Case
Fatboy's story begins in 2002 with an oversized beanbag. Soon the whole world seemed to fancy collapsing on this unexpected substitute for the chair. In homes, on terraces and at events, everywhere you saw people sitting and hanging out on our products, with big smiles. And that's what we do it for. With sobriety and an international team we make as many homes, gardens, offices and parties as possible happier
Project overview
The question
Fatboy won the 2019 CrossBorder Award. The beanbag retailer from Den Bosch took top honors with its international campaign "The world's laziest job," to raise awareness of Lamzac through user-generated video content. The next step for FatBoy was to make it findable and recognizable for its customers in Germany on Amazon as well. The company was looking for a partner with the specialists and knowledge to set up and build this for Germany.
To achieve this, Dexport developed a strategy and plan of action. Central to this were the Storefront, Sponsored Products, Sponsored Brands and Product Display Ads.
Objective
Our goal was to increase Fatboy's brand awareness abroad by implementing a Storefront, Sponsored Brands (SBs) and Product Display Ads (PDAs). SBs appear above Amazon's search results and convey the brand's message along with selected products that match the customer's interests. PDAs make users aware of alternatives when browsing, for example, another product's detail page.
By using Sponsored Products (SPs), we directly boosted new product sales. The campaigns were set up with different keyword optimization strategies to cover all scenarios and maximize success.
Amazon
Essential was the development of a Storefront (shop-in-shop at Amazon) appropriate to the brand, combined with a well thought-out SEO and campaign strategy. This considered which products and keywords needed to be highlighted for each country. The Amazon marketing a presence is then continuously worked on to build on the success and provide customers with the right experience on Amazon.
Through the Amazon ads, we were able to use the Storefront as a landing page. This gave visitors a good impression of Fatboy right away. In addition, there is now a central place where consumers can easily and quickly order their Fatboy products.
Amazon is achieving the desired sales growth in its focus countries and offering consumers an enhanced brand experience. FatBoy is visible for key keywords, presenting itself with professional ads and showcasing its latest products through the Storefront.
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