All work
Happy Tuesdays
Total sales month on month, in year one on Amazon
+259%
Total sales, MoM
5.9
ROAS, +84% MoM
+271%
New-to-brand sales, MoM
Overview
Happy Tuesdays wanted to capture seasonal demand and accelerate Amazon sales growth inside its first year on the marketplace, using a conversion-focused strategy. Toucan identified Glastonbury Festival in June as the key seasonal period and built a mid-to-lower funnel plan around it, mixing branded and unbranded festival and summer keywords with relevant category targeting.
Challenge
What stood in the way
- A short, sharp seasonal peak to capture in the brand's first year on Amazon.
- Building sales velocity from a standing start rather than an established base.
- Competing on broad festival and summer search terms as well as branded ones.
- Product pages that had to convert the traffic the ads were buying.
- Keeping efficiency intact while spend more than doubled.
Approach
What we did about it
- Identifying Glastonbury Festival in June as the seasonal period to build the plan around.
- Running a conversion-focused strategy across the mid and lower funnel, mixing branded, unbranded and category targeting.
- Optimising budgets toward high-converting search terms and refining product pages for on-page conversion and relevance.
Outcome
What changed
+259%
Total sales, MoM
5.9
ROAS, +84% MoM
+271%
New-to-brand sales, MoM
17%
ACOS, -14% MoM
Total sales reached £72.5K, up 259% month on month, with £57.9K of that new-to-brand (+271%). Advertising delivered £37.7K in ad sales (+281%) on £6.4K of spend (+106%), lifting ROAS to 5.9 (+84%) and pulling ACOS down to 17%. Impressions rose to 635.2K (+93%) and clicks to 6.2K (+185%).
More results
