WaterWipes

No.1 In Baby Category since Amerge launch

For Waterwipes in the EU5 and in anticipation of their bio-degradable wipes ‘bio’ launch we completed a ground up rebuild of the entire Amazon presence. We had been managing the brand throughout 2020 – 2021 on Sponsored Ads and DSP Display across EU5, Australia and India. Amerge then lead the Amazon Storefront and Strategy refresh of the ‘Biodegradable’ wipes and pioneered this in the UK as the first market to move ahead with the transition.

The challenge

Amerge started by leading the EU management of the Amazon account and aligning both Sponsored Ads and DSP Display in a combined media plan utilizing the Amazon Advertising API. They also implemented Amerge Engine, proprietary tech built by Amerge to automate Sponsored Ads and DSP campaigns to drive scale and efficiency across the entire portfolio. After success in the EU, Amerge were then asked to manage Japan soon afterwards, followed by the US and Australia in 2021 and most recently Mexico and Canada in October 2021. Amerge View has also allowed for transparent globally consolidated reporting across all the 11 markets in an easy-to-read dashboard which integrates retail, search and display data and is refreshed daily. Amerge Engine allows us to scale learnings globally across Search and DSP whilst account managers focus on specific market conditions, and Amerge View allows us to deliver scaled consistent global reporting.

The Approach

ROAS across the board has been approx. 479.4% above the benchmark in all markets. New customer acquisition has grown by 68.53% YoY in 2021. We have now leverage the Amazon Advertising API, Vendor EDI and Selling Partner API into their Amerge View to consolidate global reporting.

The Results

EU5 Amazon Revenue has grown 24% YoY for H1 2021 with 47% of Amazon sales driven by Amazon Advertising. WaterWipes has gained Nr. 1 Best Seller Rank in Baby Category in 4 months after launching Amazon Advertising with Amerge in January 2020 and has sustained that status ever since. Our Organic Rank Booster and Best Seller Rank strategies on Amazon DSP and Search have ensured that neither of the Newborn/Core ASINs in the UK have left the top 5 Best Sellers in Baby Category.
  • Following UK Bio in January 2021, we have reached No. 1 rank for the new ASINs within 3 weeks.
  • 86,516 unique EU5 customers have purchased a WaterWipes product on Amazon for the first time via Amazon Advertising.
  • 14,367 of them have since Subscribed & Saved to WaterWipes.
  • 12,027 of all new customers have been taken directly from competitors.
  • 382,886 customers have made a repeat purchase via Amazon ads.
“Amerge were instrumental in the successful launch of WaterWipes‘ new Biodegradable wipes across Amazon EU5 working collaboratively with multiple areas of our business to design and implement best-in-class search & display campaigns along with redesigning WaterWipes look and feel on Amazon. All of which has driven incredible growth for our brand and made us the category leader and value driver.”
Niall Bermingham, Key Account Manager for WaterWipes

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