Implementing a Successful E-Commerce Campaign for Amazon: First Leaves Green Tea
Since we originally branded the First Leaves fine green tea from the ground up including naming, identity, print, trade show booth, and packaging, we have been building its social media audience and creating awareness of the brand online. We have focused our efforts on highly targeted audience acquisition, paid influencer public relations, and branded original social media content to distinguish the brand as the authentic Japanese brand of choice in the US market. At the same time, we worked to establish its Amazon presence by creating robust product pages for its 2 products: Fine Loose Leaf Green Tea and Fine Green Tea Sachets.
Our social media strategy has so far centered on brand awareness and loyalty, with most of our ad spend devoted to niche influencer relations. In December, we tested the first phase of our e-commerce strategy by sending traffic to Amazon from Facebook and Instagram to leverage our existing audience, combined with Amazon Sponsored Product ads to support traffic inside that platform, resulting in an overall 147% return on ad spend.
We executed a series of shoots in our studio that introduced a sense of lifestyle with the presence of people and props, carefully styled and setup to create a warm feeling and emotional connection. Seasonal themes and practical content such as tips and recipes were also implemented. We also utilized the First Leaves color palette in all the shots to give the imagery a branded, connected feel.
Influencer Public Relations
We research, identify, and engage lifestyle influencers to promote the First Leaves brand with original content that we help shape. The influencers create the content and post on their own pages, and we utilize the content for First Leaves for both organic posts and social media ads. We also utilized influencers to build out assets for the Amazon pages to give the customer a robust brand experience.
We kicked off the First Leaves e-commerce strategy with a holiday sale, upping our typical ad spend by 400% to support Amazon sales by sending traffic from warm leads through Facebook and Instagram while running a concurrent search campaign inside of Amazon using Sponsored Product ads. Our cost per click from Facebook and Instagram was as low as .45 cents, with 12% of the clicks resulting in a sale. The overall return on ad spend for the first month was 147%.
In 2021, we will continue to roll out the e-commerce strategy for First Leaves by continuing to build synergy and drive sales between social media and Amazon. Stay tuned for more updates on this campaign!