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Souper Growth Around The World

Advertising
Branding
Dayparting
Inventory Management
Strategy
A+ Content

$

33.1

K

X

%

Increase in Global Sales YoY

Souper Cubes, a leading manufacturer of innovative kitchenware, faced the challenge of expanding their global footprint on Amazon across multiple regions including the US, Canada, the UK, the UAE, and Australia.

With the objective of significantly growing their sales despite logistical challenges and stock issues, Souper Cubes partnered with Nectar for strategic multi-region expansion and optimization.

The team would need to increase brand awareness globally, enhance shelf presence, and ensure a adaptable strategy for region specific market dynamics.

challenges

1

Out of Stock (OOS) Issues

2

Global Brand Awareness

3

Regional Market Dynamics

4

Enhancing Digital Shelf Presence

Solutions

Strategic Keyword Expansion and Dayparting:

Nectar harnessed the power of meticulous keyword research and an aggressive dayparting strategy across all markets. By tailoring advertising visibility to coincide with peak shopping hours, we ensured that Souper Cubes' products remained in the limelight when customers were most active.

This strategy allowed for the optimization of advertising budgets, redirecting funds from off-peak hours to bolster campaigns during high-traffic periods, thus maximizing reach and engagement.

Brand Store Optimization and Growth:

In the US, Nectar revamped the approach to Sponsored Brand campaigns by switching to Store Spotlight campaigns, which played a pivotal role in boosting brand store followers by 28% in Q1 2024 alone. This strategic shift not only enhanced brand visibility but also fostered a more direct connection with the consumer base.

Meanwhile, in Canada, the launch of a new brand store marked a significant milestone, allowing for the creation of Sponsored Brand campaigns that drove additional brand awareness and expanded the digital shelf space.

Advertising Diversification:

Nectar moved away from previously relied-upon automatic targeting campaigns to embrace a full-funnel strategy. By segmenting branded from non-branded searches and breaking down campaigns by keyword match types (exact, phrase, broad), we achieved granular control over advertising spend.

The campaign types were tailored to regional specific market conditions. This diversification increased Souper Cubes' brand awareness significantly and optimized their digital shelf space, ensuring a broader reach to potential customers.

Marketplace Cleanup and Expansion:

In the UAE, the challenge of third-party sellers taking over the buy box was systematically addressed, clearing the path for Souper Cubes to reclaim its rightful market share. Once resolved, advertising campaigns were launched to full effect, flooding the marketplace with Souper Cubes’ presence and achieving immediate success.

This cleanup allowed for an optimistic projection of tripling OPS in 2024. Similarly, in Australia, leveraging keyword research from the UK market facilitated rapid account growth despite a challenging 3PL transition. By aligning with the linguistic similarities between the UK and Australia, Nectar was able to implement a highly effective advertising strategy that promises substantial growth.

Comparison

results

Sales across the globe:

Net global sales increase of over 2.3 Million (33.1%) achieved in under a year.

US Market Growth:

Achieved a 22.7% year-over-year growth in sales.

Canada:

OPS soared by 130.9% YoY, with a 25.9% growth continuing in Q1 2024.

UK:

Grew Sales by 147% YoY, with strategic advertising adjustments leading to increased brand awareness and control over ad spend.

UAE:

Despite being a trial run, with limited inventory reserved for the region, sales Reached over $150k in less than a year by overcoming third-party seller challenges and saturating the Sponsored Ads space.

Australia:

Despite a major 3PL transition, grew the account to reach over 100k sales in under 7 months, setting the stage for potential double growth in the following year.


Further reading:

Read about how we also helped Souper Cubes beat their post holidays seasonal dip.

Read about how we also grew their website sales.

Before
After

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