Paid Social Marketing Strategies

#Paid social #Amazon ranking #Viral #Vertical video #Brand Awareness

How it started:

Heimish is a Korean beauty brand that focuses on selling key products such as All Clean Balm and Dailism Smudge Stop Mascara on Amazon. As Heimish’s main sales channel is Amazon, their main goal is to improve product ranking of Dailism Smudge Stop Mascara in order to compete other brands’ product while boosting sales.
However, running Amazon ad alone was not making enough traffic to detailed page since mascara related keywords have high CPC. Upon analysis, marketing team found that there’s a missing an opportunity to draw traffic from social media, and decided to plan a combination of Amazon ad and paid social ad landing on product page.

How I began with:

- Prepared 2 month- ad plan and involved in budgeting with e-commerce marketing manager.
- Identified a target audience and demographic to curate effective paid social campaigns for Heimish.
- Collaborated with media team to select the best type of ad content and channel.
- Decided product discount rate with e-commerce team and planned 2 strategies for Prime member and non-Prime member.

Action plans:

- In order to establish brand online presence on social media channels, collaborated with media team to develop multiple branded graphics and videos.
- Gathered the optimized vertical type videos showing the different product features.
- Executed the best practices and A/B testing on ad type, and contents and optimized ad campaign.
- Monitored viewer’s reactions on each social media channels and analyzed view length, the number of views, clicks, bounce rate and cross checked on Amazon product ranking and selling data.

Results:

Within a month from the launching date, product raking increased 500 steps and ROI reached by 300% on Amazon. Also, ad video successfully reached out to broad audience within the intended target pool by hitting average video view rate by 95%.