Unleashing Full-Funnel Commerce Potential • Remarkable Amazon Sales for FGX Brands
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Winner of the 2023 AdExchanger Awards: Best Commerce Agency Services
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+70% YoY sales for Readers product line
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+40% YoY sales for Specialty Glasses
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+21% YoY ROAS for AMS ads
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+32% YoY ROAS for DSP ads
Addressing Steep Competition.
FGX, a leading global designer of readers and sunglasses, faces especially complex commerce needs, with a portfolio of 20+ owned and licensed brands (e.g., Betsey Johnson, Sun Luv, Sofia Vergara x Foster Grant, and Foster Grant). FGX was up against intense marketplace competition for every ad and product listing, with many 3P sellers fighting to undercut brands on price, and even self-competition within the portfolio. As FGX’s Amazon agency partner supporting full-service management of their retail presence, our goal was to maximize portfolio-level results with a multi-faceted commerce advertising strategy that reached consumers across the funnel.
In partnership with
- FGX
Media.Monks has been an integral part of our Amazon team. Having team members who each specialize in a different area has really helped us to level our business up in a short amount of time. Their expertise paired with their ability to listen to our feedback and learn the intricacies of our business has made working with them such a pleasure.
Shayna Davis
Amazon Channel Manager, FGX
Laying the Foundation.
Increase Awareness of Owned Brands
To fill the top of the funnel, Media.Monks set out to grow the Brand Store followers for FGX’s owned brands. We employed Sponsored Brand campaigns to drive traffic directly to the Brand Stores, combined with a "follow us" banner to capture the audience's attention and encourage them to engage further. Consistent use of Amazon Posts played a key role in increasing Brand Store followers, with weekly posts maintaining engagement and attracting followers across all brands.
Increase Share of Voice for Three Needs-Based Campaigns
Given the competitive domains of sunglasses and readers, increasing our SOV at the moment of search intent was paramount. We expanded FGX’s Sponsored Product Campaigns and adapted the keyword strategy to better support seasonal flagship products. This allowed us to focus budget on sunglasses and readers ahead of key seasonal periods, combining non-branded keywords and category targeting for maximum coverage on retail media.
Increase Efficiency (ROAS)
To improve profitability of customer acquisition despite intense competition, we adopted a laser-focused keyword strategy. We knew we couldn’t “boil the ocean” in a competitive environment, so we narrowed down our targeting to hero keywords (top performers), eliminating waste and reinvesting that budget. Our proactive optimizations on negative keywords, bids, and page placement percentages ensured efficient use of resources.
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Expanding Coverage & Differentiating by Brand.
After these account cleanups, Media.Monks noticed we were driving better return, but missing out on scale by consistently under-pacing each month for our available ad budget. Most of the brands were only running Sponsored Product campaigns and cannibalizing each other within the search results; we knew we needed to reach buyers earlier in the shopping journey to better differentiate the unique brand voices and scale purchase volume. We launched an evergreen demand generation strategy using a variety of display and video formats, including Sponsored Brand, Sponsored Brand Video, and DSP ads. We also optimized the keyword strategy to reduce self competition, supporting the portfolio-level ROI.
