Baby care category comprising of essential baby care products like baby wipes, prams, rockers is rife with few big players on one end and number of smaller players on the other end. For Luvlap to gain visibility and product discoverability was a challenge which was mastered effectively by using Amazon Advertising's ad offerings. Amazon Advertising currently contributes to 1 out of 4 units being sold for Luvlap on Amazon platform.
The baby category is a niche category, and one of LuvLap’s primary marketing objectives was to reach more relevant shoppers. They created strong Sponsored Brands campaigns, which got them instant visibility, and targeted Product Display Ads that got their products visibility from highly relevant shoppers. This led to an exponential increase in their overall reach, with their sponsored ads getting viewed 220+ million times in 2016 alone!
To instantly increase visibility of both old and newly-launched products like baby wipes, bottle cleaners, and prams, LuvLap created sponsored ads with images and content mentioning price points and features that matched targeted shoppers’ product requirements. This not just grabbed the right eyeballs for these products – with a 1500% growth in impressions from the first to the fourth quarter – but also encouraged clicks and conversions.
LuvLap was pitted against the big category players with an established brand name, on and off Amazon. With such strong competition, Amazon Advertising ads helped to increase purchase consideration for LuvLap products, resulting in their ad- attributed sales accounting to 25% of overall sales on Amazon.