How SellerCircle Drove Vooki's Festive Sales Surge with

AMC, DSP & AMS

54.18% increase in NTB orders

50.37% increase in Sales Growth

Brand Overview

Vooki, a leader in green chemistry-based cleaning supplies, offers effective, eco-friendly solutions for home cleaning, including kitchen and bathroom products. To make the most of the festive season, Vooki partnered with SellerCircle to drive sales, boost brand visibility, and capture new customers in a highly competitive market.

Objectives

SellerCircle aimed to achieve three main goals for Vooki during the festive season:

1

Position Vooki as a top-selling product in its category by doubling business-as-usual (BAU) sales.

2

Increase brand visibility and attract New-to-Brand (NTB) customers.

3

Leverage festive traffic to drive a significant increase in daily sales.

Strategy

To achieve these objectives, SellerCircle developed a multi-layered strategy by integrating insights and ad placements across AMC, DSP, and AMS channels:

Amazon Marketing Cloud (AMC)

Path to Purchase Mapping:

We analyzed customer journeys to identify the primary touchpoints & stages in the buying process. This allowed us to strategically place ads at each phase.

Audience Segmentation Based on Touchpoints:

Leveraged the path-to-purchase insights to create custom audiences focused on first and second touchpoints, allowing us to engage shoppers with targeted DSP ads featuring festive offers.

Keyword Optimization:

Used AMC's data to identify high-performing keywords, ensuring focused targeting for Sponsored Products and Sponsored Brand ads.

Abandoned Cart Retargeting:

Targeted users who had previously abandoned Vooki products in their carts, encouraging re-engagement with special Diwali discounts.

DSP Campaigns

Pre-Sales Lead-Up:

Launched DSP ads 10 days before the event, reaching in-market & category shoppers with a foxus on Vooki's key cleaning products.

Competitor and Lifestyle Targeting:

Targeted competitor audiences and users with lifestyle preferences aligned with eco-frienfly, effective cleaning products.

AMS Strategy

Top-of-Search Ads:

Deployed Sponsored Product (SP) and Sponsored Brand (SB) ads at the top of search results to secure maximum visibility and click share.

Execution

With the strategy in place, SellerCircle focused on timely and targeted execution across multiple platforms:

1. AMC-Driven Custom Audiences:

Touchpoint-Based Targeting

DSP ads targeted custom audiences based on initial touchpoints identified in AMC, delivering tailored offers to high-intent shoppers.

Abandoned Cart Re-Engagement (Last 90 Days)

Engaged users who had abandoned Vooki products with creatives showing festive discounts, prompting them to complete their purchase.

SP Ads Interactor Retargeting

Retargeted audiences who interacted with SP ads but hadn’t yet purchased, reinforcing Vooki’s festive offers to maximize conversion potential.

2. DSP Campaign Execution:

Pre-Sales Build-Up and Event Days

Started DSP ads in advance to create awareness and built up momentum leading into the event. During the event, we deployed dynamic targeting of competitors, lifestyle audiences, and in-market shoppers.

Deal Price Promotion

On the event days, Vooki's products were featured with a deal price, further supported by DSP ads that drove high-intent traffic to capitalize on the festive offer.

3. AMS Ad Placement:

Top-of-Search Dominance

Our SP and SB ads held prime placements during the lead-up and sales period, maximizing brand exposure and capturing valuable click share.

Enhanced Visibility through SBV Ads

Using SBV ads, we showcased product efficiency directly to customers interested in keywords like "eco-friendly cleaner" and "kitchen cleaner", creating a stronger brand connection and interaction.

Results

The targeted festive campaign produced significant results for Vooki, aligning closely with the primary objectives:

Brand Search Volume Growth

Vooki's branded search volume grew by 18.25%, reflecting heightened brand visibility and interest among festive shoppers.

New-to-Brand (NTB) Orders

Achieved a 54.18% increase in NTB orders, successfully attracting new customers and expanding Vooki's customer base.

Sales Growth

Total sales rose by 50.37%, driven by precise targeting & strategic promotion during the high-traffic season.

Overall Performance

Vooki saw a robust increase in daily sales and order volume, positioning the brand as a Category Leader during the festive period.

Conclusion

SellerCircle's integrated approach using AMC, DSP, and AMS enabled Vooki to capture the festive season's potential by boosting brand visibility, driving new customer acquisition, and achieving substantial sales growth . With audience insights, touchpoint-based targeting, impactful video ads, and engaging festive offers, Vooki emerged as a strong player in the eco-friendly cleaning space, meeting and exceeding campaign objectives with exceptional results.