Amazon DSP for Viter Energy
How I helped Viter Energy, a growing energy supplements brand on Amazon achieve a 3.25 total ROAS and $800k+ sales through Amazon DSP Advertising.
The Client:
I worked for Viter, an energy brand on Amazon that innovates the way people boost their energy daily. They’re a brand that creates caffeinated mints and gum. But even with the positive, continuous growth of the brand’s sales and influence, they wanted to sustain and push their growth further by scaling their new-to-brand customers all while maintaining a healthy ROAS (Return on ad spend).
The Challenge:
Trying out new and different avenues of advertising to get the word out about their products is always daunting to any brand. While this client was on board with advertising on Amazon DSP, they had several concerns surrounding ad spend and profitability due to the changes influenced by economic challenges in the market.
No industry is a stranger to a variety of obstacles. So when asked about the biggest challenges on the horizon in their industry, they responded: “The challenges have always been advertising profitably. Now in 2021, we also have to contend with supply chain delays and inflationary pressures. We will continue to use Amazon DSP as we’ve seen strong performance in the past.” While this client has had doubts, they gave me their full trust to help achieve their Amazon DSP goals of continuous positive performance and growth.
The Solution:
This brand’s initial advertising activity heavily revolved around driving sales through retargeting and was solely focused on profitability through this type of campaign. Advising them to shift their strategy to focus more on awareness instead, I helped them achieve longer-term benefits by launching upper-funnel campaigns with the goal of broadening the pool of users that are being retargeted as much as possible.
This strategy was meant to increase the number of new-to-brand purchases in the long run. Doing this has helped scale purchases all while maintaining healthy Total ROAS levels throughout 2021 and 2022.
Among the various solutions implemented, in addition to Consideration and Awareness campaigns that targeted In-Market, Lifestyle, product searches, and similar product views audiences, I worked on targeting the following audiences:
Amazon Store visitors that didn’t convert.
Website visitors through the Amazon Advertising tag.
Twitch audiences in an engagement-oriented campaign.
One of the most successful campaigns was the Twitch campaign for one of their caffeine product which increased their total product sales by an astounding 95% the following month and doubled their sales again two months later. Their sales for that product then kept increasing steadily month over month.
MONTH OVER MONTH SALES GROWTH OF ONE OF THE PRODUCTS AFTER THE LAUNCH OF THE TWICH ENGAGEMENT CAMPAIGN IN EARLY DECEMBER.
The Results:
3.25 ROAS.
25% new-to-brand increase from 2020 to 2021.
125% product sales increase from 2020 to 2021.
As a result of the effective consideration campaigns, their overall ROAS remained healthy in 2021 and throughout 2022. We were able to maintain the profitability of the account all while lifting sales and investing further in upper-funnel strategies. While many brands would second guess advertising via the DSP, this brand is winning the game when it comes to tackling upper funnel segments.
