Cupkin, a popular maker of child-friendly cups and sticker books, faced a critical situation with an 80% sales loss due to a product recall, needed an innovative strategy to rebound and continue its growth trajectory.
The recall posed a significant threat to their annual performance, requiring a swift and effective response.
At the beginning of Q4 they partnered with Nectar.
With the Amazon fall Prime Day and the holidays looming, Nectar's advertising team set to work to make Cupkin come out on top despite the disadvantage.
Identified and doubled down on other potential hero products in the catalog.
Segmented top-selling items to tailor the marketing approach to different customer segments.
Adjusted campaign structures based on search term behavior and market analysis.
Kept a close eye on campaign performance and market trends, adapting strategies as needed.
Cupkin's strategic agility and focused marketing efforts led to remarkable results:
Market Resilience: Effectively shifted focus to other products, compensating for the loss from the recalled product.
Year-Over-Year Growth: Achieved a 40% increase in sales for the period, year-over-year, despite the disadvantage.
Overcoming ad spend issues and seasonality with precise segmentation and strategic spend management, fueling sustainable growth.
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Launching a premium product on Amazon for immediate growth and profit sustained in the long term through holistic strategy.
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