About the brand
Pawpeye is a young pet food brand that is an offshoot of Dr. Pashu Technologies that provides pet parents anytime access to AI-powered veterinarian service on instant video calls in language of their choice. Pawpeye offers a perfect blend of nutrition and delicious taste to dogs of all breeds and life stages.
Go-To-Market Strategy Formulation
Pawpeye came to us to create a GTM strategy and execute the brand launch for them. The client’s mandate was to launch and reach a scale within 90 days. We made a 360-degree evaluation of the competition eco-system, the resources and the marketing budget and concluded that scaling that fast through owned channel will be much more draining in terms of resources for a small brand. Hence we decided to launch the brand on Amazon and created a brand launch plan
Step by Step Action
Step 1: Product Listing. We decided right at the beginning that we will start off with A+ listing so that the look and feel of the listing page looks perfect and we have a high listing quality score. We concluded the A+ listing and approval within 2 weeks flat. Step 2: FBA Registration: We started the journey with FBA to ensure that the brand with its limited resources doesn’t get stretched on fulfillment side and we can maintain a good brand health score with timely fulfillment. This also ensured that we got the Prime tags on the listings faster. Step 3: Launch plan through influencers: We onboarded 25 micro-influencers in the pet category who were sent the product samples against which they agreed to introduce the brand on their channel on the launch date. These 25 influencers posted from their channel on the day of the launch with the Amazon brand store link that led to significant traffic on Day 1. Step 4: Campaign Plan: Extensive research of the keywords of high relevance including set of competition keywords that drive purchase. Created a set of keywords for Manual campaigns (starting with Broad and then identifying performing ones to do aggressive exact match bidding). Also tried Automatic bidding of both bid types to get traffic traction to the account and get quality data Step 5: Campaign Optimization and scaling: Within 5 weeks, we identified about 10 highly performing keywords with CTR more than 6-7% and ACOS less than 45%. We scaled exact match campaigns fast on them. We added special promotions and coupons to drive sales on some SKU’s and participated in major sales like BlackFriday
