In May 2018, Twinkly began a partnership with lotus832, tasking the agency with managing all of their Amazon marketing efforts. The main goal of this partnership was to establish a brand presence and generate sales on Amazon ahead of the holiday season.
To meet this goal, lotus823 developed a seven-month strategy to ensure a successful Amazon launch and consistent account optimization. Kick-starting the strategy, lotus823 focused on creating and optimizing the Amazon account. Keyword research, creation of product pages and descriptions, and applying for Amazon’s brand registry were among the first steps to this process.
After weeks of creating the account and preparing inventory internally, Twinkly’s LED Strings, Wall, and Curtain products launched on Amazon in August 2018. lotus823 also began an email workflow, designed to contact each customer upon purchase, delivery, and one week after delivery. The main goals of the email workflow were to build a relationship with Twinkly’s customers, as well as prompt them to leave a product review to entice other consumers to purchase. This tactic is very effective for brands who are new to Amazon that are looking to improve page health.
In September 2018, lotus823 launched Amazon advertising, creating Sponsored Posts for Twinkly’s LED Strings and Wall to increase brand visibility. At this time, all Twinkly products were entered into the Amazon review program to garner reviews, which in return would improve page health and build credibility among consumers. lotus823 also applied for Amazon’s Best Deals program for Twinkly’s LED Strings and Wall.
Amazon Best Deals is a program run through Amazon that features sale products on the most highly trafficked page on the platform. lotus823 found this opportunity to be extremely beneficial to increase brand awareness and sales while Twinkly’s products were discounted. Twinkly Strings and Twinkly Wall were accepted into the program, increasing visibility on the 20% off deal for two weeks.
Continuing momentum to increase visibility, lotus823 created product details pages for Twinkly’s Pre-Lit Trees. The team also continued monitoring ad performance to ensure low Cost-per-click, developed weekly content to promote the brand on Amazon Spark (now discontinued by the platform), and confirmed all Twinkly product pages followed Amazon’s best practices for optimal results.
In only seven months of managing Twinkly’s Amazon marketing efforts, lotus823 was able to achieve the following:
- Over $170,000 in sales with 1,126 units sold
- Maintained an average advertising ROI of 647.91%, with the highest ROI seen in December at 1,075%
- Twinkly’s LED Strings and Wall were featured in the Amazon Best Deals program
- Achieved an ACoS (Advertising Cost of Sale) at less than 13%