Case Study
Creative Brand Building finalist Global Overview helps Laird reinvigorate their brand on Amazon
Goals
- Reach 42% year-over-year growth in Amazon sales by the end of 2022
- Allocate ad spend effectively across products to maximize sales
- Drive more traffic to increase engagement and conversions
Approach
- Analyzed past campaign performance to identify improvement areas
- Reprioritized spend according to product sales and used sponsored ads to acquire new customers
- Optimized creative assets, including Sponsored Brands video ads
- Integrated Streaming TV and online video ads to scale upper-funnel impact
Results
- 44% increase in sales year over year from July to October 2022
- 547% growth in Amazon DSP sales in October 2022 vs. July 2022
- 29% increase in sales when comparing July metrics with October metrics
- 127% increase in total Amazon DSP spend from July to October 2022
The Amazon Ads Partner Awards is a program that recognizes innovation, creativity, and effectiveness in digital advertising. We’re spotlighting Global Overview for the Creative Brand Building Award, which recognizes partners who used the brand building capabilities of Amazon Ads to tell an advertiser’s unique story. When Laird Superfood hit a sales slump, Global Overview’s innovative approach helped them refresh their strategy and make strides toward an ambitious year-end sales goal.
When searching for snacks and beverages, today’s health-conscious consumers have many options to choose from. So it’s important for brands to avoid getting lost in the shuffle. Laird Superfood (Laird), known for their premium plant-based offerings, reached a plateau in their Amazon sales amid declining traffic.
To help Laird’s sales performance better reflect the strengths of the brand, Amazon Ads partner Global Overview stepped in with a revamped strategy. This innovative approach not only transformed Laird’s Amazon presence but also earned Global Overview a nomination for the 2023 Creative Brand Building Award.
Charting Laird’s beginnings
Founded in 2015, Laird uses clean, plant-based, and functional ingredients to help people stay energized and focused. They sell snacks, supplements, and drink mixes as well as superfood creamers in flavors like turmeric, vanilla, and peppermint mocha. In 2022, the brand set a goal to reach a 42% year-over-year (YoY) growth in Amazon sales by the end of the year.
When Global Overview began working with Laird in July 2022, the brand’s Amazon sales had stalled at 37% of their annual goal. At the same time, they faced a downward trend in total traffic. As the final months of the year approached, Laird looked to pivot their Amazon Ads approach to get back on track.
Blending effective advertising strategies
After analyzing the performance of Laird’s past campaigns, Global Overview set three main objectives: allocating spend properly across products, optimizing campaign structures for efficiency and better brand messaging, and driving more traffic to help foster engagement and increase conversions. Then, the partner developed a two-phased strategy to help boost sales performance and deliver an improved customer experience.
Phase 1 ran from July to August 2022. First, Global Overview categorized Laird’s products and reprioritized spend according to sales performance, using a sponsored ads strategy to acquire new customers. For example, they used Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored Brands video to spotlight Laird’s two top-selling items. Then, Global Overview developed new copy to educate consumers about superfoods and Laird’s brand. They also initiated Laird’s journey with Amazon DSP, running display campaigns to help build brand awareness.
During phase 2, which took place from September to October 2022, Global Overview optimized Laird’s creative assets. To help reach consumers more effectively, their in-house creative team refreshed Laird’s Sponsored Brands video ads to feature two of their hero products. The partner also integrated Streaming TV and online video ads to scale Laird’s upper-funnel impact, testing two videos: one that focused on their nondairy creamer and the other on their founder and brand story.
Celebrating a remarkable comeback
With the help of Global Overview, Laird successfully refreshed their brand and boosted sales performance. From July to October 2022, they experienced a 44% increase in sales YoY.1 Despite growing their Amazon DSP sales by 547% in October versus July 2022, their total Amazon DSP spend increased by only 127%.2 Compared with July metrics, October metrics showed a 29% increase in sales.3
In only a few months, Global Overview’s strategy has not only revamped Laird’s Amazon presence but also reignited their trajectory toward their overall sales goal. Thanks to their seamless blend of strategic direction, innovative solutions, and impactful brand messaging, Global Overview has earned a finalist position for the 2023 Creative Brand Building Award.
1-3 Laird Superfood, US, 2022