing a foothold in the market. Additionally, marketing in this environment is a significant challenge due to limited available impression share, high click prices, and stiff competition from top-selling low average order value (AOV) commodity offers. These factors collectively pose formidable obstacles for new entrants seeking to carve out a niche in the competitive pet market on Amazon.

The Strategy:

Winning was not going to be an easy prospect in a single vertical, therefore EcoStrong needed to employ an extremely ambitious launch strategy of one fully fleshed out product deployed per quarter. Catalog width would offer diverse revenue streams to manage niche volatility in any one market segment.

Working closely with Bryan Simms co-founder of EcoStrong and serial entrepreneur, we were able to isolate pressure points in our target niches where market leaders fell short. Once the leverage areas were identified, Bryan formulated unique biological innovations with the R&D team of his suppliers to exploit the weaknesses of the lead players in core categories.

By combining Rainmkr’s exclusive niche analytics with Bryan’s expertise in supply chain management, we harnessed the power to implement cutting-edge bio-enzymatic technologies across diverse sectors beyond just pets. Our reach extended into areas such as RVs, septic systems, pest control, and various commercial applications.

Having a fantastic product is important, but demonstrating its superiority to the end user is equally crucial. That’s why we worked closely with the EcoStrong team to develop a meticulous content strategy. Our goal was to establish a strong market presence and distinguish ourselves from fierce competitors. While large agencies rely on cookie cutter tactics for well-known products, they often fall short when trying penetrate competitive keyword markets. With this reality firmly in mind, we deployed content that was impactful, immediate, and highlighted our competitors’ weaknesses.
When it comes to Amazon Advertising, Rainmkr is second to none and an industry leader. Using a painstaking segmentation framework we have deployed and tested over 2100 campaigns to date in the US alone. Moreover, we used our proprietary fractional RoAS rule sets to stay ahead of trends in the ad auction to extract tremendous leverage in terms of impression share, top of search share, and sales velocity with an ever improving TACoS.

The Results:

The unparalleled success story of the EcoStrong – Rainmkr collaboration—is a testament to the explosive synergy of exceptional products, savvy supply chain management, and cutting-edge marketing. EcoStrong stands as one of our esteemed ‘dollar one’ clients, journeying with us from inception to the present day. In the span of just a few years, EcoStrong has witnessed an extraordinary surge in sales, catapulting by over 800% since its debut on the platform. Notably, paid sales have soared by a staggering 1400%, all while achieving a remarkable 20% reduction in ACoS—demonstrating Rainmkr’s prowess in amplifying revenue while optimizing ad efficiency.

From breaking the seven-figure sales barrier within its 18 months, to pacing towards an eight-figure milestone in 2024, EcoStrong’s trajectory is nothing short of meteoric. And the accolades continue to pour in—with projections pointing towards a landmark seven-figure month in June. However, the triumphs extend beyond borders. Just four months ago, we embarked on the exciting venture of launching EcoStrong in the Amazon-CA marketplace. The results? Simply phenomenal. In the trailing 30 days leading up to this case study, EcoStrong’s Canadian arm has already surpassed $150k in total sales, poised for a seven-figure revenue year.