Case study
Wild Earth saw 4% rise in website sales by increasing spend on best-performing Amazon Ads campaigns
Goals
- Boost sales on retail site and Brand Store
- Identify, understand and reach ideal audience
Approach
- Integrated Amazon Marketing Cloud to gather insights from customer records
- Promoted products using Streaming TV and sponsored ads
- Measured overlap between ad-exposed customers and website purchasers
- Optimised media spend to drive sales
Results
- 15% overlap between ad-exposed customers and website purchasers
- 4% increase in website purchases
Caring for furry friends is a responsibility that the team of veterinarians and animal food scientists at US dog food company Wild Earth takes seriously. The brand provides clean, vegan dog food, supplements and treats with none of the unhealthy ingredients that leave Fido feeling rough. Dog by dog, Wild Earth hopes to lead a movement for all dogs to receive the nutritional care they deserve.
To reach a larger audience, Wild Earth began advertising and selling their products on Amazon in 2019. The brand found success, but they wanted to grow even further. They knew that working with an advertising partner would unlock the deep expertise and technological capabilities they needed to increase sales. So, in July 2023, Wild Earth reached out to WBX Commerce for help identifying and reaching their ideal audience while measuring and optimising sales both in their Brand Store and on their own website.
Driving sales with a tailor-made solution
Wild Earth wanted to better understand the overlap between customers of their own retail site and of their Brand Store. So, they created Amazon ad campaigns that would boost sales on their own website as well as on Amazon.
To help Wild Earth accomplish this goal, WBX Commerce used their integration with Amazon Marketing Cloud (AMC) to upload the company’s own customer records. From there, WBX Commerce began measuring the overlap between these customer records and those who purchased Wild Earth products through the Amazon Store.
Next, the companies created ad campaigns using Streaming TV, Sponsored Display, Sponsored Brands and Sponsored Products ads to promote products. With the capability to measure the overlap between customers who were exposed to ads on Amazon and those who bought products on the Wild Earth website, Wild Earth could determine the campaigns that got the best results. The solution helped the brand segment their product types to optimise media spend on Amazon and drive sales both on the Amazon Store and on their own website.
WBX Commerce has been a critical part of our growth. Finding an advertising partner who understands the latest Amazon Ads product offerings helped us understand where and when to invest.
- Steve Simitzis, chief marketing officer, Wild Earth
Identifying the impact of Amazon-based ads on Wild Earth’s website sales
After reviewing the results for the first six months of 2023, Wild Earth and WBX Commerce identified a 15% overlap between customers who were exposed to an ad on Amazon and those who made purchases on the Wild Earth website.1 Furthermore, after increasing the budget for campaigns that drove website purchases, Wild Earth saw an additional 4% increase in purchases on their site, showing the impact of Amazon ad spend on overall sales.2
Through these campaigns, WBX Commerce learned to compare results to find out how changes in Amazon ad spend affect sales on other sites, which helped them build a reliable and repeatable process. Moving forward, they plan to offer this solution powered by AMC to other brands looking to measure and optimise different points of sale.
Working with Wild Earth has opened our eyes to how we can use AMC to measure ad effectiveness in a world beyond the Amazon environment. It has given us a new perspective on the influence Amazon media has on different points of sale.
- Drew Kramer, senior vice president of strategy, WBX Commerce
1-2 WBX Commerce, US, 2024