Case Study
Feetures and Pattern use a full-funnel approach to lift sales by 27%
Goals
- Attract and convert new customers
- Boost new-to-brand sales
- Promote a new product to relevant audiences
Approach
- Used Sponsored Products and incorporated creative videos into the overall campaign
- Assessed total NTB customers acquired for each product using Amazon Marketing Cloud insights
- Shared brand message with specific audiences using Streaming TV and online video ads
Results
- 27% year-over-year sales growth
- 45% growth in new-to-brand customers
- 16% year-over-year increase in ad sales
- 50% increase in branded searches
Athletic sock brand Feetures strives to make products that help people perform their best, harnessing targeted compression technology to create a custom-like fit for athletes in a variety of sports. As a primarily direct-to-consumer brand, Feetures recognized the need to take a customized approach to boost their new-to-brand (NTB) sales. So in 2023, they turned to Amazon to find ways to amplify their reach.
Feetures reached out to Pattern, an Amazon Ads advanced partner, for help attracting new customers. Pattern adopted Feetures’ unique design approach to launch a series of highly tailored campaigns, which harnessed the power of visual storytelling to captivate and engage new audiences effectively.
Telling a powerful story
Pattern set out to attract sales from Feetures’ competitors, including those with much larger advertising budgets. To attract more NTB customers, Pattern used Sponsored Products—cost-per-click ads that promote individual product listings. They focused on audiences that had already viewed Feetures’ Elite and High Performance lines, incorporating creative videos into the overall campaign.
These videos were used to draw in audiences by visually demonstrating the benefits differentiating Feetures’ socks from their competitors’. Highlighting the brand’s commitment to both comfort and athletic performance, the videos showcased Feetures’ use of advanced technology, such as targeted compression and anatomical design. These campaigns sought to grab shoppers’ attention as well as educate potential NTB customers on the value and uniqueness of Feetures’ products. The strategy was successful, resulting in 27% sales growth year over year (YoY).1
In conjunction with this customized video strategy, Pattern evaluated which Feetures products to include in the Sponsored Products campaign. They initially assessed the total NTB customers acquired for each product using insights obtained through Amazon Marketing Cloud (AMC). Pattern frequently monitored these variables to adjust spend accordingly and identify the optimal Feetures product mix to increase NTB customers.
As the Sponsored Products campaign was taking off, Feetures also wanted to promote a new product they’d just launched: golf socks. Because reaching general audiences would be less effective for a new product, Pattern built out the top of the sales funnel by focusing on shoppers interested in golf. Using Streaming TV and online video ads, Pattern was able to share their brand message with specific, relevant audiences, successfully elevating the visibility of their new line of golf socks.
Our discussions with Pattern have uncovered opportunities to drive growth, like building a more robust and curated Brand Store, and made us more efficient with product assortment to drive a stronger return on ad spend. As advice to other advertisers, we’d say find a partner that takes ownership of your brand like it’s their own. Success will follow.
- Steve Hallinan, key accounts sales manager, Feetures
Driving impact across key performance indicators
By amplifying Feetures’ story, Pattern exceeded the sales goals that had originally been set for this campaign, with the company’s ad sales increasing 16% YoY and return on ad spend rising by 9%.3 Feetures also saw a 50% increase in branded searches compared with their metrics prior to the campaign.4 As for NTB customers, Pattern identified 45% growth in this segment over just nine months.1 The partner continues to evaluate NTB customers by product to help Feetures replicate this growth in other categories.
Feetures has such a strong story that goes along with their products, and Pattern wanted to capitalize on this story in our advertising. This was done by using Streaming TV ads from Amazon and featuring lifestyle imagery to really tell the story of Feetures and draw people in. This tactic has proved to be very successful and has even helped us exceed our marketing goals.
- Dan Dunford, senior advertising strategist, Pattern
1-3 Feetures, US, 2023
4 Pattern, US, 2023