CASE STUDY
Branding and Strategy on Amazon
Creative Strategy, Direction, Production
U-Lace created the modular, no-tie shoelace category back in 2009. Since then they have sold millions of laces world wide. In 2021 they set out to take a more aggressive and strategized approach with their content creation on Amazon.
The challenge with Amazon in any category is the saturated market. The modular no-tie-lace category is no exception and is littered with knock off products. Instead of focusing on U-Lace being the originator, our idea was to re-envision product catalog assets and create new digital ads that showcased the superior quality, look, and feel the U-Lace products have over their competitors.
Working alongside the U-lace Amazon marketing team we researched and ran tests of the best performing product layouts. We started with 11 different versions and ultimately landed on these final 4 layouts. When it was all said and done we created and delivered 800 unique product catalog assets that were used on the U-Lace website and Amazon store.
A big insight was realizing the competitors had very limited colors. We double downed on this as a differentiator and created an easy to use color swatch guide. Every Amazon order shipped with one and we made it downloadable. On the other side of the printed version we added a size selector ruler. This guided customers to the right fit for their shoes.
Creating and implementing new product images, digital ads, and printed assets was a massive success. Sales and average cart value spiked in all four of the product categories. In under a year U-lace saw a 5x increase in revenue on their Amazon store. All of which didn't take away sales from their own website. These were new customers.
- Creative Direction & Strategy
- Technical Research
- Production Management
- Video & Photo Direction
- Led Post Production
- Asset management & Delivery
