Overview

Amazon Management

Laundry Sauce

Overview

Launching a DTC powerhouse

on Amazon.

Launching a DTC powerhouse on Amazon.

Outcomes

Increase in Total Revenue

19%

Increase in Orders

14%

Increase in Sessions

17%

Increase in Ad Revenue

The metrics above compare Jan 2024 to Feb 2024.

Background

Laundry Sauce is revolutionizing the laundry detergent industry, turning a mundane chore like laundry into an extraordinary experience. With its ethos of 'Everyday Elevated,' the brand infuses everyday life with confidence, excitement, and a sense of belonging. In just 17 months, Laundry Sauce has captivated over 100,000 customers, transcending functionality and nurturing a devoted community that finds joy in the routine.

When expanding onto Amazon's digital marketplace, Laundry Sauce sought a cost-efficient growth partner and expanded its partnership with Darkroom for Amazon management services. Our collaboration focused on gradually scaling profitability while transforming their Amazon presence with a more seamless customer experience.

What We Did

At the start of our partnership, Darkroom took the lead in redefining Laundry Sauce's Amazon presence and growth strategy. We employed a multifaceted approach to maximize performance and user engagement. We focused on four key areas: realigning their listing descriptions, A-plus content, conducting A/B testing, and implementing a manual spend strategy.

Storefront and Listing Content
Enhancement

Our partnership with Laundry Sauce began with a comprehensive approach to their storefront and listing content. Leveraging the storefront's potential, we capitalized on it to introduce new products, boost branded traffic, and adapt to seasonal trends seamlessly. Additionally, we aligned their messaging with consumer preferences, emphasizing stain removal over luxury features while enhancing images with larger, clearer text and visuals tailored specifically for the Amazon platform. Furthermore, we optimized product titles by integrating additional keywords, resulting in significant improvements.

A-Plus Content Improvement

We recognized the need for improvement in their A-plus content. Our approach involved refining and optimizing the content to provide a more compelling and informative experience for their customers. This included a redesign of visuals and messaging to ensure that their unique brand story came across to their customers.

Notably, as we discovered that the number one reason people were purchasing laundry detergent on Amazon was for effective stain removal, we strategically incorporated this into the A-plus section. We aimed to spotlight what sets Laundry Sauce apart - its fragrant scents, its stain-fighting abilities, and the luxuriousness of the product.

A-Plus Content Improvement

Growth Strategy

A/B Title and Image Testing

While Laundry Sauce’s normal images and static ads performed well on traditional platforms, the brand’s asset library was not well equipped for Amazon. Through A/B testing we discovered what worked and made critical improvements to see results. We simplified the copy, making it easily readable without zooming, and ensured their products immediately caught the eye of Amazon shoppers, aligning with the platform’s fast-paced, attention-grabbing environment.

Manual Ad Spend Strategy &
Optimization

As we started working on Laundry Sauce’s advertising strategy, we discovered a common issue among smaller brands - reliance on automated ad spend systems which often tend to follow similar patterns, leading to a lack of differentiation.

We optimized Laundry Sauce’s ad spend strategies with a more personalized approach to overcome some of these limitations. Using a manual, high-touch approach, we were able to make more strategic decisions tailored to Laundry Sauce’s goals and audience while maintaining control of keyword spend.

A/B Title and Image Testing

Manual Ad Spend Strategy
& Optimization

Beginning with a thorough investigative phase, we crafted a comprehensive quarterly plan for Q4 that fostered alignment among all partners, ensuring that every initiative was poised for success. Employing a data-driven approach, we constructed a holistic analysis, leading to full-funnel recommendations with a focus on year-over-year growth, CAC reduction, and LTV growth.

Steered by objectives of enhancing customer lifetime value and optimizing the brand’s subscription model, we aimed to cultivate a dedicated community around the brand. Resonating with target customers who embraced both the brand’s identity and price point, we crafted a narrative around Laundry Sauce becoming a lifestyle choice, reflecting a shared commitment to quality and values.

Key Takeaways

Create tailored visual content for Amazon

Test for success with eye-catching content

Leverage image text for enhanced visibility

01 Create tailored visual content for Amazon

Brands wanting to make the move to Amazon should avoid using the same content across multiple platforms, and rather tailor content to Amazon’s unique audience. Shoppers are primarily focused on making purchases and are not looking for brand awareness. Concise and easy-to-read copy is essential for capturing attention quickly.

02 Test for success with eye-catching content

In Amazon’s fast-paced, social media-like environment, it’s important to create content that immediately grabs the eye of the customer. This is why A/B testing is crucial for success.

03 Leverage image text for enhanced visibility

We leveraged a unique advantage - Amazon’s ability to read text within images for free keyword optimization. Our approach included conducting title experiments and running A/B tests, a strategy we refer to as “organic fixing.” This approach has enhanced Laundry Sauce's visibility and impact on Amazon.

NEW

May

2024

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