case study scrub daddy marketplace partnership · on all marketplaces. amazon listing optimization...
TRANSCRIPT
etailz.com | +1 855.300.2710 | 2818 N. Sullivan Rd., Ste 130, Spokane Valley, WA 99216
Scrub Daddy is a revolutionary sponge that adjusts its scrubbing texture based on water temperature. In warm
water, it becomes soft and compressible; in cold water it becomes firm to give you even more scrubbing power.
The sponge became an instant hit when its creator appeared on Shark Tank and secured a relationship with a
prominent investor.
CASE STUDYSCRUB DADDY MARKETPLACE PARTNERSHIP
GROWING AMERICA’S FAVORITE SPONGE ON MARKETPLACES
A PARTNERSHIP ROOTED IN GROWTHWe began our partnership with Scrub Daddy on Amazon in January 2014. Since then, we have grown their
sales by 128% through increasing product offerings and targeted marketing campaigns. Our partnership is grounded
in mutual trust, collaboration, and innovation, through which we’ve achieved incredible success.
Instead of focusing on the Amazon and online channel, we are able to
continue to focus on developing the best products in the entire cleaning category, sell through
traditional brick-and-mortar stores and expand around the world. In this capacity, we use etailz’s
expertise instead of having to staff up an entire department dedicated to the online channel.
— Will Augenbraun Senior Vice President, Scrub Daddy
etailz + Scrub Daddy
partnership began in January 2014
FebruaryJanuary June OctoberMarch July November DecemberApril AugustMay September
128%sales growth since 2015
SCRUB DADDY’S SALES HISTORYJanuary 2015−December 2017
= 2017 = 2016 = 2015
etailz.com | +1 855.300.2710 | 2818 N. Sullivan Rd., Ste 130, Spokane Valley, WA 99216
Case Study: Scrub Daddy Marketplace Partnership
OUR APPROACHOur overarching goals with Scrub Daddy have been to maintain their brand
integrity on Amazon through the mitigation of pricing inconsistencies and
extraction of brand-devaluing sellers, while also aiding in the launch of their new
SKUs and continuing to build momentum behind the brand name. We strive to be
a fundamental partner to Scrub Daddy, through our innovations in distribution and
collaboration in marketing campaigns.
etailz.com | +1 855.300.2710 | 2818 N. Sullivan Rd., Ste 130, Spokane Valley, WA 99216
Case Study: Scrub Daddy Marketplace Partnership
continued partnership
PARTNERSHIP MILESTONES
August Amazon brand registry confirmed
January Began Perispect Brand Watch Software subscription
2015
September etailz began directly distributing & bundling products
April Began running CPC campaigns & deals on Amazon
Introduced custom 5-pack of Big Daddy on Amazon
December Launched 4 new products
May Launched marketing campaigns on eBay
2016
August Launched two, new products: Daddy Caddy & Sponge Caddy
November Featured Scrub Daddy products in five holiday Lightning Deal promotions
January Identified & removed unauthorized sellers using Perispect Brand Software
Introduced three, custom pack sizes of Scrub Mommy on Amazon
July Featured Scrub Daddy in a Prime Day Deal that sold out in 6 minutes
Created nine product demonstration videos utilizing etailz’s video services
2017
October Became exclusive seller
January Partnership began
2014
March Launched in Amazon DE & UK
Once we saw that they were the best in class, it was an easy
decision to make them our exclusive partner.
— Will Augenbraun Senior Vice President, Scrub Daddy
etailz.com | +1 855.300.2710 | 2818 N. Sullivan Rd., Ste 130, Spokane Valley, WA 99216
Case Study: Scrub Daddy Marketplace Partnership
WE GUIDE LEADING BRANDS TO MARKETPLACE SALES GROWTHTHROUGH OUR PROVEN, THREE-STEP METHOD
STEP 1 — PROTECTMaintaining brand integrity & gaining valuable insight
At the time our partnership began, Scrub Daddy, had a growing reputation from their coverage on
Shark Tank. We focused on maintaining their growth and reputation through ensuring their brand was
represented accurately and consistently across marketplaces.
Perispect
Scrub Daddy regularly uses our proprietary brand
watch software, Perispect, to monitor pricing,
download customized reporting, and track sellers.
To learn more about Perispect, visit perispect.com.
16sellers successfully identified
JAN 2015began Perispect subscription
Through our holistic, collaborative, data-driven approach, we’ve helped thousands of brands reach
their full potential on online marketplaces.
100
60
20
0
120
80
Uni
t Sal
es
= variation created = 2 pack = 1 pack
40
Sep 1
9-25
Sep 2
6-Oct
2
Oct 1
0-16
Oct 3
-9
Oct 1
7-23
Oct 2
4-30
Oct 3
1-Nov
6Nov
7-1
3Nov
14-
20Nov
21-
27Nov
28-
Dec 4
variation
created week
of Oct 10-16
2016
etailz.com | +1 855.300.2710 | 2818 N. Sullivan Rd., Ste 130, Spokane Valley, WA 99216
Case Study: Scrub Daddy Marketplace Partnership
STEP 2— POSITIONProduct discoverability & brand building
Positioning Scrub Daddy on the first page of search results has always been a primary focus. Through our
best-in-class strategies, we consistently maintain a sub-500 rank on Amazon and exceptional visibility
on all marketplaces.
Amazon Listing Optimization
Implementing Enhanced Brand Content (EBC) to the 4-pack, multicolor bundle listing led to a 36.5%
increase in the number of sessions over a three month period. EBC allows us to include more details
about the Scrub Daddy product and brand that wouldn’t otherwise fit in standard Amazon listing content.
In the case of another Scrub Daddy product, the Scrub Mommy, we combined multiple pack sizes into a
variation listing, which helped expedite the discoverability and buyability of the listing.
477%increase in units sold from date of variation creation
etailz.com | +1 855.300.2710 | 2818 N. Sullivan Rd., Ste 130, Spokane Valley, WA 99216
Case Study: Scrub Daddy Marketplace Partnership
10Scrub Daddy
features on etailz social media
channels
2.4MMtotal impressions
316total conversions
etailz continually runs
Sponsored Product Campaigns
which gives Scrub Daddy
products instant and
consistent placement on the
first page of search results.
etailz has also managed
Sponsored Brand Ads for the
brand to provide consistent
brand exposure on the most
competitive landscape on the
Amazon search results page.
During the 2016
holiday season, etailz ran
Product Display Ads, which
behaviorally target customers
who are shopping within a
specific category.
STEP 3 — PROMOTEDriving traffic & increasing conversions
We’re passionate about sharing Scrub Daddy’s vision in a way that incites interest and drives action.
We consistently create and manage wide-reaching promotions for Scrub Daddy both on and off of
online marketplaces.
Amazon Cost-Per-Click Campaigns
Additional Marketing Services
etailz regularly features Scrub Daddy on our social
media channels.
1.1MMaverage impressions per month
205average conversions per month
612average conversions per month
12Xreturn on investment
48,000average impressions per month
Amazon Deals
etailz has run 19 total Amazon deals for Scrub Daddy products since
the partnership began, 7 deals in 2015 and 12 deals in 2016. Amazon’s
Today’s Deals page is the second most visited page on Amazon.
7,198average rank decrease during/after deals*
6,801total units sold from deals
*Amazon’s Best Sellers Rank is a calculation based off of many factors. While the actual component and weights are kept a secret, it is assumed to vary based off of total sales, velocity, and relevancy. It is updated hourly and the closer to #1 the rank is, the better.