The Solution

Although no discounts, coupons, or vouchers were implemented, there was a 291% rise in Spend compared to the corresponding period in the prior month. This increase was partially achieved by elevating bids and placement modifiers by 25-35% in response to heightened competition from other brands.

As a result, budgets for campaigns were also increased 50-75% to ensure that campaigns did not run out of budget during over the two days of increased traffic on Amazon. The other increased spend came from re-marketing and category targeting campaigns.

We also set up category targeting campaigns to raise awareness of the Happy Beds brand to shoppers browsing sub-categories of Home Furniture, such as Bed Frames or Kids’ Beds, as the increased traffic over the Prime Day event represented a large opportunity to win new to brand customers.

A proactive Sponsored Display retargeting campaign was established with a 7-day lookback window to re-engage customers who had visited a product's detail page during Prime Day. Historical data indicated that if a shopper does not purchase Home Furniture items, like Beds, within 7 days, the likelihood of a purchase decreases. Therefore, it was crucial to leverage the heightened traffic during the Prime Day event. This approach led to sustained growth in conversions in the days following Prime Day.