The Brand
Fresh Knight is a pioneering dental solutions brand that focuses on creating unique products for dental health needs. While the oral care niche is dominated by CPG titans such as Colgate, GUM, and others – Fresh Knight has punched well beyond their weight with a heavy focus on innovation and a commitment to forging forward into spaces that large clunky oral health brands overlook.
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Total Sales
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Paid Sales
Growth
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Trailing 12 Month New Launch Rev Share (%)
Trailing 12 Month New Launch Rev
TOTAL RoAS
The Challenge:
While it’s hard to win with an elephant in the room like major CPG brands in your niche, it becomes incredibly difficult when there is 2 ELEPHANTS in the room. That is what was in front of Fresh Knights Amazon journey. They have to contend with both major CPG and 100s of low cost commodity products from Chinese direct manufacturers. Even though Fresh Knight has advantages on its side in terms of time on the platform, reviews, and solid ratings – their sales volume was not sufficient to compete long term. Moreover, 2 of the top 3 selling skus were low AOV offers leaving razor thin margins and little room to leverage advertising to keep pace.
The Strategy:
Utilized our proprietary search interest analytics to assist brand management in identifying new product innovations, improvements on existing catalog items, and vetting ideas in pipeline against market trends.
Leveraging our gifted data science team, we did a deep dive on the advertising data to uncover points of high leverage and inefficiency.
Launched 8 new and unique products over a 12 month period with over 500 amazon advertising campaigns to support those new launches.
Employed a rigorous targeting segmentation strategy across all major search interests to maximize budget utilization, facilitate paid sales growth, and control efficiency.
Deployed seasonal sponsored brands campaigns with custom holiday messaging to capitalize on search trends during holiday cycles. Content focus was on oral health for children in each products respective search market.
Leaned heavy into our robust placement analytics tools to maximize total cost of advertising balancing dynamic organic and paid rank data with the chief goal of maximizing profit at lower margins under high unit sales volume conditions.
The Results:
Fresh Knight realized a 150% increase in sales vs peak COVID 2021 – no small feat considering COVID was the apex of most Amazon sellers revenue growth. Sustaining that growth post COVID under more competitive market conditions was truly impressive. Additionally, Fresh Knight had an increase of 190% in paid sales with a solid paid RoAS of 3.8 and total sales RoAS of 6.73. Some of the biggest wins for the brand while partnered with Rainmaker were on innovations and new launches which constituted for 46% of Fresh Knights total sales with 2 of those new products on pace to eclipse 7 figures in sales in 2024.