When Keto Krisp was launching their newest innovation, the Butter & Salt bar with collagen, we wanted to do everything we could to bring traffic and sales right away in order to leverage the honeymoon period (the first ~1-3 months in which the Amazon algorithm gives new products the benefit of the doubt) and launch strongly.
With a solid catalog of pre-existing products, a couple of which were hero products, we ideated about how we could drive awareness from customers and shoppers of those more prominent products to the new product. Amongst other initiatives, one we landed on was a Targeted Cross-Promotion strategy where the hero products would serve as anchors to support the new product.
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