Terra Eco Baby Products Successfully Enters Highly Competitive US Diapers Market
Executive
summary
Regal Lager, the premier US distributor of overseas baby and juvenile products has partnered with New Zealand-based Terra Eco Baby Products to introduce their full line of Baby Diapers and Wipes to the US market via Amazon.com as the primary branding and sales channel.
By partnering with Marketplace Ninjas, Regal Lager leveraged category-leading specialists and enterprise-level software to create and execute a launch strategy to connect with target customers at scale in an economically viable way.
challenge
Bringing a new eco-friendly diaper & wipes brand to the US market is no small feat, given the dominance of established diaper brands and ingrained consumer habits. The current market is flooded with well-known traditional diaper manufacturers, making it tough to create brand awareness and gain market share.
SOLUTION
To achieve their desired results, Marketplace Ninjas leveraged key strategies to maximize exposure and optimize spend:
- • Partnered with Amazon’s Display team to leverage incentivized ad-buys for no-cost creation of custom digital assets including video.
- • Used Amazon DSP’s 1P consumer data to identify and target environmentally conscious new parents via Amazon’s streaming TV and OLV platforms.
- • Created clear value-proposition based product messaging specific to online marketplaces.
- • Distributed budget smartly between bottom-funnel sales driven advertising strategies and top-funnel branding strategies to maximize immediate sales and connect with long-term customers.
"Regal Lager was able to gain a foothold in the market by exposing Terra to millions of highly qualified potential customers on a budget that was a fraction of other eco-friendly Diapers."
Wesley Grudzien
Founder, Marketplace Ninjas
Results
Terra saw month-over-month sales growth of at least 25% throughout the initial launch with branding campaign performance metrics in the 95th percentile of category benchmarks. Marketplace Ninjas was able to help Terra connect with over 4 million new parents and drive sales in a way that sets the foundation for continued growth and success.
