Wavemaker & Church & Dwight chew on Amazon success

Church & Dwight’s Vitafusion, America’s leading gummy vitamin, saw a decrease in share as challenger brands entered the category and created a more saturated, competitive market. On Amazon, this challenge was compounded by high auction prices and 100+ advertisers in the space, making awareness critical to conversion.

Wavemaker research showed that when shoppers were aware of Vitafusion and had a positive bias toward the product, they were 68% more likely to convert compared to unaware consumers. But sponsored ads alone could not drive the awareness and bias needed to drive sales and stand out from the crowd. With Wavemaker’s proprietary tools, we identified the ideal channels and partners to solve this, leading to our partnership with Amazon to design a plan and deploy awareness-driving channels in streaming TV, Amazon Live, and display media to drive bias and conversion for Vitafusion.

Here is how our Amazon success story played out:

• With measurement solutions like Amazon Marketing Cloud AMC and omnichannel metrics (OCM), we could measure the impact straight from Amazon to deliver strong business results in addition to increasing market share.
• We built an awareness-first campaign surrounding New Year, New You spanning streaming TV, Amazon Live (allowing for real-time customer engagement), and display media to drive awareness and conversion with health-focused shoppers.
• In addition to brand-building media, we deployed a Subscribe and Save (SNS) Share of Voice (SOV) package on Amazon, as well as owned and operated (O&O) properties to drive awareness and incentive to subscribe, which prioritises high conversion, high subscription products to drive lifetime value.
• We partnered with influencers during Amazon Live segments, delivering on core reasons to believe (RTBs) of flavour and benefits in their descriptions of the product and aligned with the brand voice as an extension of the creative

The result? Our campaign reached 3.3M unique shoppers during the critical New Year, New You period, with two-thirds of shoppers brand new to the brand. SNS-specific messaging led to a 41% increase in total subscriptions, a +65% rise in new brand purchases, and a +40% boost in hero Amazon Standard Identification Number (ASIN) subscriptions.

Our provocation from this campaign is that retail media extends beyond the lower funnel. By utilising retailer first-party data and diverse channels, such as TV and social, we achieved greater insights and granular targeting, resulting in meaningful business outcomes like increased sales and market share.