GNC: Supplementing Sales with Amazon Marketing Cloud Audiences
The Challenge
GNC is no stranger to elevating performance. As a leading brand in nutritional supplements and vitamins, it has built a reputation for taking its customers to the next level.
But as the wellness brand prepared for Amazon Prime Day (one of its biggest annual sales drivers), it discovered it could use a boost. Within the supplement category, GNC was experiencing high acquisition costs and diminishing interest from new customers, evidenced by sluggish sales and low traffic on its Amazon product pages.
GNC knew this lagging performance would diminish its sales during a potentially lucrative Prime Day period. The brand needed a way to quickly and efficiently reach new Amazon shoppers without breaking the bank.
For help in crafting the perfect acquisition strategy, it called on its full-funnel performance marketing firm and leading Amazon expert, Tinuiti.
Results
+78%
increase in new-to-brand purchases*
+55%
increase in total sales*
+110%
increase in Subscribe-and-Save customers*
*month-over-month gains
How We Did It
Because the biggest win condition on Amazon is a brand’s ability to efficiently convert on keywords, Tinuiti started by identifying GNC’s top-performing non-branded keywords within the supplement and vitamin categories. The goal was to increase product visibility and organic rank among new-to-brand shoppers.
After identifying the most effective keywords, experts at Tinuiti needed less than 24 hours to create custom audiences using Amazon Marketing Cloud (AMC) Audiences. Segmented by product category and targeting only new-to-brand shoppers, Tinuiti could compare campaign performance on a product-by-product basis – allowing for granular specificity like GNC had never seen.
Further, leveraging AMC Audiences unlocked the ability to target keyword searchers via Amazon DSP. This meant, even when Amazon users weren’t shopping for supplements, GNC’s products would still cross their feeds. This ever-present reminder targeted the customers most likely to convert, boosting both awareness and sales.
This strategy was just the lift that GNC needed, driving a remarkable 55% increase in total purchases and a 78% increase in new-to-brand customers (compared to the previous month). This success was supercharged by a healthy 110% month-over-month increase in Subscribe-and-Save signups, representing sustained sales growth and interest in the brand.
Beyond attracting new customers and driving sales, the campaign proved how a data-fueled strategy and pinpoint targeting can move the needle, even during Amazon’s busiest sales period.
Tinuiti’s deep expertise in Amazon advertising and strategic targeting amplified GNC’s presence in a time critical for our brand. Tinuiti reshaped our targeting strategy with precision and nuance, demonstrating how an agile approach can both reach new customers and build a foundation for the future. Thanks to Tinuiti, we entered Prime Day with confidence and achieved truly remarkable results.
Brandi Rice
Director, Global Ecommerce Marketplaces, GNC
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