95% BSR improvement in less than 3 weeks.
Increased EBITDA ~169% since acquisition.
Increased hero ASIN sales ~487% since acquisition.
The Origin Story
When Thrasio acquired Becky Cameron Home (BCH), the company’s hero product was already well ranked with the second-highest number of reviews in the pillow category. We leveraged this solid positioning by applying creative updates and rebuilding pay-per-click (PPC) initiatives from the ground up. This effectively accelerated sales velocity and triggered an inventory re-forecast – requiring a flexible and streamlined brand operations strategy.
With over 2,500 ASINs, BCH was the largest brand acquisition to date. We consolidated ASINs and focused on top listings, while driving dramatic cost savings by tightening up the supply chain and scaling our manufacturing capacity.
Every Thrasher had a hand in this brand's success — combing through each listing to update creative, SEO title tags, and ensure each listing was Amazon TOS compliant. We also added two two new suppliers and increased manufacturing capacity by 5X. We then built data set tools to help us manage a brand of this size and larger.
One ASIN Drove 72% of Brand Growth
When we acquired BCH, the 2-Pack Gel Queen Pillow Set had the second-highest number of reviews in the category on Amazon. We significantly increased ad spend and optimized the listing from SEO to creative branding. Our effort paid off in a big way.
Turning a Product Into a Brand
Many ASINs in this brand did not have a complete listing, which negatively affected SEO. For each listing, we updated branding with a new luxe feel and added 9 listing photos and A+ content to increase trust.
Driving $18M in Year 1 Growth
A robust marketing strategy for this brand held a big opportunity to help drive growth. PPC was a huge part of that approach, with other efforts including Amazon events (e.g. Amazon Live), affiliate marketing, social media, and DTC.
*Our case studies are for general information purposes; they are not guarantees of future performance and undue reliance should not be placed on them. Each study is based on a particular set of facts and conditions at a point in time and may involve known and unknown risks and uncertainties. The performance, financial results, and projections for the products or sellers in these case studies may not be parallel in others.