Wovenhill
Wovenhill specialise in handcrafted rattan furniture. With 15 years of industry experience, they have gained a reputation for creating beautiful, high-quality, and affordable woven storage solutions for contemporary homes.
Global Amazon Markets
Amazon UK
Revenue
Page Views
Orders
The Challenge
Wolvende’s biggest challenge centred around the premium price point of their desk mats initially set between £35 and £45. The market was saturated by similar products within the £15 and £25 price bracket, creating a competitive landscape that made it challenging for the company to break through and gain market share.
The situation was further complicated by the brand’s new presence on Amazon. Without a track record of positive customer reviews, it was difficult to convince shoppers that the desk mats were worth the higher price tag.
In light of these challenges, the project was defined with three key objectives:
- Scale the brand profitably by maintaining a TACoS of <25%
- Build social proof by accumulating at least 30 5-star product reviews
- Prepare for future marketplace expansion
Services
- Content Optimisation for Amazon
- PPC
- Brand Store for Amazon
- A+ Content
- Brand Story
The Solution
Wovenhill did not have a Brand Registry in place. This meant they were not fully utilising the Amazon platform and didn’t have access to any advanced brand-building features.
Our first act was to assist with a successful brand registry application. We then created A+ Content and set up a Brand Store. This enabled us to utilise Sponsored Brand campaigns within advertising.
To support their goals, we also overhauled their advertising account and started to implement a new ad strategy to make it easier to optimise the ads and take advantage of Amazon Advertising’s more advanced tactics.
The Work
To start, we restructured the existing campaigns and organised the account into category-led portfolios.
We ramped up their advertising game by creating multiple Sponsored Product campaigns, ensuring we had full coverage across all ASINs and relevant targets.
Next, we expanded our keyword and ASIN targets using data harvested from the existing campaigns, supplemented with comprehensive keyword and competitor research.
We had to bid aggressively to ensure we had high visibility and were competitive within the market.
Finally, we launched Sponsored Brand and Sponsored Display campaigns, tapping into more placements and targeting options which further enhanced the brand’s audience awareness.
This allowed us to conduct A/B testing and discover which product titles and ad copies resonated best with our target audience.
The Results
- Ad revenue increased by +177.15% YoY (Q3 & Q4)
- ACOS: 11.88%
- Units returned declined by -84.82% YoY.
- Amazon Brand Page and A+ Content
The Sponsored Brand and Sponsored Display campaigns have contributed over 20% to total ad revenue throughout Q3 & Q4 2022.
Throughout the same time period, the Brand Store accounted for 16% of overall revenue sales, with Sponsored Brand campaigns being the largest source responsible for over 60% of store sales.
How Can We Help?
Your Amazon business needs a certified Amazon partner to guarantee sustainable growth. More than simply listing your products on Amazon is required; a whole process of product research, listing optimization, and PPC campaigns is a must to ensure your store has a solid online presence on the largest eCommerce platform.
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