SUCCESS STORY
Winning the customer
+248% add-to-baskets with 5% less advertising spend.
Leading UK premium gifting brand | Amazon Seller
The commercial challenge
The brand was already investing heavily in Amazon advertising.
And the advertising was getting shoppers to the PDP.
The problem was what happened next.
Too many shoppers were clicking but not progressing towards purchase.
In a fiercely competitive gifting market, shoppers could choose from countless alternatives, many apparently similar and often cheaper.
But discounting wasn't the answer.
This was a premium brand with genuinely higher-quality products. The commercial opportunity was to make the advertising investment work harder by converting more of the shoppers the brand was already paying to attract.
Understanding the real purchase decision
ZEAL went beyond analysing direct hamper competitors.
Because someone shopping at Christmas or Mother's Day isn't necessarily deciding: “Which hamper should I buy?” They are deciding: “Which gift should I buy?”
We analysed thousands of reviews across the brand, competitors and the wider gifting category, alongside Amazon search data, competitor analysis and detailed customer profiles.
We wanted to understand the why behind the buy.
What gives someone confidence they've chosen the right gift? What reassures them that it's worth spending more? And what makes a premium gift feel meaningfully different from a cheaper alternative?
Making the brand the obvious choice
The research changed the creative brief. The answer wasn't simply better-looking PDPs.
ZEAL recommended a premium creative strategy designed around one objective:
Make the brand the obvious choice.
That meant communicating the quality of the components, premium presentation and wider gifting experience, but also the emotional value behind the purchase.
The PDP needed to make it easier for shoppers to understand why the differences mattered and why the product was worth paying more for.
Turning insight into execution
ZEAL translated the strategy into new gallery imagery, A+ Content and brand storytelling across the range.
The strategy was then developed further for Christmas, adapting the messaging and creative around the different customer needs and gifting behaviours that emerge during the brand's most important trading period.
THE COMMERCIAL RESULT
The effect can now be seen in what happens after shoppers engage with the advertising.
Advertising-attributed add-to-baskets increased from 159 to 554 year on year — an increase of 248% — while advertising spend fell by approximately 5%.
The brand didn't need to spend more to generate dramatically more purchase intent.
It needed to win more of the shoppers it was already paying to attract.