The Challenge:

While LaVie had the market cornered as the pioneer of the lactation massager as a breastfeeding modality, competition was increasing making scaling difficult. Among the many goals in LaVie’s omnichannel marketing plan, one of the most important was to grow the already thriving Amazon channel in the face of major brands entering the game. As the entrance of real players grew, and the Chinese manufacturer direct competition mounted, it became clear that a more ambitious and comprehensive Amazon marketing gameplan would need to be implemented.

The Strategy:

One of the largest levers LaVie had underutilized was maximizing Amazon wide large promotional events like Prime Day, Lightning Deals, etc. Given LaVies organic reach into a wide range of front funnel and adjacent search interest, this seemed like a logical spots to place large bets on top selling catalog items.

Pivoted off from the traditional auto campaigns in account as they were becoming less efficient over time with higher spends and lower sales in favor of single placement and low bid single ASIN variant auto campaigns.

Initially, 95% of LaVie’s revenue originated from its lactation massagers upon onboarding, posing a significant risk to overall account sales amidst evolving market dynamics. Recognizing the need for diversification, Rainmaker collaborated closely with LaVie’s brand team to develop ambitious plans for quarterly new product launches, aiming to broaden the product portfolio and mitigate reliance on a single product line.

Applied a meticulously crafted targeting segmentation strategy across all primary search interests to optimize budget allocation, drive paid sales expansion, and maintain operational efficiency.

Utilized Amazon Brand Analytics, particularly search query performance data, to discern changes in market conditions and pinpoint emerging opportunities for the brand to capitalize on, thereby sustaining pressure on competitors and retaining the leading position.

Contrary to prevailing opinions from industry experts, agencies, and even Amazon, our advertising team identified that sponsored display and sponsored brands placements were diminishing in overall ad efficiency Amazon wide. Intense competition for these placements led to reduced profitability due to skyrocketing click prices with no increase conversion rate to counter the higher costs. Armed with this insight, our team took decisive action by trimming wasted expenditure, withdrawing from high-spending placements, and reallocating resources to maximize impact in strategic areas.

Doubled down on historical top converting targets across all major listings. We utilized a laser focused single keyword campaign strategy to maximize prime placements in search per unit of spend.

The Results:

During all stages post-acquisition while under Rainmaker’s retainer, LaVie excelled across the board. Notably, within the 18-month period following the launch, the core growth objective of introducing new innovations proved highly successful, with a total of 1.3 million dollars in sales generated across six new catalog items. Despite this significant expansion, the total advertising costs remained impressively steady at a healthy 12% of sales, concurrently driving an additional 33% growth in attributed sales totaling 1 million dollars. However, the true measure of Amazon marketing efforts rests in top-line sales lift. Unlike common industry practices that inflate attributed sales figures through branded targeting, defensive product targeting, and inflated vCPM display tactics, our tried and true growth playbook delivered. LaVie witnessed a substantial increase of 1.4
million dollars in gross revenue alongside the 33% lift in paid sales, clearly indicating genuine brand growth rather than merely trading paid revenue for organic sales.