Wpromote was tasked with converting FIVE STAR’s success from brick and mortar retail stores to Amazon, and to drive strategic positioning as the premier notebook brand. FIVE STAR also sought organic category growth and wanted to surpass the sales of the previous year.
To accomplish FIVE STAR’s goals on Amazon, Wpromote heavily leveraged Sponsored Products and took a full-funnel approach through Sponsored Brands, while using Amazon Advertising’s bulk operations tools to manage campaigns at scale and optimize quickly.
Wpromote utilized a Structured Products campaign structure to test hundreds of products against thousands of targeted keywords, then optimized the best products for individual auctions. To stay top-of-mind on Prime decision pages, Wpromote also deployed Sponsored Products targeting. Higher in the funnel, Sponsored Brands enabled FIVE STAR to display in key placements and rank high on search engine results pages, ensuring the brand would be one of the first that consumers found.
With thousands of keyword optimizations to manage to execute these hyper-granular strategies, Wpromote turned to Amazon Advertising’s bulk operations tools. Initially, FIVE STAR assembled and uploaded 550 campaigns to bulksheets, Amazon’s format for bulk operations, in just a few hours (a process that normally would have taken days).
Once the campaigns were live, Wpromote used bulksheets to make product optimizations quickly and at scale. This allowed for continued optimizations across products throughout the campaign run times. In addition, Wpromote used Amazon Attribution to measure shopping activity and sales performance of non-Amazon social media campaigns on FIVE STAR’s Amazon business.