The Client

In this case study, we detail how we helped an Amazon e-commerce T-shirt brand grow on Amazon. The brand is known for their unique t-shirt line with designs inspired by popular beer and sweets brands. Our challenge was to build on their current success to achieve ambitious new business goals and growth. Through our expertise in Amazon advertising and market understanding, we crafted a campaign tailored to propel the brand’s growth on Amazon. We developed an engaging marketing strategy for the brand’s t-shirt line, tailored to their target audience. This is how we were able to capture the attention of a broader audience and drive significant growth on Amazon, achieve an overall increase in revenue, and a reduction in ACoS, TACoS in both Canada and the US. 

The Challenge

The brand’s journey on Amazon was marked by several challenges in both the U.S. and Canadian markets:

• Seasonal Market Variations: Seasonality (Q4, including events such as Halloween, St. Patrick’s Day, etc), characterised by a surge in consumer activity and fierce competition, presented a challenge in terms of maintaining and enhancing sales performance.
  
  
• Consistent Year-over-Year Growth: The brand needed to achieve steady YOY growth, a crucial indicator of success in the rapidly evolving fashion market.
  
  
• High Advertising Costs: While their Total Advertising Cost of Sale (TACoS) and Advertising Cost of Sale (ACoS) were not excessively high to begin with, the flatlining of revenue meant that a considerable amount of potential profit was being diverted into maintaining their market presence and the values had begun to creep up. We optimised advertising costs to improve profitability while maintaining platform visibility.
  
  
• Market Saturation: Differentiating the brand in a highly competitive apparel market was essential for making the brand stand out among the multitude of options available to consumers.

   

The Solution

AMZ Pathfinder adopted a multifaceted approach which included:

• Customised Strategies: Recognizing the importance of seasonal events, targeted campaigns were developed to enhance brand visibility and sales. The strategy focused on identifying and scaling top-performing SKUs and targets instead of spreading ourselves too thinly. Keeping customers in our brand halo by utilising product targeting options instead of losing sales to the competition was a key component in such a busy niche.
  
  
• Efficient Advertising Budget Management: Advertising spend was streamlined, with a priority on high-impact, cost-effective strategies. This included the expansion of campaigns to more brands, aiming for wider market reach and improved resource utilisation. Doubling down on successful logical keyword sets also promoted more efficient spend. Our granular campaign build-out style allows us to funnel spend effectively with little waste.
  
  
• Dynamic Market Analysis and Adaptation: Strategies were adapted in real-time, based on the brand’s market position and ongoing market data analysis. We focused on optimising ad placements like TOS, PP, ROS, and SBV, to ensure a competitive and relevant brand presence. Similarly, analysis of time of day proved useful.
  
  

“AMZ Pathfinder is an engaged and hands-on partner. They grasped our goals and the challenges we faced in our crowded market segment, applying their expertise to refine our advertising strategy significantly. This approach didn’t just help us stand out—it enabled us to exceed our objectives, showcasing their capacity to make tangible changes that drive success.”  

The Results

Our collaboration with our client resulted in significant achievements

AMZ Pathfinder is an engaged and hands-on partner. They grasped our goals and the challenges we faced in our crowded market segment, applying their expertise to refine our advertising strategy significantly. This approach didn’t just help us stand out—it enabled us to exceed our objectives, showcasing their capacity to make tangible changes that drive success.