Earth Rated Case Study: Effectively reaching new to brand customers with Earth Rated

The Challenge

Earth Rated were confident that their strong brand identity with pet lovers, alongside execution of Amazon Ad’s full-funnel strategy would allow them to meet their global goal of achieving no.1 best seller for Dog Poop Bags. We began testing out DSP Display in the UK, negatively targeting previous buyers on 80% of budget to reach net new customers and running 20% on cross-sell and SnS tactics.

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+38% global ROAS increase
Effectively reaching new to brand customers with Earth Rated I Case Study I ROAS increase
+44,7% ROAS increase in the UK
Effectively reaching new to brand customers with Earth Rated I Case Study I ROAS increase
£21,980.96 saved in shortage claims, chargebacks and disputes after 2 months

The Approach

Our proprietary optimization tool, Amerge Engine, allows us to book campaigns at a granular level, splitting out each segment by inventory source and device type. This level of detail on campaign setup earned trust with the client who was initially hesitant with a £5k monthly budget.

We then used our proprietary dashboard, Amerge View, to report on each bespoke strategy, with the ability to break down performance by day, week, month, or year. Utilising the Seller API, we integrated Total Sales into our dashboard which allowed for ASIN-level breakdown and comparison between Total Sales and Ad- Attributed sales. 5 months later, we were already running DSP Display always on across UK, US, CA and DE. Following 8 months of partnership we then took over Vendor Management of UK & DE (including Sponsored Ads for DE) with plans to launch across EU6 in 2022.

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Effectively reaching new to brand customers with Earth Rated I Case Study I ROAS increase

The Results

  • ROAS in the UK grew 44.7% (from 5.17 in 2020 to 7.48 in the Jan 2021-Jun 2022 period) since partnering and 37.8% globally (from 6.59 average ROAS in US, CA, UK and DE to 9.08)
  • We drove 232,518 new customers to Earth Rated globally. Our Vendor Management in UK and DE has also saved the brand 164 hours in operations and £21,980.96 in shortage claims, chargebacks, and disputes after 2 months

What does the client say

“As we scale Earth Rated’s presence within the Pet Supplies category, it is integral we utilize data, in order to remain one step ahead. It is through Amerge’s partnership, guidance, and growing technologies that we have been able to deepen our strategies, in our existing and new international marketplaces, and continually add to the tools we have at our disposal. Although we may be operating in two separate time zones, the fact that we have a wealth of up-to-date data at our fingertips via Amerge View and Engine, keeps our team members in sync and informed. We might just be known as a dog poop bag company, but Amerge has allowed to play with the “Big Dogs” of Amazon.”
Brian Etcovitch, eCommerce Director for Earth Rated
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