Overview
NOTHING is a consumer electronics brand that was founded in 2021 in London England. The brand has quickly grown its product range from earphones to smartphones as well as expanded its geographic reach globally. They began selling on Amazon in late 2021 and took on Witailer to help scale their operations outside of the UK. Witailer, a RETEX Brand, is a global agency that specializes in helping brands maximize their Amazon performance. As an Amazon Ads Advanced Partner and Global Selling Agency Partner, NOTHING had selected a great partner.
Thanks to Witailer’s strategy and access to rich real-time API Data managed and automated on Pacvue, NOTHING was able to expand its paid Amazon full-funnel campaigns across 5-European markets including The United Kingdom, Germany, France, Spain, and Italy.
This immense scale allowed the brand to have an exceptional Q2 2023 resulting in their best quarter on Amazon to date even when compared to sales events periods. The brand has so far achieved a revenue Uplift, 64% Sales Increase, and 95% ROAS Improvements with still 3 weeks remaining in the quarter.
While this brand is still small and starting from a relatively low base when compared to more mature CE brands, the strategy, execution, and continued drive to optimize their performance has been inspiring to see as a technology provider.
The Challenge
As a new brand in the fiercely competitive consumer electronics industry, NOTHING faced the challenge of establishing its presence across the buyer journey, from brand awareness to consideration and purchase. To meet customer demand for their smartphones and earphones, the brand aimed to quickly expand across Europe. While their smartphone was the top-selling product, NOTHING strategically focused its paid media efforts on becoming a household name in the earphone category, aiming to secure a strong position in this highly competitive sub-category.
The Solution
To grow market share, Witailer focused the NOTHING budget on several retargeting campaigns in Q1 2023 to maximize sales to customers who had seen or engaged with previous ads. In Q2 the media mix had a reduced budget of 15% and shifted from 20% of spend focused on DSP to focus on Sponsored Product (62.8%) Sponsored Brand (26.6%) and a small amount (10.6%) dedicated to Sponsored Display.
Despite this shift towards bottom-of-funnel conversion, the brand successfully attracted a considerable number of New to Brand customers. Their strategy of nurturing leads through Q4 and Q1, primarily emphasizes brand awareness, leading to a tactical shift in Q2 towards conversion and revenue growth. As a result, Q2 became their most successful sales quarter on Amazon to date.
The Results
The results below outline the campaign performance of NOTHING’s earphone paid media on Amazon UK, DE, FR, IT & SP for period of 1 April 2023-8 June 2023 (Q2 ’23) compared to 1 January 2023- 30 March 2023.
- +64% sales improvement with a 15% reduction in spend compared to Q1 2023
- -29% in spend per click while seeing a 33% decrease in CPC compared to Q1 2023
- 95% ROAS improvement compared to Q1 2023
