Calbee America
At Calbee America, our passion is simple – to make delicious, natural snacks using quality ingredients that taste great and bring a smile to your day. After all, isn’t that what snacking is about?
An established retail brand with limited Amazon knowledge
The cooperation with Calbee was an interesting and exciting challenge for us since the brand had a very bare-bones setup on Amazon but was already established in retailers and other marketplaces.
Overall, the brand struggled with low visibility due to poor listings and a nonexistent marketing strategy tailored for Amazon. During the initial brand audit, it became clear that the listings and campaigns had mostly been copied & pasted from other marketplaces and that the brand either lacked the knowledge or resources to make Amazon a success story.
More relevant traffic and higher CVR to close the gap to competitors
Before we took over the brand, traffic was continuously declining, and CPCs were increasing – not necessarily the best combination. We consciously spend a lot of time on the initial campaign optimization to stop the negative and downward spiral of the account.
Since most of their campaigns included too many keywords per ad group, we created hundreds of new campaigns in the first weeks. By increasing traffic relevancy and making small tweaks to the listing images, we managed to close the initial conversation rate gap to our competitors (21% vs. 29%) in just a few weeks.
Scaling monthly revenue by 400% in just 3 months
When discussing the original target with the team at Calbee before the onboarding, we both agreed on a 200% monthly revenue increase within a 6-month period as a tangible goal. After kicking off our partnership, we had already quadrupled their monthly revenue in the first 3 months.
Due to the existing brand awareness and success in retail, Calbee has definitely been an edge case, and most brands will not see such a revenue increase in such a short period. Nonetheless, this has undoubtedly been among the most exciting and rewarding projects.
Will you guys stop doing a good job - 2 months in a row now you tracked over 50% of sales attributed to ads and a 4.27 ROAS in March. Stop trying to steal all of Calbee's money - JK - exciting stuff!!
