Smart Advertising Drove Amazon Best Seller Rank and Growth
Solv Wellness
Solv Wellness’ Ellura brand was looking to keep its customer base and acquire new customers. We were able to help
them do just that with an expertly crafted paid advertising campaign.
THE DETAILS
INDUSTRY
Health & Wellness
TIMELINE
January 2021 – April 2022
HINGE SERVICES
AMS/PPC Management
Platform Management
Images
Copy
Operations
LOCATION
United States
Brand Overview
Solv Wellness elevates women with elevated science. We solve problems. Especially the ones you might not want to talk about. When it comes to women’s pelvic health, we don’t shy away from any conversation. Our mission is to deliver meaningful products for often stigmatized female health conditions that are backed by science. Ellura is a leading UTI management supplement by Solv Wellness. What makes Ellura so potent? Ellura is made with a proprietary double extraction process that ensures the active ingredient proanthocyanidin (PAC) comes only from the pure concentrated juice extract. This is the key to help keep bacteria from sticking to the bladder. Instead, they literally get flushed away.
“The Hinge Commerce team is key to the growth of our business on Amazon. As a true partner, they understand the
competitive nature of our category and find ways to execute strategy in a smart and efficient way.
The Challenges
Ellura is a clinically proven health supplement for UTI management, with a higher efficacy than its competitors.
But with this higher quality comes a higher price point within a crowded, value-driven supplement category. The largest challenge was being an elevated, non-promotional brand within their category. Their primary goal was to increase sales through new customer acquisition on Amazon without losing loyal customers to competition. Additionally, being in the supplements category on Amazon means staying on top of platform compliance and policy updates.
AD CAMPAIGN STRATEGY
The original advertising strategy was optimized for ROI, with high penetration to defensive advertising techniques of branded terms and remarketing to current buyers.
New Customer Acquisition vs. Brand Loyalty
Needed a strategic balance of both growth as well as branded paid keyword terms.
CONTENT REFRESH
Due to Amazon listing guidelines and “flag words” for copy, the listings hadn’t been refreshed for quite some time. Additionally, a packaging update required listing updates as soon as possible to ensure the best possible customer experience.
The Solutions
The solution required a balanced approach to advertising, brand building, and content updates that stayed true to the
Ellura brand positioning.
NEW STRATEGY
Implemented a three-pronged approach to ad campaign strategy in which defensive branded terms were maintained but capped in budget. Growth and competitor conquest test & learn strategies were also utilized.
TOP-OF-SEARCH INCREASE
Re-allocated increased spend to target Sponsored Brand–growth campaigns using both banner and video ad types. We tested video content to ensure we got the highest new-to-brand results. Both Sponsored Brand Banner Ad and Sponsored Brand Video Ad campaigns were refined to improve ROAS over time.
COMPETITOR TARGETING
Utilized Sponsored Display for competitor conquest campaigns to target similarly priced competitors, grow market share, and increase new-to-brand.
OPTIMIZE & ELEVATE
Hinge Commerce continues to innovate and apply creative advertising strategies to drive efficient growth.
Content & Creative Solution
Increased brand loyalty
Due to the nature of Ellura as a need-based product, there was a higher repurchase rate in the customer base. However, many customers were inconsistent repurchasers vs. loyalty program-based. Our advertising team highlighted Subscribe & Save in Sponsored Display Ads for both remarketing and new consumer acquisition efforts. Subscribe & Save now makes up over 30% of the total sales for the brand.
Content Refresh
- The Hinge Commerce copy team completed a thorough competitive analysis of all major brands within the Cranberry Herbal Supplements category on Amazon for keyword optimization, making needed SEO updates while remaining compliant with Amazon policies. This resulted in a +20% increase in organic sales vs. the previous year.
- Product images were updated throughout the packaging update process to ensure the best possible customer experience as inventory was mixed within Amazon Fulfillment Centers. At this time, Amazon made numerous changes to its listing policy, during which Hinge Commerce’s eCommerce experts resolved 74 cases with Amazon.
The Results
Hinge Commerce’s Amazon consulting expertise helped to grow the sales of Ellura on Amazon by +18% vs. the previous year. Notably, Ellura is now the only premium-priced product in the top 10 bestsellers for Cranberry Herbal Supplements.
Sales Growth
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NEW-TO-BRAND SALES
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