Nectar took over Waterdrop's advertising efforts in August 2023, employing a multi-faceted approach using Amazon's full suite of advertising tools:

Full-Funnel Approach for Increasing Brand Awareness and Driving Subscriptions:

Utilizing DSP, Sponsored Products, Sponsored Brands, and Sponsored Display ads to create tailored advertising solutions that enhanced brand visibility and drove subscription growth.

This required deep competitive research and keyword analysis to create brand visibility at every phase of consideration.

Brand Store Redesign:

Optimized the brand store for user experience by improving navigation, highlighting key products, and using optimal product grouping to enhance the shopping journey and increase conversion rates.

Subscribe and Save and Price Point Optimization:

1. Pack Size Strategy:
   By experimenting with different pack sizes, Nectar introduced 24-packs in January 2024, which resulted in an 18% improvement in conversion rates over four months compared to the 48-pack. As more 24-packs were introduced, they made up 86% of sales within four months.‍
2. Subscribe and Save Discounts:
   Implementing a 10% discount for Subscribe and Save (S&S) subscribers led to a 17% month-over-month increase in S&S subscriptions, with shipped revenue from S&S averaging a 14% month-over-month increase.‍
3. Incremental Growth Opportunities:
   Continuously monitoring and optimizing campaigns to ensure profitable growth by focusing on Customer Acquisition Cost (CAC) and maximizing Customer Lifetime Value (CLV). As the subscribe and save push took off, there was a trailing organic growth that continued. Interestingly the other, larger packs began seeing sales growth as well.