Pepper Bra
Pepper Bra, a premium lingerie brand, faced a challenging landscape on Amazon in 2023. With rising competition, high advertising costs (ACOS), and minimal organic sales contributions, the brand struggled to achieve profitability and sustain growth. In partnership with SwiftStart, Pepper Bra sought to transform its Amazon presence by optimizing ad spend, improving organic rankings, and scaling sustainably.
This case study examines the impact of SwiftStart’s data-driven strategies and outlines how they helped Pepper Bra increase profitability, reduce costs, and elevate organic sales over 17 months.
Challenges
The Pepper Bra was facing critical challenges that hindered sustainable growth. Its heavy reliance on PPC campaigns was straining its profit margin. Organic sales were barely there leaving the brand overly reliant on paid efforts. Desperately seeking a solution, Pepper Bra got expert guidance from SwiftStart to optimize its strategy, boost organic performance, and drive long-term success.
Some of the challenges were:
· High Dependence on PPC
Over 86% of sales were attributed to paid campaigns in June 2023, straining profitability.
· Inefficient Ad Spend
Despite investing $6,016 in June, the returns were limited, with a high TACOS of 17.4%.
· Low Organic Sales Contribution
Organic sales accounted for just 13.7%, limiting the brand's ability to reduce ad reliance.
· Inconsistent Growth
Seasonal spikes were not leveraged effectively due to a lack of strategic planning around peak periods.
Approach
Optimizing Ad Spend for Profitability
· Targeted Keyword Strategy
Conducted a deep competitor analysis to identify pricing, keywords, and design trends.
· AI-Driven Bid Management
Adjusted bids dynamically to maintain cost efficiency while driving ad sales.
· Budget Allocation
Allocated budgets towards campaigns with proven ROI and paused underperforming ones.
Results: Reduced TACOS from 17.4% in June 2023 to 9.6% in November 2024 while increasing overall ad sales by 254.7%.
Elevating Organic Rankings
· SEO Optimization
Optimized product listings with high-volume, relevant keywords in titles, bullets, and descriptions.
· Content Revamp
Enhanced images, A+ content, and product descriptions to align with customer search behavior.
· Review Generation
Implemented strategies to encourage reviews, improving credibility and organic rankings.
Result: Organic sales contribution surged from 13.7% in June 2023 to 47.7% in November 2024, a growth of 1,938.3%.
Sustainable Scaling During Peak Seasons
· Seasonal Ad Strategy
Increased ad budgets strategically during high-traffic months like Prime Day and BFCM.
· Remarketing Campaigns
Leveraged Sponsored Display Ads to re-engage customers and boost cross-selling opportunities.
· Inventory Planning
Ensured stock availability during peak demand, avoiding missed opportunities.
Result: Monthly gross sales increased from $34,556 in June 2023 to $202,116.42 in November 2024.
Comprehensive Data Analysis
· Performance Tracking Studied
Used analytics tools to monitor KPIs such as conversion rates, CTR, and sales velocity.
· Competitor Insights
Studied competitor pricing and strategies to maintain Pepper Bra’s competitive edge.
· Customer Behavior Analysis
Tailored campaigns based on insights into purchasing patterns and demographics.
Results Achieved
Sustained Revenue Growth
Monthly gross sales grew 484.7% from June 2023 to November 2024.
Improved Profit Margins
TACOS reduced by 7.8pp, significantly improving profitability.
Diversified Sales Mix
Organic sales contribution increased by 34pp, reducing dependence on PPC.
Enhanced Efficiency
ACOS reduced while maintaining a high volume of PPC-driven orders and sales.
Month-by-month
June 2023 vs. June 2024
· Gross sales grew from $34,556 to $279,658.30 (+709.4%).
· TACOS dropped from 17.4% to 13.0%, showcasing improved ad efficiency.
· Organic sales contribution rose from 13.7% to 32.1%, indicating a stronger market presence
· Ad spending reduced from $27,555 to $19,488 (-29.3%).
· Organic sales contribution nearly doubled, rising from $52,304.44 to $96,332.48 (+84.2%).
