Case Study
Amazon Ads partner Bizon helps Weleda create a 360-degree strategy to drive Brand Store traffic
Goals
- Regain branding control by selling directly on Amazon
- Increase reach by engaging new-to-brand customers
Approach
- Optimized product pages with SEO marketing copy
- Maximized visibility using Sponsored Products and Sponsored Display ads
- Increased brand familiarity through Sponsored Brands video ads
- Used insights to enhance campaigns and catalog
Results
- 93% increase in detail page views
- 68% increase in new-to-brand customers
- 2x year-over-year increase in Brand Store traffic
Research shows that consumers want to support brands who are committed to sustainability—giving businesses like Weleda a potential source of new ways to appeal to global audiences. Founded in 1921, Weleda is a skin care company that produces a range of body care and health products using natural ingredients that support both personal and environmental well-being.
Although Weleda products have been available on Amazon for more than eight years, the company had always relied on transactions handled by resellers. In 2022, however, they decided to reclaim control over their catalog and branding by selling directly on Amazon France. In particular, they sought to engage with new-to-brand (NTB) customers, increasing the brand’s reach.
Increasing awareness and expanding to reach new customers
Weleda teamed up with Amazon Ads partner Bizon for help with building a comprehensive, 360-degree marketing strategy that showcased Weleda’s unique offerings to new customers. After an initial analysis to determine Weleda’s content needs, Bizon focused on creating attention-grabbing visuals to amplify the brand’s image. They then enhanced product pages with compelling search-engine optimized (SEO) marketing copy based on insights—including the market’s maturity, the products’ unique selling points, and customer pain points.
With the groundwork laid for a swift launch, Bizon and Weleda turned their attention to expanding awareness through sponsored ads. They used a dynamic blend of Sponsored Products, Sponsored Brands, and Sponsored Display to maximize visibility and drive meaningful engagement. According to engagement metrics, Sponsored Brands and Sponsored Brands video ads were especially effective in introducing the brand and increasing familiarity with Weleda’s wide range of products.
After launching the campaign, Bizon used insights to keep their strategy agile and its impact high. They analyzed customer and commercial research to gain a deeper understanding of Weleda’s positioning, audience, and marketing dynamics. This research informed their decision-making about content needs and visual enhancements while also helping them optimize the use of SEO throughout the campaign. In addition, Bizon used reporting tools like brand metrics and brand analytics to continually improve Weleda’s catalog, helping achieve higher quality—measured by Bizon’s in-house “quality score” tool, which is based on Amazon retail readiness prerequisites—and greater product availability.
Bizon’s support empowered us to act swiftly and efficiently. The campaign results in the first few months exceeded our expectations and put us on a path for continued success and growth.
— Cécile-Noëlle Maptue, e-commerce manager, Weleda
Improving traffic and brand reach for Weleda
Weleda achieved exceptional results from the campaign, demonstrated by remarkable growth in traffic and NTB customers. They saw a 2x increase in Brand Store traffic over a year and a 93% boost in detail page views between September 2022 and March 2023.1 In addition, they increased NTB customers by 68%, showing that the campaign succeeded in expanding the brand’s reach.2 Their results analysis revealed that Sponsored Brands ads had the biggest impact on the campaign, driving 40% of sales.3
From this campaign, Bizon recognized the value of using complementary ad formats, emphasizing visual elements, and using SEO to deliver exceptional results. With these insights in mind, they plan to scale and replicate this strategy for other clients. The success of sponsored ads has also inspired Bizon to implement comprehensive full-funnel solutions with Amazon DSP activation in the future. They plan to use additional insights to connect with their clients’ intended audiences at each stage of the customer journey, maximizing the overall impact of their advertising efforts.
The results were more than satisfying thanks to continual optimization driven by a genuine desire to understand our product range, brand universe, and more. We still have much to accomplish, but the path to success and growth is well defined and under control.
— Cécile-Noëlle Maptue, e-commerce manager, Weleda
1-3 Weleda, FR, 2023