This document summarizes an advertising strategy for eos lip balm on Amazon to unlock growth on the platform. The strategy has three main goals: 1) Defend and own the brand by protecting priority products and retaining loyal customers. 2) Drive incremental reach within and outside of Amazon using always-on acquisition efforts. 3) Drive brand equity through storytelling about eos' purpose and innovative products. The strategy outlines tactics like sponsored brand and product ads, remarketing, video content, and partnerships to achieve these goals and metrics like sales growth, return on ad spend, new customer acquisition, and impressions.

1. Unlocking Growth
on Amazon

2. eos is an iconic brand founded on an
innovative and entrepreneurial spirit that
revolutionized how she experiences her
daily beauty routine.
We are modern, fun, sustainable and a
purpose driven brand that turns the
everyday into refreshing moments of
awesome.
About eos

4. being an iconic brand brings its own set of challenges…..
1. Plethora of copy cats & always on conquesting by competitors prohibits discoverability
especially for new to brand consumers
2. Driving new to brand growth mandates holistic 3600 efforts

5. Building strong foundation
Vine Programs
Leverage Key
Retail Events
Full Funnel
Advt. Support
& Optimization
Amazon Exclusive
Assortment
Content
Enhancements

6. Partnered w/ (RED) in fight against aids to
further drive brand affinity
STRATEGY
SUCCESS
METRICS
GROWTH
DRIVERS
ROAS
Click Through Rate
ROAS
Views
2
Drive incremental reach within and
outside of Amazon ecosystem
1
Defend and own the brand
3
Drive brand equity w/ storytelling
about shared brand
purpose
Impressions
Advertising Strategy
Protect the brand from competitive conquest &
retain brand loyalist w/ an emphasis on priority
products
Utilize always on acquisition efforts w/ heavy up
during promotional and holiday timeframes w/
coverage across category and competitive
terms
Leverage a higher percentage of Sponsored
Brand Ads to tell the eos brand story and
visually introduce new products alongside the
iconic Sphere
Adopt a tiered competitor campaigns to
strategically budget and monitor keyword bids
Spomsored
Brand&
Products
Leverage both re-marketing and in-market
campaigns to not only re-engage previous
customers but also reach new potential
customers w/ heavy up pre and during key
commercial timeframes
Use short form videos to tell product stories w/o
disrupting the shopping behavior
DSP&VIS
DSP,,Snap&
LIVE

7. 2
Drive incremental reach within and
outside of Amazon ecosystem
1
Defend & Own the brand
3
Drive brand equity w/ storytelling
about shared brand
purpose
Creative Approach

8. +98%
YOY Sale Growth
2.3
ROAS
+80%
NTB
+54M
Imps
Results

9. Thank YOU