Willow Balm is a tried and true, natural remedy for aches and pains related to arthritis and a hard day’s work. It has devoted fans and plenty of word-of-mouth evangelists – none of which translates to sales in the vast and impersonal world of Amazon. As Willow Balm rebranded to Nature’s Willow and launched a new product, Bug Bite Balm, they sought our help to retain their base, reach their ideal customer and successfully launch this new product in a well-established category.
Rebranding on Amazon can be tricky. You want to retain your loyal customers while keeping pace with the times (and your competitors). Plus, Nature’s Willow would be launching a new product in an already crowded space – one with big-name competitors that consumers search for by name.
Our team effectively incorporated Nature’s Willow’s new branding into the rigid templates of Amazon, paying
particular attention to incorporate strategic keywords into the listing that would help boost traffic. Through custom photography, an elevated design and strategic approach to content, we created product listings that would drive conversion and sales. A revamped brand store would help to effectively capture existing customers looking for their Willow Balm pain reliever, while introducing them to the benefits of the newly launched Bug Bite Balm.
With a limited budget for advertising, we aggressively targeted high-volume terms to start the flywheel and secure organic rank. The goal was to capitalize on Amazon’s honeymoon period of a new product launch to shift targeting quickly and send strong reinforcing signals to Amazon. We also implemented both the Vine reviews program and early reviewer program in an effort to earn honest, hopefully positive feedback early in the product’s lifecycle.
In just a few weeks post-launch, these creative and advertising strategies – along with high conversion rates and sales – landed Bug Bite Balm in the top 10 of more than 30 high-volume search terms. Amazon has also applied Amazon’s Choice badges for several priority terms, including “insect bite treatments,” “mosquito bite treatment” and “bug bite balm,” lending credibility to the product.
In addition, Amazon ranked the product #9 in the category after only 4 weeks in the market, placing it higher than large established brands like Cortisone, Benadryl and others. Beyond these achievements in organic rank, the creative and content is driving category leading conversion rates of 50%-60%, earning this new-to-market leader significant sales growth, week over week.
Last but not least, after just 10 weeks, Bug Bite Balm has 110 reviews with an average rating of 4.5 stars – successfully maintaining the brand’s reputation of natural, effective relief.
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