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BRAND
Hanky Panky
A female-founded lingerie brand focused on comfort, quality, and inclusive fit. Hanky Panky had a key challenge: the inability to stand out on high volume key words, and heavy reliance on branded search terms. High ACOS and low conversion meant an inability to scale. We followed a clear phased approach to unlock their potential: 1) catalogue optimisation; 2) category search term expansion complimented with a brand store redesigned; 3) DSP for retargeting and new customer acquisition.
PROBLEM
Low visibility in high-volume underwear searches, crowded by cheaper multipacks. The brand relied heavily on branded search; with 95% of ad spend on defensive keywords. ACOS was high & conversion was weak on category terms. The brand struggled to compete, scale new products, and justify Amazon investment.
SOLUTION
•Clearly defined phased strategic approach to drive long-term profitable growth & awareness
•Step 1: Launched new products and re-organised the catalogue under new variation structure. In parallel, we optimised defensive campaigns & diversified branded placements
•Step 2: Increased ad investment in category keyword targeting campaigns given conversion rate has been increased by catalogue focus. In addition, the brand store was redesigned to communicate the brand message clearer and enable frictionless purchases. Once completed, we drove traffic to the store via Sponsored Brands
Step 3: Added DSP for retargeting and new customer acquisition, driving traffic to different store pages and product detail pages according to the strategy
RESULTS
•+40% category share (1.5% → 2.5%)
•Conversion on category terms doubled (3% → 6%+)
•+147% share of voice on “thongs for women”
•Advertising reliance fell from 73% → 59% (organic lift)
•Five first-page listings on top category keywords, supporting premium pricing
