The Honest Company, a digitally-native consumer products company dedicated to creating clean- and sustainably-designed products spanning baby care, beauty, personal care, wellness and household care, does a significant portion of their business through Amazon. With nearly a fifth of their 2022 total revenue coming from Amazon, it is critical that the brand ensures this channel is supported and nurtured.
In the summer of 2023, the Tinuiti team identified a crucial gap in The Honest Company’s sales funnel on Amazon. From April to July of 2023, nearly 25% of customers who added an Honest Company product to their Amazon shopping cart did not complete their purchase. This represented $1.5 million in potential revenue – a huge opportunity for re-engagement.
However, The Honest Company had no way to specifically target these individual customers to encourage them to complete their purchases. So Tinuiti stepped in to help.
Cost-Per-Acquisition of Subscribe-and-save signups
versus campaign averages
How We Did It
To drive up conversion rate, Tinuiti’s AMC tech organized and built AMC audiences by product category (Diapers, Wipes, and Personal Care) to target cart abandoners in the last 30 days. Building audiences by these specific categories ensured customers only received ads that were relevant to them.
With audiences built, Tinuiti created product-specific Display ads tailored to the specific categories. Subscribe-and-Save options were also highlighted to maximize the potential lifetime value of these conversions.
Since achieving this success, The Honest Company has collaborated with Tinuiti on building upon these stunning results – expanding across audiences into Sponsored Clicks, Keyword Searches, and additional ad exposure – and they’re still ecstatic with this campaign’s given ability to acquire new, high-value customers for less than $1.