Deuter is the #1 Kid Carrier brand in the world. Founded in 1898, they’ve been making backpacks and outdoor gear that stands the test of time. Over the last 30+ years, new brands and private label players have entered the market, and Deuter has responded with innovation and quality. Deuter was ready to launch new and improved versions of their #1 selling Kid Comfort child carriers, and needed to maintain their Best Seller Ranking through the launch of new ASINs (Amazon Standard Identification Number).
PROTECTING DEUTER'S PRODUCT RANK THROUGH THE LAUNCH OF A LINE UPDATE
Deuter was faced with a difficult decision when private labels began eroding the sales of their best selling Kid Comfort child carriers on Amazon. They upgraded their product, but had to launch with new ASINs and quickly build their organic ranking to remain competitive.
Sales of Deuter’s improved Kid Comfort Carriers were fast tracked with new carriers breaking into the Top 20 Best Selling Child Carrier Backpacks by Week 4. Our hard-working ad campaign delivered an 8:1 ROAS with 81% of ad sales coming from New-To-Brand customers.
HOW WE DID IT
Amazon’s A10 algorithm governs the relative rank of nearly every product you see when you search on the marketplace. It’s influenced by a variety of factors such as Sales Velocity, Text Match Relevancy, Price, Product Availability, Advertising, Fulfillment Method, Images, Premium Content, Promotions, and Reviews. The better each metric is, the higher your product ranks.
80% of Amazon customers don’t look past the first page of search results, so it was imperative that we increase the organic ranking for Deuter’s new Kid Comfort Carriers quickly.
When we relaunched Deuter’s kid carriers under their new ASINs it meant that Amazon categorized them as brand new products. Because of this, we had to start over with sales velocity, reviews, and advertising to build organic ranking.
80-20 ADVERTISING PLAN
Our team developed a plan to leverage advertising on broad category search terms such as “child carrier” and “baby hiking backpack”, and competitor branded terms, to bring new traffic to the listings.
80% Sponsored Brand Headline Ads
Prominent placement to aid in discovery.
20% Sponsored Display Ads
Placements designed to steal market share.
Because Deuter is such an established brand in the outdoor industry, major competitors were attempting to steal market share by bidding on Deuter's brand name. We made sure to include branded keywords in our campaigns to defend against competitors who were using Deuter's own reputation in an attempt to steal market share.
WINS & STATISTICS
OVER A 12 MONTH PERIOD
RETURN ON AD SPEND
By week 4, the new Kid Comfort Pro broke into the Top 20 Best Selling Child Carrier Backpacks, reaching as high as #3 during the 12-week advertising period.
Our campaigns achieved an 8:1 Return on Ad Spend (ROAS) across the portfolio as a whole.
Ad Sales were gained from broad category and competitor brand search terms, yielding 81% of ad sales from New-To-Brand customers.