Align Technology is a global medical device company changing lives through better smiles. Their range of clear orthodontic aligners, retainers and accessories help millions of people all orver the worlsdto get smile of their dreams.
Challenge
The client’s Amazon ad-based revenues had peaked, prompting a recognition of the need to explore potential new advertising revenue streams for amplifying sales during the upcoming Prime Days and possibly in the longer term. Additionally, the client sought to expand their understanding of advertising models beyond Amazon’s existing ad products, aiming to identify models that would align with their product and contribute to achieving incremental growth.
Results
Increase in sales across total Prime Day sales. Off-Amazon media traffic resulted in a 32% increase in sales.
New to brand customer acquisition. ~96% of sales came from new-to-brand shoppers*.
New prospective advertising models identified to attract new customer growth.
Strategy
Channel Aim proposed a strategy: promoting the client’s Prime Day deals on social media and search platforms, while harnessing Amazon’s attribution measurement abilities, which enables measurement of off-Amazon ad impact and its contribution to overall sales generated through traffic. The most promising off-Amazon media channels for driving traffic to the client’s Amazon store and listings during the week before Prime Days and the key dates of the Prime event have been identified through collaboration with the client. The decision has been made to run campaigns on Meta’s social media channel and Google’s search advertising channel. The Channel Aim team has assessed the technical feasibility of measuring the performance of these campaigns. This evaluation is crucial for fine-tuning the campaign strategy and measuring the results of off-Amazon media activities on Amazon sales.
Portfolio & creative
In collaboration with the client’s internal team, Channel Aim assisted in identifying the most promising product portfolio for participating in planned campaigns. Subsequently, team worked to conduct the identification of target keywords and crafted engaging creatives tailored to each media channel.
Execution
The Channel Aim team successfully linked social media and search campaigns to specific product and store pages on Amazon to measure off-site traffic accurately. This linkage provided a comprehensive overview of the performance of each media channel, resulting in incremental sales on Amazon. During real-time analysis, our team efficiently optimized campaigns by promptly replacing less performing keywords with more effective ones. The swift insights gained also facilitated an understanding of the store pages from which shoppers were converting at the highest rates, enabling quick redirection of traffic to these pages.