OK, that does sound like exaggerating much... But here's the story.
As a marketing asset designer for LeChat, a nail care product manufacturer, I undertook the daunting task of managing the company's digital marketing on Amazon. My initial goal was to revamp the listing images and reorganize the company's catalog on the vendor side of this vast e-commerce platform.
You probably have guessed what happened next: with my overachieving nature, I figured there was a lot of room for the brand's improvement on Amazon beyond updating and maintaining the catalog. The company had some steady-selling sub-brand SKUs, maintaining a steady flow of purchase orders from Amazon. However, I noticed the brand needed more visibility on the site. At the time, the company's only presence on Amazon was those sub-brand SKUs—and, sadly, hardly anyone knew the brand behind those sub-brands. Not settling for mediocrity, I intensively learned everything on Amazon from scratch (including the vendor central’s operations and the overcomplicated advertising console of the platform.)
I wanted to bring the brand its rightful visibility and tie all its sub-brands to the name LeChat. I wanted to run ads to support the traffic to their lesser-popular products. I wanted the brand to be seen, memorized, and engaged by its audience. So I asked for permission and did it.
Two months after I started my Amazon journey, I successfully unified the company’s catalog into one selling brand name with a beautiful digital presence. After two more months, with the help of organic and paid campaigns on Amazon, the brand’s awareness ranking went from the 28th to the 50th percentile, and the said sub-brand product line got into the top 100 based on the sale volume of its category.
Exciting, isn’t it? In fact, I would be lying if I claimed I was a total beginner when I started this journey. I studied interactive advertising, SEO, and digital campaign strategies while completing my graphic design degree. But it was my first time applying the knowledge of SEO and ad bidding to practice, especially on such a big e-commerce platform. There were trials and errors along the way. There were times the ads got hardly any impressions, sometimes many impressions but few clicks, other times many clicks but few conversions. Hadn’t it been for those challenges, I wouldn’t have researched and expanded my knowledge—I wouldn’t have run ad campaigns that significantly increased the store traffic and sales or ads that brought back 300% in return later.
Organic campaigns also played an essential role in the brand’s fruitful growth on Amazon. With the support of the company’s marketing team, I built the storefront and optimized it to harmonize with the paid campaigns smoothly. I also learned to utilize the helpful marketing tools on Amazon Advertising Console, such as brand posts.
There was more to the big picture of this fast-paced and challenging journey, but I am happy I got to play a vital role in it. I am grateful for the opportunities to learn and grow at LeChat. Equipped with these skills and profound knowledge, along with my MBA program’s intensive training, I am excited and ready to explore the broader world of digital marketing.
