The Challenge
Tommy John underwear outperforms the competition every time due to its high-end feel, comfortable fit and sleek designs, but the category is competitive. Tommy John’s Amazon channel strategy was already robust, leveraging a full-funnel Amazon paid media strategy and Amazon DSP to drive brand awareness and sales. But the men’s underwear category is competitive, with well-established competitors that have a lot of buyer loyalty. At the same time, a host of low-priced alternatives started to emerge, jockeying for position both in organic search rankings and paid advertising.
Unoptimized listings were hurting sales - a lot. The advertising conversion rate suffered, leading to fewer sales and slower sales velocity. Sales velocity is a vital KPI in the dynamic world of Amazon, as it directly influences share of voice. Slower sales meant lesser visibility, creating a cycle that was detrimental to Tommy John's efforts to justify their premium pricing.
We recommended an overhaul of the brand’s product detail pages, leveraging the latest best-practices and capabilities for A+ content modules. A great idea, but with 222 ASINs in their top two product lines alone, it was too big an effort for the brand to accomplish in-house.
Though their Amazon strategy was robust, they needed an upgrade to increase search ranking and visibility on the platform.
The Solution
When Acadia took the reins, we knew we wanted to highlight Tommy John’s key differentiator: product quality. The brand’s commitment to superior craftsmanship and materials means Tommy John underwear lasts longer and feels better than competitor offerings. But this narrative wasn’t coming through on their existing pages.
The optimization sprint began.
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Premium creative for a premium product
Our team of retail media and marketplace experts, plus in-house creatives, got to work. We shot new original visual assets and did in-depth keyword research on products and descriptions to ace the Amazon algorithm in key areas: search volume, competition, relevance, and existing paid performance.
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Organic ranking was benchmarking under the category average
The branded search terms (e.g. “Tommy John boxer briefs”) were driving the bulk of the business. This meant they were only selling to existing fans/customers who knew the brand - and paying for the privilege! Share of Voice - a key growth metric, was low.
We did in-depth keyword research to pack titles and descriptions with relevant, SEO-friendly terms to ace the Amazon algorithm. We used consumer-first language not technical jargon to capture what consumers were actually searching for.
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PDPs that actually show product features and benefits
PDPs were using fancy "advertising" jargon rather than displaying features and benefits to sell the product. We used our best-practices methods to make create A+ content modules across all 222 ASINs in their top 2 product lines alone. The PDPs needed to actually speak to the buyer in a real, not jargon filled way. With optimized copy and visual assets in hand, we transformed Tommy John’s PDPs into compelling A+ product pages to help consumers engage with the brand on multiple levels, learn more about what makes Tommy John stand out and ultimately, make a buying decision.
Results
By optimizing their listings to showcase their quality, not only did they improve conversion rates but also positively influenced other advertising KPIs such as Click Through Rate and ROAS.
The two product lines with updated content each saw a huge boost in sales and conversion rate on PPC campaigns targeting these products after the optimization was complete.
Comparing the 4 weeks prior to optimization to the 4 weeks following optimization:
+0%
Increase in sales+0%
average increase in paid conversion rate
