Sexual Wellness
India
Challenger Brand Partner Award (APAC) Winner Adbrew helps Bold Care lift sales by 69.1%
+20%
Generic Keyword SOV
+69%
Ad-Attributed Sales
-17.3 pts
ACOS Improvement
+177%
Repeat Purchase Rate
The Brand
Bold Care is a fast-growing sexual wellness brand operating in one of India’s most competitive and culturally sensitive Amazon categories. The category is heavily search-driven, where visibility and trust at the moment of intent play a disproportionate role in conversion.
While category leaders benefit from years of offline equity, habitual recall, and structural advantages on Amazon, Bold Care entered the space as a digitally native brand without inherited visibility or scale. The playing field was further skewed by the presence of aggressive, well-capitalized competitors investing heavily across brand, performance, and influencer channels—allowing them to dominate both organic and paid placements.
Objectives and Challenges
Bold Care’s goal was to close the gap with category leaders by improving visibility, efficiency, and customer acquisition quality—while operating within strict margin and platform constraints.
The primary challenge was low Share of Voice on high-intent searches, which limited discovery at the most valuable conversion moments. This visibility gap was compounded by inefficient performance economics, making it difficult to scale paid traffic without eroding profitability.
Another critical hurdle was New-to-Brand acquisition. A large share of demand in the category leaned toward familiar names, making it harder for emerging brands to attract first-time buyers. Without increasing NTB contribution, Bold Care risked plateauing on existing demand.
Branded search defense also emerged as a challenge, as competitors increasingly targeted branded queries, causing leakage during peak intent moments. At the same time, creative and DSP limitations within the category reduced opportunities for broad upper-funnel storytelling.
Together, these challenges shaped Bold Care’s objectives:
Increase Sponsored Share of Voice on high-intent and efficient keywords
Restore advertising efficiency to scalable, sustainable levels
Grow New-to-Brand contribution to unlock incremental category growth
Defend branded demand and retain customers more effectively
Akshay Punjabi
Growth @ Bold Care
The Solution
1. Lifecycle-Based Campaign Architecture
Bold Care structured its Amazon advertising around product lifecycle stages, ensuring spends and tactics aligned with each ASIN’s maturity.
New launches focused on broad match and auto campaigns to maximize early discovery.
Mid-age products shifted toward phrase match keywords and competitor targeting to capture consideration-stage demand.
Mature products emphasized exact match keywords, branded bidding, high-converting ASIN targeting, and remarketing to drive efficiency.
Each lifecycle stage followed distinct bidding rules and match-type strategies. This structure helped reduce early-stage spend leakage while creating a scalable, repeatable framework for growth.
2. Intraday Optimization Using Amazon Marketing Stream
Instead of relying on daily averages, Bold Care leveraged Amazon Marketing Stream to optimize performance at an hourly level. Performance analysis revealed clear intraday demand patterns:
Over one-third of conversions occurred after 6 PM, with conversion efficiency peaking between 8–11 PM.
Early morning hours consistently underperformed, showing weaker returns and higher inefficiency.
Based on these insights, Bold Care implemented a refined intraday optimization strategy:
Bid suppression during low-efficiency hours to minimize wasted spend.
Budget rollover logic, reserving a significant portion of daily budgets for post-6 PM peak demand windows.
Placement prioritization, applying Top-of-Search bid boosts during the highest-converting evening hours—particularly for high-margin ASINs.
Weekend optimization, increasing bids on Saturdays and Sundays to capitalize on stronger order volumes compared to weekdays.
This time-aware approach ensured budgets were deployed when shopper intent was highest.
3. Branded Term Protection
As brand visibility increased, competitor activity on branded keywords also intensified. To defend its position, Bold Care implemented branded search protection across Sponsored Products and Sponsored Brands.
Campaigns were actively optimized based on Top-of-Search SOV fluctuations and intraday CPC pressure, ensuring consistent visibility on branded queries and high-performing ASINs.
This defensive strategy resulted in a significant uplift in branded SOV, helping preserve brand ownership while strengthening discovery in a crowded category.
4. Cross-Sell Strategy Informed by AMC Insights
Bold Care was among the early adopters of Amazon Marketing Cloud, gaining access to advanced customer journey insights ahead of broader category adoption. This allowed the brand to uncover high-confidence product affinity and repeat-purchase patterns.
AMC insights highlighted clear cross-sell opportunities, including:
Customers purchasing Hair Removal Cream later converting on Hair Removal Spray
Single-pack Delay Spray buyers returning for combo packs
To activate these insights, Bold Care launched dedicated Sponsored Products and Sponsored Display campaigns targeting:
Previous purchasers and high-intent users
Contextual and audience-driven cross-sell placements
This AMC-led approach delivered meaningful incremental revenue, achieved stronger efficiency than broad Sponsored Product campaigns, and helped increase average order value and SKU adoption—without heavy reliance on upper-funnel investment.
Results
Bold Care’s structured, insight-led strategy delivered clear, measurable gains in category visibility, efficiency, and customer quality, despite competing against better-funded, higher-recall brands.
1. Share of Voice in Category
SOV improved consistently across formats and keyword types. Generic keyword SOV grew by ~20%, while competitor keyword SOV expanded by ~13%, helping Bold Care appear more frequently on rival-branded queries. Sponsored Brand visibility, which had been minimal earlier, showed a clear resurgence during peak seasonal periods, signaling improved upper-funnel presence.
2. Sales Growth
Overall ad-attributed sales increased by ~69%. Sponsored Products drove ~70% growth, while Sponsored Brands and SBV recorded triple-digit growth, supported by strong gains in impressions (+135%) and orders (+167%). This highlights improved scale without relying on a single ad format.
3. Operational Advertising Efficiency
Advertising efficiency improved meaningfully. Conversion rate increased by ~12.7% YoY, while ACOS declined by ~17%, reflecting stronger funnel quality, better keyword targeting, and improved budget discipline.
4. New-to-Brand Customer Acquisition
Bold Care sustained a high New-to-Brand share, outperforming the category average by double-digit percentage points. Ad-driven N2B contribution rose steadily, and within the broader category, Bold Care’s share of new customers increased over the period — indicating net category expansion, not just share shifts.
5. Driving Repeat Purchase
Ad-driven repeat customer share improved by ~15%, widening the gap versus competitors to nearly a 20-point difference during peak months. This was driven by stronger mid-funnel defense, smarter retargeting, and improved dayparting strategies.
