Case Study
Expanding beyond existing capabilities and channels
Marketing strategy helps new B2C eCommerce channel drive unprecedented growth
three months
Per Unit Fulfillment Cost
Campaign
agreements
Core Case
A historic US-Based manufacturer with a history of servicing top 50 brands (Adidas, Nike, Toyota, and others) expanded into a B2C brand and product line. Despite a history of providing quality products, they had no experience creating new brands and products for eCommerce, including logistics and marketing. Product Labs provided the team, plan, and strategy to launch a brand and sell products directly to consumers.
Action
Product Labs created an eCommerce launch strategy that included full branding and an Amazon marketing plan. The approach centered on creating a premium look that complemented the price point in the marketplace.
Pre-existing capabilities precluded the company from exclusively using FBA to fulfill orders, so Product Labs executed a strategy that allowed in-house fulfillment but still afforded the benefits of Amazon Prime.
Product Labs designed the company’s products and packaging to yield significant cost-savings on shipping fees.
Product Labs fully integrated the company’s Amazon account with their existing ERP and CRM systems, preventing disruption to existing business process workflows.
Product Labs’ full-service brand experts identified key customer segments for the company’s website, targeting the customers with a comprehensive strategy of photography, videography, and web development.
Result
This Amazon marketing and branding case study had unprecedented results. The new brand reached a $2.7 million run rate in its third month on Amazon and achieved “Best Reviewed” and “Best Sold” status in its category. The new packaging design drove shipping costs down, yielding a $70 savings per unit. In addition, an imaginative video campaign garnered over 5 million views on YouTube. As a result, the brand received exclusive licensing deals with Coca-Cola and Mossy Oak.
