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Graco

75% YOY Growth for a market leader

Allison Baby launched Graco on Amazon in the UK in 2018 and have then quickly established themselves as the no.1 seller of baby car seats on Amazon.co.uk. Amerge initially started work with Graco on DSP Display expanding into Search activity in December 2020 and are now partnering on a launch across all active EU locales.

The Challenge

Their challenge was to take this dominant position and still achieve category-beating YoY growth, whilst simultaneously hitting ambitious ROAS and ACOS goals.

The Approach

Focusing our activity on one of Amerge’s key metric as an agency, New to Brand ROAS (customers who hadn’t purchased from the brand in the proceeding 365 days) + ROAS (return on advertising spend), the best measure of incrementally Amazon offers. With this we were able to isolate the impact of our advertising on Graco’s total sales, generate returns on our advertising with performance exceeding 3x of Amazon benchmark, and drive a 10x ROI from incremental sales. Integrating Best Seller lists using a proprietary Amerge tool which analyses top-ranking ASINs on an hourly basis and auto-targets them in Sponsored Display, as well as other campaign types. Sponsored Display allows us to hit customers in a browsing mindset on the product detail page (the average Amazon customer checks 5-18 product detail pages prior to making a purchase), this strategy alone delivered a sub-2% ACOS.

The Results

  • Utilising all of Amazon Advertising’s format (Search including SBV and SD) and DSP Display to drive 75% YoY growth for a market leader
  • Exceeding category growth as a market leader for Car Seats by 2x, Strollers by 5x, Pushchairs by 3x and Feeding by 2x.
“Amerge have been an outstanding partner for us at Allison Baby driving the Graco brand with not just their fantastic systems and ability to measure effectiveness and pivot accordingly, they are also 
passionate about the business and for Graco to succeed!”
Sharon Morrison, Senior Marketing Manager, Graco

Ready to harness the power of Amerge?

Can’t wait to see the various ways in which Amerge can help your brand reach its full potential on Amazon? Get in touch and let’s help your brand Amerge!

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