Thermos
Trusted Since 1904.
The Problem
Thermos was looking to optimize their copy for new-to-brand shoppers on Amazon. Amazon consumers are constantly in evaluation mode. The platform’s algorithm constantly pushes new products, and has no regard for a brand’s history or success in other mediums. Thermos was running copy that primarily emphasized their rich brand heritage. This is successful on other channels, but isn’t the right play on Amazon.
The Insight
After analyzing reviews from both Thermos and their competitors, I found that customers consistently prioritized functional features– especially insulation– in their water bottle purchases.
The Result
To validate my insight, I tested two sponsored brand headlines: “Trusted since 1904” and “Starts Cold, Stays Cold.” My insulation-oriented headline boosted click-through rate from 0.48% to 0.75%, and outperformed baseline new-to-brand sales by 12%. This illustrates consumers’ preference for feature-oriented copy.
The Full Project
This is a part of a larger capstone project from my internship at Global Overview. If you’re interested in seeing more detail, click here!
