Overview
Boosting sales and tapping into new audiences, through a joined-up Amazon marketing strategy
Services: Amazon
Markets: UK
The challenge
In August 2020, Whyte & Mackay, a global spirits company based in Scotland, approached Croud, looking to drive digital discovery and brand growth on Amazon to support their offline campaigns. Eager to stand out in an extremely competitive landscape, Whyte & Mackay’s primary goal was to boost brand experience and findability within the popular ecommerce platform.
However, this had to be done while maintaining a consistent brand message throughout all channels and touch points, including those both within and outside of the Amazon ecosystem.
The Croud difference
Croud’s team began by conducting an in-depth audit of Whyte & Mackay’s existing Amazon activity to identify areas of improvement, looking at everything from sponsored brands activity through to rich content and ‘retail readiness’. Off the back of this audit, we utilized Croud’s Amazon growth framework to implement best practices for account structures – all of which were in line with their goals to drive ROI and avoid wasted spend. Our team created best-in-class Amazon stores for Whyte & Mackay’s brands, and optimized all elements within their product pages to boost organic visibility, whilst ensuring that creative was kept consistent across every touchpoint.
After executing a full account restructure, our teams regularly reviewed and optimized performance at an extremely granular level. This included periodic reviews of everything from placement and search term reports to performance by individual terms – making small tweaks each time. This allowed us to not only maintain a high level of performance, but also grow our capabilities for Whyte & Mackay on Amazon. We were able to consistently test new products, approaches and third-party tools to make the most of every opportunity on the platform.
The results
By working with Croud, Whyte & Mackay were able to build a substantial, well-connected Amazon marketing strategy, which drove impressive business results. The work not only drove huge growth in sales volume on Amazon, but also allowed Whyte & Mackay to reach new customers, and drive further efficiency in their marketing spend. Additionally, the team’s innovative work was awarded at the Online Retailer Awards 2021 in the Best online retailer marketing campaign category.
%
decrease in ACoS
%
uplift in revenue
%
of sales in Q4 2020 were shoppers new to the brand
We chose Croud to help drive our digital discovery and fulfil our growth ambitions through Amazon, not only because they demonstrated real skill and expertise with the platform, but also a real understanding of our business.
Jaimie Anderson, European Marketing Planner, Whyte & Mackay