TNG Worldwide, a family-owned brand that needed to gain awareness in the eCommerce world, approached us to help determine the ad formats to use for their products. In this case study, we discuss how we identified their product's state of maturity and the advertising formats we used to achieve their goals on Amazon.
Crafting the Amazon Advertising Strategy for TNG Worldwide
As a full-service Amazon agency with extensive experience in helping brands grow to their full potential, we determined that Amazon Advertising was the best method to boost TNG Worldwide's sales and awareness. We identified potential high-selling new products, products in their maturity stage, and products with declining growth to tailor our advertising strategy accordingly. We also enrolled the potential products in Amazon’s Vine program to get initial traction and product reviews.
Steps Taken to Drive Success
To achieve our objectives, we took some crucial steps.
- First, we utilized Sponsored Product Auto and Manual campaigns as our starting point. Sponsored Products allowed us to reach potential customers who were interacting with the client’s category, making it an excellent starting point for lower funnel goals such as sales.
- Next, we incorporated Sponsored Brands to increase awareness within the client’s category, where we had product variation in the same sub-category. We also achieved successful sales ratios with these ad products.
- Finally, we used Sponsored Display to show brands within product cards on the client’s product detail pages, as well as on other product pages within their product category. Sponsored Display gave us the possibility to reach potential customers who were interacting with the client's category, increasing our chances of making a sale.
Overcoming Challenges
As our efforts bore success, competitors started targeting TNG Worldwide’s top products, leading to a decline in sales. So, once we achieved our objectives in a specific category, we incorporated Amazon vCPM self-defense campaigns to cross-sell our products to customers and occupy the prime Sponsored Display placements on our product detail pages.
Results (and Numbers Generated by Us)
Our advertising strategy helped TNG Worldwide achieve its objectives by enhancing its sales and awareness. We achieved a 570% increase in sales within 1 year of the advertising campaign, and our Sponsored Display vCPM campaigns generated a 286% increase in awareness of the client’s brand.
SB and SD vCPM gave TNG Worldwide a 680% increase in sales from new-to-brand consumers.
Our comprehensive Amazon marketing strategy, centered on Amazon Advertising, provided a cost-effective solution to increase TNG Worldwide’s brand awareness and sales. Our tailored advertising strategy, utilizing Sponsored Products, Sponsored Brands, and Sponsored Display vCPM, helped us to achieve TNG Worldwide’s goals while keeping an average ROI of 8.5. With our successful results as proof, we confidently recommend the use of all-encompassing Amazon Advertising strategies for emerging brands like TNG Worldwide.
Customer Testimonial
“We are thrilled to share our exceptional experience working with SalesDuo and their substantial impact on our Amazon business growth through advertising. In 2022, despite a modest $282K ad spend (1.13% of total sales), advertising generated an impressive 6.93% of our overall sales. Allocating 85% to SP and 15% to SD, we achieved an outstanding 6.14 Return on Advertising Spend (ROAS) across Vendor and Seller Central. Building on this success, we continued collaborating with SalesDuo in 2023, committing to $500K–$700K. The results have been remarkable, with a current ROAS of 7.18, 1.04 higher than in 2022.
These outstanding advertising results have fueled our overall sales growth. In 2022, we experienced an 86% year-over-year (YoY) increase in sales. This year, we have surpassed even that impressive growth rate, once again achieving an 80%+ YoY increase in sales. SalesDuo's strategic approach, prioritizing SP (85%), SD (10%), and SB (5%), aligns perfectly with our goal of establishing TNG Worldwide as a product-centric brand. Their exceptional performance in driving sales growth on Amazon has allowed us to achieve these extraordinary results. We greatly appreciate SalesDuo's invaluable support and are excited about future possibilities on Amazon.”
-- Dan (TNG Worldwide)
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About the Author
Saumitra Pandey is a Senior Manager at SalesDuo and a powerhouse in Amazon Advertising. With a knack for turning ads into growth engines, this ex-Amazonian helped countless brands make their mark and skyrocket sales. Known for his creative, data-driven approach, Saumitra thrives on pushing boundaries and unlocking new possibilities in e-commerce. Outside of work, he’s always curious about the latest trends in tech and advertising and loves exploring new places, seeking inspiration from the world around him.
