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Pocketalk

CASE STUDY

Pocketalk is a Japanese brand looking to enter the US market through Amazon. Due to the highly saturated market, Pocketalk faced high competition, low visibility and ultimately low sales velocity. Direct Agents began work to build brand awareness, grow product visibility and increase sales.

Goals

Increase brand awareness from close to zero

Increase organic and paid presence for category terms

Identify competitors and estimate SOV amongst competitors

Grow sales velocity, paid and organically

Strategy

CHANNELS: AMAZON PRESENCE MANAGEMENT & ADVERTISING

Direct Agents started with building out a solid retail-ready foundation for Pocketalk to put them in a position to maximize brand presence, product interest, and sales conversion rates. First, we claimed Amazon Brand Registry for Pocketalk in order to have full control over their brand store and product detail pages. Next, we researched and identified mission-critical terms that would drive relevant and qualified traffic to the product pages, then optimized the product listings to all A9 ranking factors and developed highly targeted content based on those terms. In addition to this was developing benefit-focused content in the product attributes, product descriptions and enhanced brand content to further drive conversion rates.

With the product detail pages retail-ready for advertising, we created multiple ad types to drive the greatest relevant reach. This included Manual Keyword Sponsored Products, Auto Sponsored Products, Manual ASIN Sponsored Products and Sponsored Brands. Brand and Non-Brand campaigns were segmented to track changes in brand awareness and we continuously expanded our campaigns by pulling in new keywords and ASINs from Auto Sponsored Products campaigns. From here we optimized the campaigns to maximize sales, which led to more reviews all the while ensuring the performance fell within acceptable KPIs.

Results

In just a few short months…

1
2
3
4
1
2
3
4

250

keywords ranked organically on Amazon

50

Keywords on Page 1

20x

Rise in Branded Search Volume

23x

Increase in Product Sales

KeywordRank
BrandSearch
AmazonGrowth

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