Breaking the Cycle: How Nua Woman’s Sales Surged by 120% in JUST 3 Months

Overview

Nua Woman is a progressive wellness brand offering an online subscription-based platform for organic female hygiene products. As it expands its reach, the brand aimed to scale its presence and performance on Zepto. 

 

Objectives 

  • Increase Share of Voice (SOV) and Top of Search (TOS) visibility
  • Acquire a fresh audience to expand reach and engagement
  • Drive high-impact awareness through strategic ad placements
  • Optimize campaign performance using data-driven insights
  • To increase the Paid Share of Voice for generic category keywords 

Our Approach

  • Designed and launched a revamped campaign strategy for Zepto 
  • Used Tensight to evaluate the existing share of voice for multiple keywords for Nua Woman and other competitors
  • Using data-driven insights, ran impactful awareness ads such as Product Category Awareness Video Ads, Banner Ads, and “Trending Near You” campaigns (a highly impactful ad type on Quick Commerce channels) 
  • Analyzed campaign data to identify high-performing products and keywords 
  • Reallocated budgets to cities showing strong performance to maximize ROI
  • Invested in top-performing generic keywords to enhance visibility and competitiveness
  • Through Tensight’s automation, monitored availability, share of voice, and ad placement ranking on Zepto for Nua Woman’s products

The Impact

  • 120% growth in Total sales (3 months)
  • 110% growth in Paid sales (3 months) 
  • 20% improved ROAS despite a significantly larger increase in budgets 
  • 8% improved Conversion rates on Zepto 

Market Glow-UP: Kumkumadi Oil’s 4x Growth in Skincare with Influencer Campaigns

Overview

Maharishi Ayuveda’s Kumkumadi Oil aimed to strengthen its foothold in the competitive skincare market by leveraging an innovative influencer marketing strategy. Through a dual-approach campaign involving celebrity endorsements and micro-influencer collaborations, the brand significantly boosted its market share, enhanced customer engagement, and achieved remarkable growth in sales and visibility.

Objectives

  • Increase market share in the Kumkumadi oil segment.
  • Improve daily run rate (DRR) and conversion rates (CR).
  • Enhance brand visibility through targeted celebrity and influencer marketing.
  • Position Maharishi Kumkumadi Oil as a top contender in the beauty category.
  • Leverage high search keywords to drive traffic to the product.
  • Focus on platforms with the best pricing and shipping advantages, such as Amazon and the brand’s website.

Our Approach

Market Research and Gap Analysis: 

  • Conducted comprehensive research to identify gaps in the Kumkumadi oil market.
  • Analyzed competitors’ use of celebrity endorsements and product positioning.
  • Benchmarked against key competitors such as TAC, Tribe Concept, Blue Nectar, and Kama Ayurveda.

 Celebrity Endorsement Initiative:

  • Launched a high-impact campaign featuring Vidya Malwade in October 2024.
  • Refined A+ content, product tiles, and FAQs to reflect customer sentiment insights.
  • Ran targeted video ads on Amazon with tailored creatives to amplify reach.

Micro-Influencer Strategy:

  • Initiated collaborations with micro-influencers in late November to complement the celebrity campaign.
  • Micro-influencers engaged niche audiences, ensuring authentic and relatable communication.
  • Balanced celebrity appeal with grassroots influence to drive engagement and conversions.

Platform Strategy:

  • Prioritized Amazon for its competitive pricing and superior shipping capabilities.
  • Integrated the brand’s website to capture additional sales and traffic.

Traffic and Engagement:

  • Developed marketing strategies to capitalize on high-search keywords and redirect traffic to the product pages.

The Impact

  • 25% market share achieved in December.
  • 4500 rank upward movement on the beauty category bestseller page.
  • 50% improvement in conversion rate growth from September to December.
  • 4x growth in daily run rate from September to December. 

Union Home Furniture’s Shopify Migration: A B2B Transformation Success Story

Overview

Union Home Furniture has been a trusted name in the home décor and furniture industry, known for its high-quality offerings and commitment to creating beautiful, functional spaces. However, the company faced challenges in scaling its digital presence, which affected its ability to serve a broader customer base. 

 

Objectives

  • Migrate from WooCommerce to Shopify 
  • Overcome payment gateway failures to reduce cart abandonment and improve transaction reliability
  • Eliminate manual processes to streamline order processing and tracking
  • Prevent website infrastructure outages to ensure consistent availability 
  • Integrate ERP and warehouse systems 
  • Improve bounce rates and conversion rates 

 

Our Approach

Tenovia partnered with Union Home Furniture to transform their eCommerce journey through a tailored Shopify solution. 

  • Migrated from WooCommerce to Shopify to provide a reliable, scalable solution for handling B2B transactions
  • Developed an automated registration system that categorizes customer information without manual segregation
  • Created a catalog management system that displays customized pricing based on customer classification for B2B customers
  • Streamlined approval process to enable the UH team to review and accept B2B registrations directly through Shopify
  • Ensure smooth, secure transactions to reduce payment failures and enhance customer trust
  • Offer customized payment options tailored to different customer segments, improving payment experiences and satisfaction
  • Limited catalog access to registered and approved B2B customers for appropriate product exposure
  • Integrated inventory management systems to provide better control over stock levels and ensure real-time updates for order fulfillment
  • Improved website performance to reduce bounce rates and boost conversions

The Impact

 

  • Successfully onboarded 450 retailers since the website went live
  • Achieved complete control over customer approval processes while maintaining security
  • Reduced manual intervention in day-to-day operations
  • Established a fully automated workflow from registration to order fulfillment
  • Significantly decreased processing time for B2B customer onboarding and management
  • Enhanced customer experience through personalized pricing and payment terms

Unlock the Potential of Performance Marketing Analytics with Drona – Amazon’s Advertising Manager

In the fast-paced world of ecommerce and marketplace advertising, staying ahead of the game requires tools that not only simplify processes but also enhance overall efficiency. Amazon Drona commonly known as Amazon Advertising Manager (AAM), is a game-changing account management solution designed to transform the way advertisers navigate the dynamic landscape of all Sponsored ad products (SP, SB, SB Video, and SD).

On Drona (AAM) data is live and in-sync with both Seller Central Campaign Manager and the advertising console. Any modifications made in either interface—be it Seller Central, AMS, or Amazon Advertising Manager—will be instantly reflected in the other.

Drona (AAM) seamlessly aggregates data from both Seller Central Campaign Manager and the advertising console. This integrated platform allows for the application of automated rules to optimize campaigns efficiently.

Let’s deep-dive into the different features of Drona (AAM)

  • Modify campaigns realtime: Well, for both Sponsored Products (SP) and Sponsored Brands (SB or HSA) campaigns, you can execute the following changes:
  1. Activate or deactivate campaigns
  2. Activate or deactivate adGroups
  3. Activate or deactivate keywords
  4. Archive negative keywords
  5. Adjust campaign start and end dates
  6. Increase or decrease the daily campaign budget
  7. Increase or decrease the default AdGroup bid
  8. Increase or decrease keyword bids
  9. Introduce new custom keywords with different match types
  10. Incorporate new negative keywords with different match types
  • Label Management – Adjust critical campaign settings directly through Amazon Drona, that will seamlessly and automatically reflect in Campaign Manager.
    1. Associate/Dissociate labels to advertisers
    2. Filter advertisers on dashboard by labels
    3. Create new & manage existing labels
    4. Add advertiser with labels

SP – Auto Campaign Creation with Goals: You can create SP Auto campaigns by setting up ACOS Goal to achieve daily, weekly and monthly, in order to control the ACoS of the campaign. The Product can also be segregated on the basis of category and create different Ad groups accordingly.

  • Automated Rules: Rules can be set for Campaign, Ad groups and keywords in order to optimize the campaign when a specific campaign, Ad group or keyword crosses a specific threshold
    1. Campaign Rule:
      1. Increase or Decrease daily budgets of out-of-budget campaigns i.e. low Budget utilization
      2. Increase or Decrease daily budget of good performing campaigns 
      3. Extend end dates or set No-End date for good performing campaigns
    2. Ad Group Rule:
      1. Increase or decrease default bid of good performance ad groups 
      2. Extend or Set – No-End date for good performing ad groups
    3. Keyword Rule: 
      1. Decrease or Increase bids for keywords based on customized rule
      2. Pause or unpause keywords based on set threshold 
      3. Archive keywords based on performance benchmark
  • Product Dashboard – A recent addition to Amazon Drona (AAM), offering a comprehensive view of all products (ASINs) associated with an advertiser. This feature includes essential metrics like Customer Reviews, Lightning Deals, and more, allowing users to gain valuable insights into the performance of their products.
  • Glance View Based Budget Planner – This determines the sponsored ads budget or required spending for an advertiser by considering the targeted number of total glance views expected. The planner relies on the target growth in glance views as a primary input. Using historical data, the planner predicts the glance views that would naturally occur organically (without advertising) and calculates the incremental glance views that would necessitate advertising.
  • Share of Voice (SOV) Budget Planner – This budget planner estimates the sponsored ads budget (separately for Sponsored Products or SP and Sponsored Brands or SB) for an advertiser based on the target share of advertising impressions expected by the advertiser out of the total ad impressions in a sub-category. The planner then estimates the ad spend required to achieve that share of advertising impressions in a specific forward looking period.
  • Spend Tracker – It helps in monitoring the performance of an advertiser (including ad spends and ACoS) against predefined  targets. Account managers can create spend trackers for a given set of advertisers to monitor their spends against the ‘Planned Budgets’ and their actual ACoS against the ‘Target ACoS’.
  • Advertiser Overview – A feature on Amazon Drona which lets you see an overview of weekly and monthly performance trends for your advertiser across i) different sponsored ad products ii) campaign/ASIN/targeting/brand store iii) varied targeting/placement strategies iv) different categories and brands the advertiser owns v) performance benchmarks with category and vi) adoption of advertising features (e.g. product targeting, negative keywords, sponsored video etc.)
  • Recommendations – Recommendations is a new feature on Amazon Advertising Manager/Drona which will readily surface optimization opportunities for sponsored ad campaigns structuring, budgets and bidding, keywords and targeting, ASINs, creatives and brand store. These recommendations will essentially point out the ‘improvement areas’ in the advertising accounts along with probable remedies to help AMs (i) improve advertiser ACoS, (ii) improve advertiser visibility and (iii) improve creatives and brand store at scale.
  • Brand Keyword Performance – This feature provides the top searched keywords by customers in the selected category / sub category and gets refreshed daily. Along with the top keywords we also provide you with your brands organic, Sponsored Products and Sponsored Brands share of voice for the last 7/15/30 days. You can use this feature to identify top searched keywords (branded, competitor, generic) where your brand’s organic SOV, SP and SB SOV is low and consider adding them to your ad campaigns.

In conclusion, Amazon’s current support for view features in Amazon Advertising Manager/Drona is just the beginning. They have exciting plans to enhance experience with upcoming features such as recommended keywords, the identification of new ASINs for campaigns, Report Downloads, and more. If you’d like to explore and understand how you can scale your business through Amazon Drona, then drop us a mail at [email protected]