Case Study
Nine Pandas
A beauty accessories brand bringing the latest beauty products to India from global trends. Nine Pandas finds unique, trending beauty accessories from across the globe and brings them to Indian markets at high quality and reasonable prices. Competing with the likes of Shark Tank favourite – Ghar Soaps, Nine Pandas is in a fairly competitive market.
Campaign
Amazon Growth – Indiawide
Industry
Beauty Accessories
Key Growth Levers
Here Are Our Results
Increase In Total Units Sold
0
%
Decrease In Ad Spends
0
%
Here's How We Did It!
Key Challenges
Nine Pandas rides on unique beauty trends which are still nascent. So initially journey is usually very profitable and rewarding but as the market catches on to the trend – the niche quickly saturates and maintaining share and profitability becomes very challenging.
Our challenge was to stabilise one of their hero product’s ROAS while also scaling their other 2 products’ revenues. So a single account with multiple portfolios having completely different objectives – made this a challenge worth relishing.
Approach
We took very different approaches for each portfolio, given the widely different expectations from each. Execution timelines and processes were also tweaked at the portfolio level to ensure success at each product’s specific goals.
- Custom Portfolio Strategy Design
With clear competitor research for each portfolio – married to the portfolio goals, we defined campaign structures, targeting, bid levels as well as optimisation processes at each portfolio level.
- Continuous Optimisation - Product 1
For product 1, our goal was to stabilise ROAS while scaling. We pruned & segmented the campaigns into a micro-targeting structure to allow us to optimise more minutely, push budgets to higher-performing targets and improve ROAS.
- Measured Scaling - Other Products
For the other products, our goal was to scale rapidly before the market became competitive. We set the campaign structures such that it allows us to scale measurably without breaking ROAS. We also identified targeting options in adjacent categories to rapidly scale up visibility and hence sales.
Impact
Winning Each Portfolio
We achieved the goals set for almost all of the portfolios except 1. We were able to successfully scale as well as improve ROAS across portfolios. While doing so – we also achieved higher organic rankings for each of the ASINs across categories.
Product 1
We improved the ROAS by 45% for this product while also increasing the sales by 46% simultaneously.
Other Products
We delivered an overall 91% increase in total sales of the account for 8% lower ad spends.
