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Laser focused strategy leads to greater UK market share for Fulfil

Fulfil is a well established brand in the UK and Ireland that creates high-protein bars perfect for pre-gym fuel, as post-workout snack, or just for an on-the-go pick-me-up. The bars come in a range of delicious flavours, from chocolate salted caramel (our personal favourite) to chocolate peanut butter. 

At the beginning of our partnership, Fulfil was running fairly limited activity on Amazon Advertising, bidding mostly on branded keywords and a small number of high-intent, non-branded keywords. 

Skye High Media was enlisted to strategically grow Fulfil’s sales in a highly competitive vertical on Amazon through sponsored advertising, while keeping ACoS at a maximum of 50%. We were also tasked with moving the campaigns from a seller to a vendor account, which can bring it’s own challenges in terms of measuring and optimising advertising success on the platform. 

As you’ll see below the strategy has evolved over time to meet the business’ changing goals, with some incredible results. 

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Meet the Client

Fulfil is a well-established brand in the UK and Ireland that creates high-protein bars perfect for pre-gym fuel, as a post-workout snack, or just for an on-the-go pick-me-up. The bars come in a range of delicious flavours, from chocolate salted caramel (our personal favourite) to chocolate peanut butter.

“We’ve been working with Skye High Group since 2019 and have successfully implemented a sophisticated Amazon Ads strategy in the UK marketplace with them. Their team of Amazon experts understand the nuances of our business and help implement strategies that grow our market share. ”

Ecommerce Manager at Fulfil Nutrition

“Fulfil Nutrition is an exciting and adventurous brand to work with. They are always open to trialling new advertising formats and campaign types, allowing them to test and scale different strategies. We’ve seen most of the key awareness and sales metrics increase in a positive manner over the last few years.”

Amazon Ads Manager – Skye High Group

The Challenge

The main challenge we faced was growing the Fulfil brand via Amazon Advertising in a highly competitive sector while being mindful of the profitability target we had.

With several bar flavours and two sizes available appealing to different moments and customer tastes, it was also important to create a campaign structure that enabled us to advertise the products separately, while ensuring that the campaigns were easy to scale over time as the account grew

Fulfil Nutrition Case Study

The Solution

Our solution to reach Fulfil’s goals was multifaceted but ultimately focused on building the campaigns in a segmented way to optimise for driving incremental clicks through each specific keyword type.

As always, our work begins by undertaking a thorough analysis of the current account in order to carry through anything that has been working to the new campaigns.

We built the campaigns in a 4:1 structure (branded, category, competitor, and auto campaigns). The campaigns were then further split out by flavour and bar size. These campaigns were grouped accordingly into portfolios to make management, optimisation, and reporting significantly easier.

Building the campaigns in this way has also made it easier to focus on flavours that have standalone promotions, and report at a product level without having to run and comb through manual reports. As with all our clients, this data is manipulated, pulled into, and visualised in a dedicated DataStudio reporting dashboard.

Another key facet of our strategy has been to keep a close eye on competitor activity, particularly that of Grenade. By monitoring when they were experiencing stock issues, we were able to be reactive with our campaigns, bidding aggressively on products that were out of stock, allowing us to lure shoppers to Fulfil products.

Naturally, our strategy has evolved over time and our goals have developed commensurately, but by creating a solid foundation from the get-go, we’ve been able to achieve outstanding growth, as discussed in more detail below.

The Results

Within the first month of implementing our strategy, we were able to grow ad sales by an impressive 255%, while clicks increased by 270%. This growth continued on a strong trajectory throughout 2020, propelled, no doubt, by the impact that the pandemic had on traffic to the Amazon site.
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Amazon Ad sales.

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Increase in clicks. 

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