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Sustainable Growth: FEBU’s Eco-Friendly Amazon Strategy Creative

FEBU text logo in bold serif font.
Industry
Eco-friendly
Location
Denver, Colorado
Services
Amazon
a variety of products are displayed on a blue background

Scaling Sustainability: How FEBU Found the Perfect Partner to Drive Growth

For Earth by Us (FEBU) creates affordable, eco-friendly, and human-safe household products, focusing on sustainable alternatives to single-use and plastic items to help consumers reduce their environmental impact easily and cost-effectively. FEBU has a small internal team, and was in need of a strategic partnership to offload day-to-day management to a trustworthy account team, enabling focus on strategic growth.

Summary of Results

118.30%
Increase in July sales YoY resulting in their highest revenue in a single day ever
62.19%
CVR of hero product
93.17%
YoY sales for Q3 and Q4
-24.27%
Q4 TACOS YoY
Company Goals
When FEBU partnered with Pilothouse, their goals were ambitious:
Reach $3 million in T12M (trailing) revenue.
Maintain TACOS < 18%
Successfully launch 5 new product innovations.
Improve CVR by >1% point for Swedish Dishcloths based on content, not price.
Challenges:
CVR growth was stagnant.
Listing content needed significant improvements.
PPC ad structuring lacked visibility and scalability.

Before Pilothouse:

Listings had decent SEO but needed improvements in creative and copy formatting.
PPC had hazy sales attribution, capping scalability.

After Pilothouse:

Listings fully optimized for SEO with great imagery and content.
PPC suite optimized for scale with clear sales attribution and improved efficiency.
The Strategy
For Earth by Us (FEBU) creates affordable, eco-friendly, and human-safe household products, focusing on sustainable alternatives to single-use and plastic items to help consumers reduce their environmental impact easily and cost-effectively.
1

Keyword Research and SEO Enhancement:

Conducted thorough keyword research.
Updated listing imagery and copy for better SEO and formatting.
2

Conversion Rate Optimization:

Creative enhancements boosted CVR, making product detail pages more compelling.
PPC optimization ensured relevant traffic was directed to listings.
3

PPC Campaign Overhaul:

Built 311 new campaigns in the first 3 months, totaling 889 to date.
Phased out old campaigns while scaling new ones to ensure minimal sales disruption.
Shifted PPC spend to high-visibility, high-performing keywords.
4

Prime Day Preparation:

Overhauled listings and PPC in the months leading up to Prime Day.
A/B tested titles and hero images to identify optimal versions.
Utilized Prime Day deals/promotions across the entire catalog, leading to record sales.
Box of FEBU laundry detergent sheets resting in a white woven basket with beige and gray towels.
Packet of FEBU Miracle Machine Cleaner for dishwashers and washing machines with a green scoop.
Box of FEBU organic bamboo strip bandages, 75 count, featuring assorted sizes and hypoallergenic, breathable, biodegradable qualities.
Comparison chart showing FEBU Miracle Machine Cleaner vs. other tablets; FEBU is made in USA, non-toxic, recyclable, fast-dispersing powder for all machines; others made in China, contain toxic chemicals, plastic tablets, slower dispersion, and work for one machine only.
Text reading 'FEBU For Earth by Us' with subtitle 'Effective, Sustainable, Affordable Alternatives' on a soft pastel background with simple leaf illustrations.
Black reusable coffee cup with ribbed sleeve and lid next to its packaging labeled FEBU, emphasizing 100% earth friendly, zero waste, and sustainable plant-based materials.
The Results
Prime Day:
Highest revenue in a single day ever (at the time)
118.30% increase in July sales YoY
-15.35% TACOS YoY
Q4 Results:
+97.18% Q4 sales YoY
-24.27% Q4 TACOS YoY
November and December both saw over 100% increase in sales YoY.
New highest revenue day on Cyber Monday, just above Prime Day.
Key Metrics:
CVR of hero product increased by +17.48% within 2 months, +29.41% by 5 months, and up to 62.19% during peak months.
Highest sales day achieved on Prime Day.
Sales increased 93.17% YoY for Q3 and Q4.
Reached client goal of reaching $3 million in T12M (trailing) revenue 9 months into the partnership.
Check Out our Creative Work for FEBU’s Eco-Friendly Innovations
Sage green reusable coffee cup with box, labeled 100% earth friendly, zero waste and sustainable, made from plant-based materials.
Bottle of FEBU All-Purpose Cleaner with fresh lemon and green herbs, labeled as plant-based with essential oils fragrance.
Box of FEBU organic bamboo finger and knuckle bandages on a white surface with cotton and towel in the background, text above reads Protects against infection & germs.
Box of FEBU laundry detergent sheets labeled 'For Earth by Us' in a white fabric basket with gray and tan towels.
Hand holding three FEBU bamboo bandages with a background of various bandages and text stating 65% of bandages contain the 'Forever Chemical' and promoting PFAS-free wound care solution.
Box of FEBU organic bamboo strip bandages with 100% plastic-free recyclable packaging, highlighting zero waste, compostable, and sustainable features.
Green reusable travel cup filled with iced coffee surrounded by coffee beans and eucalyptus branches on a white hexagonal tile surface.

"I've worked with a lot of agencies over the past several years. With our previous team, it didn't feel like we had a partner — it was constantly bringing them up to speed. With Pilothouse, it's the opposite. They're constantly bringing us ideas and creative directions we'd never considered, thinking about how to amplify VSSL without us even prompting them. They blew it out of the water — ROAS we've never seen before, customer engagement we've never seen before. There's no aspect where Pilothouse has fallen short, and it's just brought a lot of peace to our leadership team that were working with the right partners."

Max Leonesio
Founder of FEBU
Conclusion
Pilothouse's tailored strategy helped FEBU achieve remarkable growth, surpassing revenue goals and improving cost efficiency. This partnership highlights the power of strategic PPC management and optimized listings in driving eCommerce success.
Hand with a beige adhesive bandage on the wrist holding four herbal patch packets labeled FEBU with leaf designs.FEBU all-purpose cleaner bottle and box with pure eucalyptus scent, plant-based concentrate, non-toxic ingredients, 1 fl oz for making 48 fl oz, made in the USA.Person placing a FEBU Laundry Detergent Sheet into the detergent drawer of a washing machine with folded towels and a basket in the background.

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