Pitching Amazon to the Leading
British LED Manufacturer
Introduction
Manufactured in the UK, Rotolight products have pioneered numerous industry-first, patented technologies, with over 50 granted patents, designs and trademarks around the world. From the very first suite of cinematic lighting effects (CineSFX™), LEDs that offer the benefits of continuous lighting and High Speed Sync flash all-in-one, to the brightest 2×1 soft light ever made, Rotolight LEDs streamline the workflows of imagemakers across the world.
Looking for ways to increase awareness of their brand, reach new audiences and improve sales, we knew that listing their brand on Amazon was the next step. So how could Brand Monkey help them?
Objectives
Taking into consideration Rotolight’s existing route to market, the premium pricing of their products and the process of selling products on Amazon in the UK, EU and USA, we set about creating a plan that would demystify the ability to sell premium products on Amazon.
The goal was to execute an advertising strategy that would target new impressions, increasing awareness and delivering above market standard conversions. We planned to take control of existing listings by registering the brand, Rotolight, with Amazon in the UK, EU, USA and Canada. We would then create brand stores, apply A+ content and optimise new products using some of the amazing content shot by Rotolight during their record-breaking Kickstarter campaign.
Outcome
With 15 years experience in the photographic industry, we were able to make crucial decisions to push the brand above and beyond. We leveraged Fulfilment by Amazon to place Rotolight’s products nearer to the customer – speed of delivery is of the essence in the photographic and video market – and worked quickly to create a library of high quality content. This included new product listings, brand store updates, A+ content, images and videos, all turned around in 2 weeks. We plugged our ad campaigns into our proprietary AI software, maintaining an incredible ACoS as low as 3% with a lifetime ACoS of 7%.
We even had the opportunity to build upon some products from scratch, following Rotolight’s launch of the award-winning AEOS 2 and NEO 3. Both Brand Monkey and Rotolight contributed a great deal of effort into creating the best possible content, resulting in highly optimised pages with products that have retail prices as high as £2000+!
