Product Launch
Ranked in 3 Weeks, 500 Units Sold in 30 Days – High-Competition Supplement Launch
The Challenge
CULTURELLE was launching a plant-based sleep support supplement in a market saturated with melatonin products. The product was clean-label, non-habit forming, and clinically supported—but completely new, with no reviews, no brand presence, and limited budget for giveaways or influencer promos.
Core challenges:
❗Category dominated by established players with 5K+ reviews
❗ Low initial trust factor, especially for a health product
❗Tightly regulated ad copy (limited claims allowed)
❗No Brand Registry at launch, so limited creative control
Client: CULTURELLE
Category: Home & Kitchen
Market: Amazon US
Duration: 30 Days Post-Launch
Our Strategy
We developed a 4-phase launch framework that combined early-stage visibility, buyer psychology, and compliant messaging to build trust and velocity—without fake giveaways or deep discounts.
1. Pre-Launch Validation & Audience Targeting
• Identified market white space by analyzing top sellers’ reviews (negative patterns: grogginess, habit-forming issues, slow onset).
• Conducted audience segmentation through Facebook/Reddit groups (natural sleep aid users, clean-label health buyers).
• Built a landing page with quiz funnel to pre-educate and segment high-intent leads for launch.
Outcome: 1,163 leads collected pre-launch, with 364 opted into notification emails.
2. Visual Identity & A+ Content Redesign
1. Developed new hero images with clear size indicators, usage context, and color contrast for mobile visibility.
2. Designed premium A+ modules using lifestyle imagery + comparison charts against competitors to establish perceived value.
3. Created a cohesive “Why Choose Us” branded story using icons and voice-of-customer language.
Outcome: CTR improved from 0.7% to 1.6%; A+ scroll depth up 48% (as per Brand Metrics).
2. Soft Launch With Early Traction Strategy
• Ran a 5-day “friends & family” micro-launch using the pre-launch list + email/SMS to drive first 40 orders.
• Created a sense of limited availability using “Batch 001” packaging on the product insert and listing imagery.
• Requested reviews 48–72 hours post-delivery using the “Request a Review” API + customer support-style email tone.
Outcome:
• 11 reviews in first 7 days
• Early order-to-review rate of 27% (well above Amazon avg.)
3. Low-Friction, High-Intent PPC Campaigns
• Launched Exact Match PPC using bottom-of-funnel keywords only (e.g., “melatonin alternative”, “non-drowsy sleep aid”).
• Built Auto Campaigns for long-tail keyword discovery, but with strict negative match rules for irrelevant searches.
• Layered product targeting ads against competitors with higher pricing or lower star ratings.
Bid Strategy: Started at aggressive CPCs, then throttled down once ranking and CTR stabilized.
Outcome:
• CTR: 1.9% (category avg: 0.85%)
• ACOS: 38% on launch (healthy for supplements)
• 13 keywords ranked on page 1 by Day 18
4. Listing Psychology & Trust Layering
1. Designed a clean, medically-inspired listing with:
• Ingredient spotlights in infographic style
• FDA disclaimer images for compliance
• Customer-first bullet copy (“No groggy mornings”, “Gentle formula for everyday use”)
2. Insert card offered a free PDF sleep guide via branded microsite to build post-sale engagement.
Outcome:
• Conversion rate: 19.2% within 30 days
• Bounce rate decreased significantly (tracked via heatmaps and scroll-depth)
| Metric | Result | ||
|---|---|---|---|
| Units Sold | 502 | ||
| Reviews Gained | 38 | ||
| Conversion Rate | 19.2% | ||
| Page 1 Keyword Rankings | 13 | ||
| Total Revenue | $9,850 | ||
| ACOS | 38% | ||
| Client Feedback: “We launched in a red ocean, but still carved out our space. It wasn’t hype—it was strategy. People bought into the brand before they ever saw the bottle.” | |||
