Learn how ClickThrough Marketing's Amazon Advertising secured a 54% uplift in sales for iconic clothing brand, Hype. Read our Amazon advertising case study.
JUSTHYPE ORDERS JUMP 54% USING AMAZON ADVERTISING
JustHype (usually styled as HYPE or Hype.) are a midlands-based clothing and accessories brand, established in 2011. The brand originally formed after winning a t-shirt printing competition and, through effective use of social media and networking, quickly grew into one of the UK’s strongest brands.
ClickThrough Marketing onboarded Hype as a new client in May 2021, taking on both their paid social and Amazon advertising accounts with the promise of boosting brand awareness and online conversions.
After collaborating with Hype on their Amazon advertising, ClickThrough achieved;
- An increase in CTR of 12%
- 46% more sales through Amazon advertising
- A 48% increase in organic revenue
Hype’s original paid strategy was causing a lower-than-expected ROI and other metric problems. This was stemming from the brand attempting to manage too many product campaigns, which were being created off the back of new product promotions and seasonal products being added to Amazon.
This process for adding campaigns was not only difficult to manage but extremely non-cost effective, as launching so many new paid campaigns all at once was increased spend dramatically. Our challenge was to create a more strategically sound approach to Amazon advertising that improved Hype’s sales, ACoS (Amazon Cost of Sale) and ROI.
Hype set us the task of achieving an ACoS of below 35%.
ClickThrough’s strategy for hyping up sales
Our Amazon specialists approached Hype’s Amazon advertising activity with a revised strategy, focusing on growing the brand’s top performing products and paid campaigns, instead of continually adding new products or creating ads for new promotions.
As part of the revised strategy, we identified the most under-performing campaigns with the lowest ROIs, determining which were the least viable for long term brand growth on the platform. These campaigns were either stopped completely or reassessed with two key metrics in mind – ACoS and ROI.
Through this approach, we could identify the best performing campaigns while leaving the flexibility to grow emerging trends and products. By removing the lowest performing campaigns, we not only reduced total ad spend, but added more time resource to managing the accounts that were really making a difference.
In addition to a fresh approach to Hype’s Amazon advertising strategy, we discussed options that would help grow the brand’s organic performance, therefore capturing customers elsewhere in the conversion funnel. We advised Hype to cluster products together to help search visibility, giving customers a better view in the form of product variations, leading to higher conversions both organically and through paid activity.
Boosting sales and reducing ACOS – our results in one month
In just one month, with our approach of advertising fewer products in more targeted ways, we secured a higher volume of sales and reduced Hype’s ACoS. With our new strategy we achieved,
- A 46% increase in sales
- A 54% increase in paid orders
- A 63% increase in ROI
- A reduction in ACoS of 6%
- A 48% increase in organic revenue
With Hype’s original KPI being to reduce ACoS to below 35%, we made impressive gains in our first four weeks of activity, reaching an ACoS of 38%.
“Amazon is smashing it out of the roof!”- Shiv Arora, E-commerce Project Manager, HYPE
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