July 2024 - August 2024
Simmons Pet Food entered the Amazon marketplace just two months before Prime Day — stepping into one of the most competitive categories in e-commerce: pet food. With minimal reviews, limited social proof, and low data history, the challenge was clear. The brand needed to establish credibility, drive awareness, and acquire loyal customers quickly during a high-traffic retail period dominated by established competitors.
BTR Media developed a visibility-first approach centered around top-of-search placement and Prime Day deal participation. The goal: reach as many new customers as possible while converting those moments of discovery into long-term relationships through Subscribe & Save enrollment.
We executed a combined strategy of Sponsored Products, Sponsored Brands, and Sponsored Brand Video to dominate search results and highlight Simmons’ unique value within the category. Creatives were optimized for performance and education — helping shoppers understand product benefits, build trust, and convert at scale.
Ran aggressive Sponsored Product and Sponsored Brand Video campaigns across all ASINs with deal badging to maximize traffic during Prime Day.
Targeted new-to-brand shoppers and drove Subscribe & Save sign-ups to secure repeat purchase behavior and build long-term retention.
Analyzed top performers mid-event, reallocating spend to the best-converting ASINs and continuously improving campaign efficiency.
The strategy produced rapid results. Total sales increased 448% month-over-month, while ad-attributed sales rose 473%. The Subscribe & Save program became the standout success — growing from 20 active subscribers in June to 1,217 by August, and maintaining an 80% 30-day retention and 62% 90-day retention rate.
This full-funnel approach not only captured high-intent Prime Day shoppers but also converted them into repeat, loyal customers, establishing Simmons Pet Food as a serious contender within the pet food category just months after launch.
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