How UK Cosnova Exceeded Amazon Ad Sales by 340%: A Case Study

One-Line Summary UK Cosnova exceeded its sales target by 340% and maximized new customer acquisition by implementing a localized Full-Funnel strategy that leveraged Amazon DSP, Sponsored Ads, and Video Ads.

What This Case Is About When Cosnova's essence and Catrice brands entered the UK market, they faced challenges such as high CPC (Cost Per Click) and low ROAS (Return On Ad Spend). Relying solely on existing Sponsored Ads proved insufficient for building brand awareness. To address this, they partnered with Amazon Ads Partner Front Row and adopted a 'Connected Commerce' strategy designed to simultaneously boost awareness and sales.

This strategy involved investing in Upper-Funnel activities through Amazon DSP to increase awareness, and organically connecting these efforts with Lower-Funnel activities like Sponsored Products and Video Ads. Crucially, they integrated Amazon Ads with UK cultural elements and brand activities on other channels, focusing on exposing the brand where customers were already engaged. As a result, they achieved remarkable outcomes: exceeding their sales target by 340%, achieving profitability within 8 weeks, and securing a 53% share of new customers.

Implications for Korean Sellers 1. Expand Upper-Funnel Investment: Move beyond relying solely on search ads and proactively build brand awareness with Upper-Funnel solutions like Amazon DSP. Investing in awareness is crucial for long-term sales conversion rate improvement. 2. Implement a Connected Full-Funnel Strategy: Organically link various Amazon ad types such as Sponsored Products, Sponsored Brands, and Video Ads. Optimizing for each stage of the customer journey and maintaining message consistency by connecting with other channels is vital. 3. Focus on Customer Interests: Pay attention to "what customers are interested in" and integrate your Amazon Ads with current customer interests, such as cultural events or social media trends. This leads to effective brand exposure and improved conversion rates.

Important Notes 💡 This case study focuses on a localized strategy tailored for the UK market, and Amazon DSP and Amazon Marketing Cloud are accessible through sellers or agencies that meet specific eligibility requirements.

Next Actions - Evaluate the potential of utilizing Amazon DSP and explore ways to increase brand awareness by developing an Upper-Funnel advertising strategy. - Review how your current Amazon ad campaigns are connected from a Full-Funnel perspective to create synergy, and develop a plan for improvement.

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