How Simmons Pet Food Leveraged Prime Day to Grow Their Customer Base

We used RANK and TOS campaigns during Prime Day to drive visibility and customer acquisition for this new brand.

Client

Pet Food (CPG)

Services

Sponsored Products, Sponsored Brands, Sponsored Brands Video

Project Timeline

07/2024

08/2024

Platforms

Amazon

Improved CTR

+448% MoM Total Sales

SnS Subscriber Growth

+473% MoM Ad Sales

How Simmons Pet Food Leveraged Prime Day to Grow Their Customer Base

THE CHALLENGE

Simmons Pet Food aimed to use Prime Day traffic to grow visibility and customer acquisition in a competitive, newly launched category.

Simmons Pet Food launched just two months before Prime Day in a competitive and expensive pet food category. With limited reviews, data, and a new customer base, the goal was to leverage the high-traffic Prime Day event to increase customer acquisition and boost visibility for the brand.

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THE STRATEGY

We focused on maximizing visibility and engagement.

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TOS Visibility with Competitive Pricing and Deals

We launched Sponsored Product, Sponsored Brands, and Sponsored Brands Video campaigns with aggressive ToS placements, emphasizing deals and competitive pricing to capture attention. This visibility, combined with Prime Day’s deal badges, allowed Simmons Pet Food to attract new customers and increase Subscribe & Save (SnS) subscriptions at a discounted rate, encouraging long-term customer acquisition.

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Ranking Campaigns to Drive Sales Volume

Our Sponsored Product ranking campaigns spanned all ASINs at the event’s start, with adjustments to focus on top performers as sales progressed. This boosted Simmons Pet Food’s presence across high-traffic search terms, enhancing organic rank and increasing engagement.

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Brand Store Traffic Through SBV and Creative Campaigns

Using historical data, we developed Sponsored Brands Video campaigns for Simmons’ top sellers and eye-catching creatives to drive traffic to the brand store. This strategy improved click-through rates (CTR) and gave customers a chance to browse the full catalog, selecting products that best fit their needs.

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THE RESULT

Prime Day campaigns drove significant growth in sales, subscribers, and customer retention for Simmons Pet Food.

Our Prime Day strategy led to a 448% increase in total sales and a 473% boost in ad sales from June to July. Subscribe & Save (SnS) subscriptions rose exponentially, with a 1110% increase from June to July and a further 402% increase into August. This growth established a strong base of loyal customers, with an impressive 80% retention rate over 30 days and 62% retention at 90 days, underscoring the lasting impact of our visibility-focused approach.

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