4
x
Increase in spend
100
%
Increase in monthly sales
15
%
Improvement in efficiency
115
hrs
monthly manual tme savings
The Brand
Parker is one of the most iconic pen brands in the world, known for craftsmanship, elegance, and timeless design. In India, Parker holds a legacy position—often gifted to mark milestones or used to signal professionalism and prestige.
But as more consumers in India moved to online shopping, Parker realized the need to modernize its strategy to remain top-of-mind for a new generation of digital-first buyers.
The Agency
Unbundl, a digital-first agency, helps brands in India transition and thrive in the e-commerce world. They specialize in Amazon marketplace management, Shopify builds, and customer-centric design. With a mission to make online selling both scalable and strategic, Unbundl bridges brand heritage with modern commerce.
Objectives and Challenges
As Parker looked to expand its footprint on Amazon India, the brand was driven by a vision to grow without compromising its premium heritage. But translating a traditionally offline, tactile product into digital success presented unique challenges.
Establish a Premium Digital Presence: Position Parker as the go-to premium pen brand in a crowded online marketplace.
Scale Advertising Profitably: Drive measurable growth in ad-attributed sales while improving return on ad spend (ROAS).
Reach the Right Audience: Connect with high-intent, quality-focused customers who value Parker’s craftsmanship.
Maintain Brand Equity Online: Balance growth with consistent messaging that reinforces Parker’s legacy and value.
Crowded Category, Limited Attention: The Amazon marketplace is saturated with pen brands, many offering cheaper alternatives. Cutting through the noise required a distinct strategy.
No ‘Feel Factor’: Parker’s physical quality—its biggest strength—was hard to communicate through a screen, limiting impulse buys and increasing buyer hesitation.
Price Sensitivity in a Deal-Driven Market: With price being a primary decision-maker for many online shoppers in India, Parker had to justify its premium pricing with trust and visibility.
Volatile Campaign Performance: Fluctuating sales and unpredictable ad results made it difficult to plan and sustain long-term growth without strong data and insights.
The Solution
To address these complexities, Unbundl partnered with Adbrew to craft a smarter, more data-driven Amazon strategy for Parker.
1. Intra-day ad optimization
Unlike Amazon’s default reporting, Adbrew unlocked hourly insights that empowered the team to optimize ads based on the hourly conversion and traffic distribution to improve the efficiency of ads.
2. Share of Voice (Digital Shelf Tracking)
To make Parker more discoverable, Adbrew provided real-time visibility into its search presence. This helped guide budget allocation and identify opportunities to out-rank competitors.
3. Keyword Intelligence & Optimization:
With Adbrew’s performance-based keyword harvesting tools, Unbundl fine-tuned targeting by doubling down on proven performers and cutting out inefficient keywords.
5. Deeper Campaign Intelligence
Adbrew’s advanced text mining surfaced high-converting word patterns, offering deep insight into what messaging resonated most with customers.
6. Precision Targeting with Audience Insights
Through improved behavioral targeting, Parker’s campaigns reached high-intent users who were more likely to convert—improving both CTR and ROAS.
7. Automated Campaign Optimisation
Adbrew’s automation tools streamlined bid, budget, and placement adjustments in real-time, aligning with Parker’s campaign goals for improved efficiency.
Results
Using a focused and effective performance marketing strategy, Unbundl achieved strong results for Parker leveraging Adbrew:
- 4x Increase in Monthly Ad Spend: Ad spend scaled significantly—but more importantly, returns improved by 15%, showing healthier efficiency even at higher budgets.
- 2x Growth in Monthly Online Sales: Sales volume across key eCommerce platforms doubled, driven by smarter ad targeting and conversion-focused optimization.
- Improved brand awareness: People started searching directly for “Parker” instead of just “pen,” showing stronger brand awareness