FEBU Case Study | Pilothouse Digital

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Introduction

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 single day ever

62.19%

CVR of hero product

93.17%

93.17% YoY sales for Q3 and Q4

-24.27%

Q4 TACOS YoY

Company Goals

When FEBU partnered with Pilothouse, their goals were ambitious:

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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.

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Challenges:

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CVR growth was stagnant.
Listing content needed significant improvements.
PPC ad structuring lacked visibility and scalability.

The Strategy

Keyword Research and SEO Enhancement:

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

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Conversion Rate Optimization:

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

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PPC Campaign Overhaul:

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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.

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Prime Day Preparation:

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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.

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The Results

Prime Day 2023:

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Highest revenue single day ever (at the time)
118.30% increase in July sales YoY
-15.35% TACOS YoY

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Q4 Results:

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+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.

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Key Metrics:

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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 2023.
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.

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Checkout our Creative Work for FEBU’s Eco-Friendly Innovations

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.

“Pilothouse transformed our Amazon strategy, driving significant growth and efficiency improvements. Their detailed approach to PPC and listing optimization made all the difference. Pilothouse remains as attentive as they were from day one. Their consistent weekly check-ins and comprehensive reports keep me informed and confident in their ongoing support”

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.

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