Case Study
SparkXGlobal helps Jackery reach new audience segments for their Brand Store by using Xnurta and AMC
Goals
- Expand brand reach
- Find new audiences despite 99% segment penetration
Approach
- Used AMC and AMC Audiences look-alike audiences to identify segments for ad campaigns
- Created new Amazon DSP campaigns for precise advertising to selected audiences
- Indexed Jackery’s past shoppers against general Amazon shopper attributes using Shopping Insights
- Monitored campaigns with Xnurta and adjusted as needed
Results
- 17% incremental reach
- 13% increase in Brand Store traffic
- 45% reduction in cost per add to cart
- 20% increase in new-to-brand rate
Solar energy offers a sustainable and renewable option for generating power, but most solar generators aren’t compatible with outdoor, on-the-go use. With portable solar generators from Jackery, however, outdoor enthusiasts can power their adventures while doing their part to protect the environment. Jackery began selling their innovative outdoor portable power station on Amazon in 2016. The brand ran sponsored ads until 2022, when they launched full-funnel ads that included Amazon DSP across multiple regions, including the United States, Japan, and Germany.
By 2023, Jackery had been advertising to the outdoor generators and portable power segment for two years. They wanted to expand their reach to new audiences, but with an impressive 99% penetration, they faced a new challenge: they were nearing saturation within the segment, limiting their growth potential.
Expanding to reach new customer segments
Jackery began working with Amazon Ads partner SparkXGlobal to use their AI-powered Xnurta tool. Xnurta combines reports from Amazon DSP with audience segment insights from Amazon Marketing Cloud (AMC) to help the brand identify new segments as well as heighten brand recognition and boost sales performance. As a result, Jackery won 2.6x more new-to-brand (NTB) purchases and enhanced brand preference on Amazon compared to historical campaigns.1
Xnurta helped Jackery discover relevant audience attributes that they could use to advertise to customers in new segments. The partner began by using Amazon DSP and analyzing audience overlap reports. However, both companies wanted to reduce the risks of investing in inefficient advertisements in new segments. So, they used Xnurta alongside AMC to blend ad-attributed and organic insights and gauge the effectiveness of Jackery’s ad spend.
Discovering Amazon custom audiences
SparkXGlobal used AMC Audiences to create custom audience segments and incorporate these into Amazon DSP for precise advertising. They also indexed Jackery’s past shoppers against general Amazon shopper attributes using Shopping Insights lifestyle and in-market insights. As a result, they discovered new audience interests to use during the campaign. With Xnurta, they identified unexpected outdoor categories (such as camping furniture and cycling equipment) that had low penetration and high growth potential. For each new segment, they crafted tailored ad content to resonate with the audience’s interests.
After launching these new campaigns, Xnurta continued to monitor performance so that Jackery could maximize their reach and engagement. By factoring in key metrics—click-through rate (CTR), detail page view rate (DPVR), and add-to-cart rate—Xnurta identified the most responsive audience groups. Jackery increased the budget share for these groups by 2x–3x to increase return on investment (ROI). SparkXGlobal also used the AMC Audiences look-alike audience feature to create and target similar audiences based on the purchasing behaviors of existing audiences.
Partnering with Jackery has been a journey of discovery and innovation. With Shopping Insights and AMC Audiences, we’ve been able to unveil audiences that amplify Jackery’s impact on Amazon. It’s about aligning our tech with their vision, and together, we’re achieving smarter, more meaningful engagement.
— Tony Wang, cofounder, SparkXGlobal
Increasing reach and brand recognition
By indexing audiences with Shopping Insights, Jackery achieved a 17% incremental reach and a 13% increase in Brand Store traffic.2 The brand also saw a 57.83% increase in DPVR and a 45% reduction in cost per add to cart.3 Finally, Jackery achieved a 20% increase in their NTB rate with the AMC Audiences look-alike audience compared to the usual audience targeted for high-power generators.4
SparkXGlobal recognizes the potential for further growth by advertising to promising up-funnel audiences that show high CTR, DPVR, and ATCR as well as frequent purchase interactions. Even if these users haven’t made a purchase yet, their strong interactions indicate a high likelihood of future conversions.
Using Shopping Insights and AMC Audiences opened new doors for us. We’re uncovering valuable audiences that had previously been off our radar. It’s not just about more reach, but smarter reach. This has reshaped how we view our advertising strategy, giving us confidence for the future.
— Stella He, U.S. digital sales director, Jackery
1-4 SparkXGlobal, US, 2023