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Graco Case Study: Reviewing the purchase path through AMC and utilizing new full funnel strategy

Reviewing the purchase path through AMC and utilizing new full funnel strategy with Graco I Case Study I New to Brand I ROAS
+135% YoY ROAS increase
60% Decrease icon
New-to-Brand percentage surged by an impressive 60% YoY
Reviewing the purchase path through AMC and utilizing new full funnel strategy with Graco I Case Study I New to Brand I ROAS
New-to-Brand percentage surged by an impressive 59.8% YoY

The Advertising Challenge

Graco, one of our longest-standing clients, had the challenge of balancing retail commitments and advertising investment while maintaining cost stability in Q1. Consequently, they significantly reduced their Q1 Amazon advertising budget compared to the previous year, posing a challenge for us to effectively grow the account.

Reviewing the purchase path through AMC and utilizing new full funnel strategy with Graco I Case Study I New to Brand I ROAS
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Approach and idea to solve the problem

In our internal review of Graco UK’s AMC path to purchase data, we discovered that customers who engaged with multiple ad types achieved the highest Return on Advertising Spend (ROAS) and New-to-Brand percentage (NTB%). Based on these findings, we adopted a full-funnel strategy, leveraging all Amazon ad products despite a reduced budget. Our focus was on highly profitable SKUs, utilizing a combination of Sponsored ads and DSP advertising to maximize results and drive incrementality for the brand.

Results

Despite a reduced advertising budget, the client exceeded expectations by achieving year-over-year growth in total sales during Q1. This positive trend has carried forward into April and May 2023. In Q1, the advertising ROAS increased 135% YoY. Additionally, the New-to-Brand percentage surged by an impressive 59.8% YoY. Total sales for Q1 demonstrated a remarkable 12% YoY growth, with March seeing a 53% YoY increase, highlighting the effectiveness of our newly implemented incremental strategies.

What does the client say

“Having worked with Amerge now for over 3 years, they have become a real growth partner and contributed widely to our success with Amazon. Contentiously moving us forward, they have a fantastic cross-media channel approach with a strong understanding of brand needs and results, always looking for maximum effect.”
Sharon Morrison, Senior Product Manager at Graco
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