Case Study
Learn how Figaro Baby successfully debuted in the baby skincare category using Amazon Ads
Goals
- Increase glance views
- Increase sales by 2 times
Approach
- Collaborated with Amazon Ads to build a new brand for Figaro in a new category
- Used Amazon DSP to build brand awareness and educate customers
- Built consideration and conversion with sponsored ads
Results
- Glance view share increased by 5 times from Q1 to Q3 2023
- Sales increased 4 times from Q1 to Q4 2023
Figaro Olive Oil is the pioneer of olive oil in India. A century of lineage, reliability, and credibility has gone into making Figaro Olive Oil the trusted brand that it is today. In 2022, the brand expanded its legacy to baby skincare category with the launch of Figaro Baby, with products like massage oil and lotion made with the goodness of olive oil.
The brand identified a gap in the baby skincare category, and wanted to reach the mid-premium price range between their entry-level and premium products. They wanted to establish their brand with modern parents aged 25–40 years and communicate their value and offerings.
Launching Figaro Baby with a multifaceted campaign
To achieve scale and build market segment share, Figaro Baby collaborated with Amazon Ads to launch a full-funnel campaign. To bring awareness to their launch, the brand used Amazon DSP to create custom cohorts that reach customers shopping for baby skincare products and modern parents who have previously used Figaro Olive Oil. In addition to standard static display ads, the brand used newly-launched cube ad formats to educate customers about the benefits of their new quick-absorbing, paraben and mineral oil-free formula.
Next, Figaro Baby leveraged sponsored ads to drive consideration and conversion. To appear in searches using high-traffic keywords, the brand incorporated top-of-the-search placements with Sponsored Products and Sponsored Brands video. They also used Sponsored Display to reach relevant customers, as well as to remarket and cross-sell products to customers already shopping for Figaro Olive Oil and baby skincare products.
Rising to the top
Within 6 months of its launch, Figaro Baby massage oil became among the top two best-selling products in its category. The Amazon DSP campaign delivered 8.4 million impressions reaching over 2.3 million shoppers within 30 days of the campaign.1 Additionally, the combined Amazon DSP and sponsored ads campaigns increased the brand’s glance views by 5 times from Q1 to Q3 2023.2 By December 2023, the brand reached glance view share of 30%, making it among the top brands in the baby skincare category.3
Figaro Baby continues to stay at the top with “Figaro Olive Oil for baby massage” ranking among the top search terms in the baby skincare category. Also, Sales have increased 4 times from Q1 to Q4 2023, surpassing the goals set by the brand.4
As a new brand, it is really important to map media objectives with real business impact. With Amazon’s real time insights across full funnel, we were able to build integrated new launch plan with Amazon DSP and sponsored ads, reaching relevant - high intent shoppers and scale our new brand launch with a performance exceeding our expectations.
- Chirag Chheda, Sr. Digital Marketing Manager, Deoleo (Figaro)
1-4 Advertiser-provided data, IN, 2023