Case Study

Ocean Spray

The brief

Ocean Spray were not yet working on Amazon in the UK and wanted to work with an agency who could initially offer some consulting on devising a launchplan and helping them identify whether vendor or seller was the best route for them. They needed to work with an agency that had a strong understanding of digital transformation for established bricks and mortar brands and who had experience launching brands on Amazon when they already had a strong presence on the platform through their distributors.

Ocean Spray also wanted to work with an agency that could execute the launchplan with a marketing team that had experience working with brands with strict brand guidelines and a very specific tone of voice. Partnering with an agency that could design and build their Brand Store and product pages with product photography, A+ pages, listing optimisation, infographics and marketing videos. On top of that, once launched they required support to get started with Amazon Advertising, along with ongoing sponsored ads management and retail support.

Vendor Central | UK

Ocean spray case study carton pack grey background

The approach

eCommerce Nurse started by having an initial consultation with Ocean Spray to understand their goals and gain more insight into their company structure and business model. This led to a period of consultation sessions where we reviewed their infrastructure, resources, processes and many other areas of their business to assess which platform, vendor or seller would be best suited for Ocean Spray to work with and achieve their goals. With our team of ex Amazon Vendor and Seller Managers with previous experience dealing with bricks and mortar brands, we were immediately alligned on the challenges and had a strong understanding of the internal complexities Ocean Spray faced.

Once eCommerce Nurse had assessed and agreed on the right platform with Ocean Spray, which turned out to be Amazon Vendor, we then led the discussion and negotiations with the Amazon vendor management team on behalf of the client to get them set up for success and ready to sell. We also reviewed their assortment and worked with their core range of ambient juices, selling in bulk packs as our initial focus, a popular product range with a rich opportunity to perform well on Amazon UK.

Our first goal with this client was to set up strong foundations to boost organic sales. Our copywriting team fully optimised the titles, bullet features, descriptions, and keywords for the most popular products in the range. We made sure that keyword coverage was complete and wide in scope while still being readable and friendly to Amazon customers, and also to the brand’s tone of voice. We also made sure to pre-empt any customer questions.

Our marketing department connected with the internal design team at Ocean Spray to develop A+ page image designs that fit with the brand personality. We had some unique Amazon-focused main image infographics created that showcased the products and unique selling points. It’s important the pages we create for our clients are on-brand and complete before we introduce them to the Amazon audience. Our in-house photographer also shot packshots for the main images which also required photoshopping in a crate to hold all the cartons together. Lastly our marketing team built an on-brand Amazon Storefront to house all the products and have a place to drop ad traffic off at.

Our secondary goal was addressing Ocean Spray’s advertising strategy to ensure we promoted the core range to its full potential.Our main focus was for Ocean Spray to rank high organically for certain keywords, which was achieved through devising an advertising strategy that focused on gaining strong momentum on those specific keywords, as well as having a strong presence in search results for branded searches.

eCommerce Nurse wants our clients to feel happy with their account as our relationship grows and evolves. We stay on top of monitoring progress, success, and changes when it comes to our clients’ content and Amazon strategy. We are always updating, researching, and reacting to hard sales data for our clients to continue to achieve their goals and hit their targets on Amazon.

Throughout our projects, Ocean Spray had their own dedicated consultant and client manager who oversaw all the pieces we undertook for marketing and ads management. Ocean Spray also had access to our in-house project management software. eCommerce Nurse uses our team based across the world to constantly evolve and grow Ocean Spray on Amazon across the UK. We look forward to learning more about the Ocean Spray brand, and growing with their business.