When Thrasio acquired Becky Cameron Home, the company’s hero product was well-ranked in the pillow category on Amazon and boasted 12,000 reviews. We built on this position by applying creative updates and rebuilding marketing initiatives from the ground up. This increased sales and a new inventory forecast – all part of a comprehensive brand strategy.
With more than 2,500 Amazon Standard Identification Numbers (ASINs), Becky Cameron Home was our largest brand acquisition to date. Our first order of business was to consolidate the product line to help drive sales velocity. We also knew we could save dramatically on costs by shoring up the supply chain.
Every Thrasher had a hand in this brand's success — combing through each listing to update creative, SEO title tags, and ensure each listing was Amazon TOS compliant. We also added two new suppliers and increased manufacturing capacity by 5X. We then built data set tools to help us manage a brand of this size and larger.
One ASIN Drove 72% of Brand Growth
When we acquired Becky Cameron Home, the 2-Pack Gel Queen Pillow Set had the second-highest number of reviews in the category on Amazon. We significantly increased ad spend and optimized the listing from SEO to creative branding.
Turning a Product Into a Brand
Many ASINs in this brand did not have a complete listing, which negatively affected SEO. For each listing, we updated branding with a new luxe feel and added 9 listing photos and A+ content to increase trust.
Driving $18M in Year 1 Growth
A robust marketing strategy for this brand held a big opportunity to help drive growth. Pay-per-click advertising was a huge part of that approach, with other efforts including Amazon events (e.g. Amazon Live), affiliate marketing, social media, and DTC.
*Our case studies are for general information purposes; they are not guarantees of future performance and undue reliance should not be placed on them. Each study is based on a particular set of facts and conditions at a point in time and may involve known and unknown risks and uncertainties. The performance, financial results, and projections for the products or sellers in these case studies may not be parallel in others.
We took a commercial-grade product and made it consumer ready, increasing revenue from $2.5 million to $16.5 million. In the process, this brand became so beloved, it expanded beyond Amazon to be sold in retail stores across the country.
Thrasio revamped pay-per-click marketing, launched generous customer service initiatives, and brought TrailBuddy into new marketplaces—making this brand a global success.
