The Background
Under The Weather creates pop-up weather protection pods that have been extremely popular with parents hoping to stay comfortable while sitting along the sideline at their children’s sporting events. The brand has grown to include products for a myriad of uses, and their success has spurred many counterfeit, lower-cost and lower-quality products into the market, hoping to ride on their coattails. This is especially pervasive on Amazon, where the side-by-side comparison nature of the site can lend itself to a race to the bottom.
The Approach
In 2020, the types of events that had traditionally driven business were largely canceled – but Under the Weather’s pods proved to be a surprisingly simple solution to social distancing.
To take advantage of this, we helped Under the Weather pivot their business and adjust their advertising strategy to meet the growing search trend for products that allow people to stay connected safely.
We created a more ownable visual identity alongside benefit-focused copy that would show, not tell, the consumer that when it comes to pop up tents, you get what you pay for. And when you choose Under the Weather, what you get is superior quality, superior construction and a dogged attention to detail.
We also updated their content to meet the moment, showcasing the product in use in traditional sporting events as well as incorporating important keywords to help with discoverability.
The Results
By restructuring the advertising account to drive rapid learning, category growth and the flywheel effect on key targets across branded, category and competitor keywords across all ad types (product, display, brand), we were able to achieve:
- Expanded category targeting to 15-30 keywords per style (9 styles), improving category spend to 35% of ad budget
- Expanded competitor targeting which contributed 11-16% of monthly ad-attributed revenue
- Total Cost of Advertising (TACoS) averaged 2.7-4.9%
- 48% conversation rate increase
- 88% Share of Voice for branded “under the weather” searches
"Amify has been an excellent partner who has driven growth for us on Amazon. They executed a brilliant launch strategy for a new product that helped us achieve a top 10 listing and an Amazon Choice badge within just six weeks of launch."
