Introduction
Thanks to 50 years of scientific research and the studies carried out by Professor Walter Pierpaoli, Pierpaoli Exelyas develops products dedicated to rebalancing the body’s biological profile. Professor Pierpaoli is internationally known for his research on melatonin, a molecule that plays a key role in synchronizing biological rhythms and balancing hormonal, metabolic and immune functions.
The partnership with Kiliagon started in October 2021 in Italy with the goal of managing the brand’s online advertising campaigns. Advertising was the primary lever, with the aim of increasing volumes through Search and Display campaigns.
Activities
- Advertising.
- Business-plan definition and promotional strategy.
- Management of search and display campaigns on the Advertising Console.
- KPI monitoring and performance reporting on the Advertising Console.
In the initial phase, the Kiliagon team completely restructured the account, working on the different semantic areas and creating campaigns capable of showing the most relevant product to each user, with particular attention to keyword relevancy. At first the effort was concentrated on the category’s peak periods, but it later became clear that a continuous promotional push was essential to sustain high traffic and sales volumes over time.
The budget was allocated according to the brand’s needs, even at the expense of efficiency, to support not only top sellers such as Melatonina Zinco Selenio and Melatonina Rosa, but also less-known products such as KKS Algae.
Results: Growth in Amazon Revenues
Continuous campaign management combined with constant optimization led to clear channel-performance growth. Thanks to the proper use of Amazon Advertising Console features, more traffic was brought to product pages through stronger banner visibility, with impressions up +1,177% in 2022 versus 2021.
The launch of new Sponsored Brands and Sponsored Display campaigns, together with improvements to Sponsored Products, allowed Pierpaoli to record +49% in sales from users who had never purchased its products before or had never engaged with the brand on Amazon. In terms of advertising revenue, the increase was +148% in 2022 versus 2021, with total sales up +121% year over year and total units sold up +113%.
In 2022, revenue growth was especially strong in summer and autumn, also because in the same period of 2021, before Kiliagon’s management, the campaigns were not active. In particular:
- July 2022 revenues: +1574% Y-o-Y
- August 2022 revenues: +2318% Y-o-Y
- September 2022 revenues: +4370% Y-o-Y
- October 2022 revenues: +1847% Y-o-Y
- November 2022 revenues: +785% Y-o-Y