By building a three-part efficiency strategy that lifted Carefoam's effective impression path from 2% to 51% and conversion rate by 93% within 7 months.

Key Insights

• 636% increase in revenue

• 472% increase in glance views

• 93% increase in conversion rate

Solution Used

Amazon Marketing Cloud (Audiences and Insights) | Amazon Marketing Stream | AI Creative Studio | Amazon Video Generator | Amazon Brand Analytics | Sponsored Products | Sponsored Brands | Sponsored Brands Video | Sponsored Display | Sponsored TV | Brand Store | Amazon Ads API

Intro and Problem Statement

Carefoam entered the ergonomic pillow category as a bootstrapped brand. Five established brands already held 65% of that market. The timing made it harder. Two of those brands were preparing for IPOs. To show investors exponential growth, they poured money into advertising and flooded the top of search placements with high bids.

Carefoam could not outbid them. Upper funnel investment was difficult to justify on a modest budget. Visibility stayed low and revenue growth stayed flat.

The real constraint was not the budget. AMC's path to conversion report showed that fewer than 2% of Carefoam's customers saw more than one ad type. Atom11 named this metric "effective impression path". One touch point does not build recall. In a trust-driven health category, a shopper without recall returns to the brand they already know.

Carefoam partnered with Atom11 on four targets: increase impressions by 100%, grow glance views, push conversion past 5%, and break into the top 25 Best Seller Ranks.

Approach

Atom11 built a three-part spend-efficient strategy.

1. Customer efficiency using AMC. We operationalised sequential audience building across the full journey. At the top, AMC audiences targeted customers searching for posture problems and posture solutions, with Sponsored Brands and Sponsored Products bid boosting against them. In the middle, AMC bid boost re-engaged customers who had already seen an ad, using Sponsored Brands video. At the bottom, lookalike audiences of clickers and cart abandoners converted through Sponsored Display and lower funnel Sponsored Products.

AMC's time to conversion report showed 75% of purchases happened within 48 hours of first click. We built retargeting on a 3 day lookback instead of a long window.

2. Creative efficiency using Amazon's AI Video Generator. Brand Analytics showed customers started broad, then narrowed to pain points as they approached purchase. Search terms carrying a pain point converted at a higher share. So we moved messaging from product features to pain relief, and used Amazon's no-cost AI Video Generator to test those messages at scale. Those videos delivered CTRs 233% higher than Sponsored Products campaigns.

3. Time efficiency using Amazon Marketing Stream. Stream data showed conversions peaked between 7pm and 11pm and 6am to 8am on weekdays, and 9am to 5pm at weekends. We raised the top of search placement modifier to 300% in those windows and dropped it to 0% outside them.

Results

Carefoam beat every objective.

• Revenue grew 636%

• Conversion rate improved 93%, and ran 42% above competitor products as per Amazon Pi

• Effective impression path moved from 2% to 51%

• ROAS improved 73%, peaking at 5.5X

Carefoam entered 8 products into the top 25 Best Seller Ranks across 3 subcategories, and became the highest click share and conversion share brand on its core keywords as per Amazon Brand Analytics.

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