Overview
Boldify is a hairstylist-developed product line designed to increase the thickness of your hair. From their biotin serum to hair fibers, Boldify products treat and style your hair to give you healthy volume and shine. Boldify partnered with Tinuiti in January 2019 to solidify organic positioning, increase profitability (while maintaining a low ACoS) and use Amazon DSP to scale their business.
- Amazon
Working with Tinuiti has been a fantastic experience for Boldify. Not only has it made business sense historically from an ROI perspective, but we are confident they are thought leaders in their space and we intend to continue our partnership well into the future.
– Mike Viskovich, Founder & CEO at Boldify
Q1 2019 vs Q2 2019
%
Total Sales Increase
%
Ad Sales Increase
%
ACoS (below 30% goal)
Q2 2019 vs Q3 2019
%
Total Sales Increase
%
Ad Sales Increase
%
ACoS (below 30% goal)
Boldify Seeks Amazon Agency Expertise
The months prior to partnering with Tinuiti, Boldify was experiencing rapid growth and pursued our Amazon agency services with a goal of maximizing visibility and volume to solidify organic rank for core keywords. Their goal was to boost organic positioning by pushing sales (at a breakeven ACoS to start out) and then scale profitability once ranking was solidified. Due to time constraints and lack of bandwidth, Boldify wanted to work with Tinuiti to help them discover missed opportunities within their account, find new keywords, and optimize performance.
Tinuiti identified several areas of improvement within Boldify’s account including:
- Campaign restructuring (pre-Tinuiti campaigns were not using best practices such as 1:1 structure or separating broad, phrase, exact match types)
- Minor tweaks to content (Boldify’s content was in good shape but we suggested minor improvements such as adding a how-to video for more complex hair products as well as having the Boldify brand name at the beginning of his product titles)
- Implement granular bid optimizations throughout the account (including Seller Central & the Advertising Console) to find additional opportunities to scale the business
Solidify Organic Positioning
Our first objective was to boost Boldify’s organic positioning. With a relatively small catalog, we focused our efforts on two of their best-selling ASINs including the Hair Fibers product and Hair Thickening Spray. Thanks to a combination of campaign restructuring and granular bid optimizations, we obtained the first organic placement for two critical keywords (relative to these products) and were also able to secure the “Amazon’s Choice” badge for one of their top performing ASINs.
Scale Profitability with low ACoS
Tinuiti has also been able to efficiently boost sales volume each quarter with significant year-over-year growth (391% increase in sales) while maintaining a low ACoS goal. We saw a 20% increase in total sales from Q1 2019 vs Q2 2019, followed by another +20% increase in total sales from Q2 2019 vs Q3 2019 while maintaining ACoS below their target goal.
Use DSP to Continue Scaling Business
Tinuiti leveraged Amazon DSP retargeting with 1 of Boldify’s ASINs in late May 2019. Since, we have expanded our retargeting efforts for another one of their best-selling ASINs as well as implemented competitor audience retargeting. This allows us to identify Boldify’s competitors, build audiences off of those competitor audiences, and target them directly. By continuing to understand the needs of Boldify, Tinuiti is better able to tailor our program to achieve the type of growth, efficiency, and reach that is needed to exceed their goals today.