From Kickstarter to Amazon’s Bestseller List

Using Amazon Ads’ full suite, we drove visibility and sales for Bird Buddy, exceeding revenue targets through Q4.

Client

Home & Garden

Services

Sponsored Products, Sponsored Brands (Video), Sponsored Display, Amazon DSP, Streaming TV, AMC, AMS

Project Timeline

10/2023

12/2023

Platforms

Amazon

Impression Share Growth

+65% Repeat Purchases

Boost in Ad Engagement

+280% Customer Growth

From Kickstarter to Amazon’s Bestseller List

THE CHALLENGE

Breaking into a competitive market with no prior sales history on the platform.

Launching Bird Buddy on Amazon meant entering a competitive category without prior sales history. With premium pricing against lower-cost competitors, we leveraged Bird Buddy's off-platform brand recognition to capture market share and establish a presence quickly. Our full-funnel strategy combined branded and category-level advertising to maximize visibility and engagement.

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THE STRATEGY

Our approach centered around two primary goals: protecting Bird Buddy’s brand presence and expanding reach through aggressive category conquesting.

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Brand Protection and Top-of-Search Dominance

To ensure Bird Buddy’s name appeared first on branded searches and its product pages (PDPs), we used Sponsored Products, Sponsored Brands, and Sponsored Brands Video ads for top-of-search (ToS) placement. Split testing different video creatives helped refine our messaging to drive traffic and increase conversions, particularly during high-traffic periods like Fall Prime Day and the holiday season.

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Category Conquest and Competitor Targeting

To increase Bird Buddy's reach beyond branded searches, we leveraged Sponsored Display and DSP for competitor targeting. Sponsored Display ads boosted Bird Buddy’s visibility on competitor PDPs, while DSP retargeted potential customers across all stages of the funnel, increasing the likelihood of conversions during peak times. Additionally, Streaming TV was used to expand top-of-funnel awareness during holiday shopping.

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Full-Funnel Approach Using Amazon Ads’ Suite

By integrating Sponsored Products for category keywords, Sponsored Brands for ToS dominance, and DSP/Streaming TV for broader reach, we created a seamless multi-channel experience. This ensured consistent brand messaging across Amazon, maximizing visibility and brand alignment with off-Amazon marketing efforts.

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THE RESULT

Bird Buddy’s Q4 Campaign Achieved Exceptional Sales and Brand Recognition

Our strategy generated $2.2MM in ad revenue with $646k in ad spend, with a peak conversion rate of 10.01% in November. Bird Buddy’s flagship product earned the #1 New Release and Best Seller badges, with revenue targets consistently exceeded by 50-200% month over month. The campaign’s success led to a complete catalog sellout after T5, establishing Bird Buddy as a strong competitor in its category.