New Balance

Helping New Balance increase ROAS by 19% on Amazon Marketing Services

“Greenlight helped us greatly in both planning and executing our AMS campaigns in both the UK and DE, in addition to assisting with our new Brand Store set-up. We’ve seen some very strong results across both territories.”

Jack Haslam, Digital Associate Marketing Manager – European Key Accounts, New Balance

The Objectives

  • With a growing customer base on Amazon, and an extensive range of products on-site, New Balance challenged us with establishing and developing its Amazon Marketing Services campaigns, both in the UK and internationally
  • A key focus as part of the activity was to ensure the campaigns adhered to best practice on the emerging advertising platform, while driving continued performance improvements over the first quarter of activity

The Strategy

  • To maximise budget, we focused on New Balance’s key product lines when building out our initial campaign structure, which helped make sure that campaigns were gathering statistically significant data to inform optimisation
  • We worked closely with the Amazon product team and used their shared insights around Amazon keyword trends and product performance to inform our campaign planning
  • Learnings from existing paid media channels were used to accelerate success on Amazon from the start, with keyword trends and performance from Google and Bing paid search activity having proven to be especially effective
  • We tested a range of different ad formats to determine which would perform better for New Balance as a brand

The Results

  • Over the first quarter, we saw an impressive 21% rise in revenue driven through Amazon Marketing Services campaigns
  • ROAS increased by 19%, driven by our campaign, bid, and product optimisations
  • Using the results from the first three months, we’ve devised strategy recommendations for the next quarter
  • A solid foundation is now in place from which to launch a more aggressive push on the platform going forward