Imbued, founded in 2017, is a subsidiary of one of the world’s largest manufacturers of electronic, electrical and fiber optic connectors in the world. With a market capitalization of over 6 billion dollars, Imbued offers 24 different SKUs on Amazon, and operates in the Cell Phone Accessories space.
Challenges
- Needed to identify a launch strategy to establish costs to launch a product with a goal of getting to Page 1 of search
- Competing in a crowded category with existing brands like Amazon Basics and Anker
- Launch a direct to consumer USB C Cable that sells 1,000 units within 30 days
- Gain organic placement on Page 1 for a targeted keyword in 12 weeks Targeting USB C Cable, USB C Charging Cable, or USB C Data Cable
Solution
- Outlined the initial 90-day content & marketing launch
- Ran structured A/B tests to identify cost and impact of each available marketing lever
- Identified high opportunity keywords to improve organic search placement
- Identified a target audience, category, and product trends for relevancy
- Created and optimized Sponsored Product Ads strategy building, implementation, & execution based on conversion bidding strategy
- Created optimized title, description, and bullet points
- Provided guidance and creation of product imagery and infographics
- Reviewed and monitored product feedback and copy updates
Results
- Identified strategy to launch products using a combination of: Best Deals, Lightning Deals, and Sponsored Product Ads
- Reached page 1 of organic search results for USB Type C Cable search term in 8 weeks
- Reached page 2 of organic search results for USB C Cable search term in 12 weeks
-Stock issues prevented further progress - 1,000 units sold in 1 week at a 43.69% conversion rate
- Identified product preferences based-off customer behaviors around sales and advertising for a 2nd launch
