Anthony
Making a Men’s Skin Care Brand a Household Name on Amazon
Industries
Beauty and Health, Consumer Packaged Goods
Overview
Created in 2000 in the heart of New York City, Anthony was born from men’s search for products crafted to their specific skin and grooming needs.
The result is a collection of innovative, straightforward and benefits-driven skincare formulas. Their simple-to-use, award-winning products, are designed to bring you high-performance care fused with natural ingredients and cutting-edge technology that deliver results you can feel and see. Anthony wants you to stop worrying about your skincare routine and go about your day.
Anthony sells its products through multiple online channels including its website and the Amazon marketplace.
Situation
After relying primarily on organic traffic, with unoptimized ad campaigns, in Amazon’s vast marketplace, Anthony wanted to increase traffic to its product line and store on the Amazon platform. In early 2022, after connecting with SellerSlice, a full-service Amazon agency based in Seattle, Anthony began adopting several new marketing strategies to enhance both organic and paid ad traffic with the expertise and weight of SellerSlice behind them. Duke Kroll, founder of SellerSlice and former Amazon marketing executive, said “We were very excited to get started with Anthony and show them the effectiveness of some of our proprietary strategies and tactics for quickly increasing traffic and revenue in the Amazon space. We also wanted to help Anthony achieve its overarching goal of becoming a household name in men’s skincare.”
The SellerSlice Impact
Up until this time, Anthony was not really leveraging targeted advertising for its brand or utilizing Amazon’s powerful ad console designed to engage customers through every stage of the shopping journey on its platform. So, as a starting point, SellerSlice immediately implemented several foundational advertising campaigns through the console to attract customers and increase high-quality, targeted traffic.
Additionally, SellerSlice implemented brand protection campaigns, keyword campaigns, and automatic targeting campaigns for the brand as well as each of its products to maximize the effectiveness of Amazon’s advertising console. Moreover, SellerSlice worked closely with the Anthony team to provide a strategic sales and promotional approach aligned with the advertising strategy to increase rankings, overall monthly sales, and to make Anthony a household brand name on Amazon. With these layered marketing strategies, SellerSlice covered every possible base and angle for Anthony.
This strategic approach positively impacted both rankings and sales through the synergy and confluence of the following factors:
Increasing organic rank to #1 in the top product categories
Earning Best Seller and Amazon Choice badges for top-selling products in relevant categories
Conducting A/B testing of multiple product features
Implementing promotional and coupon strategies
Increasing cart size
Results
“The results for the initial 90-day implementation and foundational building period have been nothing short of phenomenal,” Kroll said.
Within the first several months, SellerSlice increased ad sales by over 52% while also increasing the marketing budget spend efficiency by over 23%. Total ordered product sales increased by 24%.
With this accelerated momentum, SellerSlice continued to innovate and work hard for the Anthony brand on Amazon. For the rest of 2022 and going into 2023, the team at SellerSlice continued to create new campaigns while optimizing bidding, competitor, and keyword targeting.
To be even more effective, SellerSlice utilized Amazon’s new campaign types—video marketing, creative image sponsored brand ads, and sponsored display ads. As a result, Anthony has seen over 61% increase in sales.
Continued optimizations to advertising campaigns have resulted in a substantial increase in the ClickThrough Rate (CTR), month-over-month in 2022.
As a result of SellerSlice’s hard work, Anthony is currently the top brand among its competitors in the Amazon marketplace. The enormous increase in sales, rankings, and cart size growth has really made Anthony realize its goal of becoming a household name on the platform.
