Smith & Sinclair Case Study
Cocktail confectionary brand Smith & Sinclair boosts brand presence on Amazon
Meet the client
It started when college friends Melanie Goldsmith and Emile Bernard hosted board-game nights in an effort to match their single friends. They’d invite friends and friends-of-friends over, serve drinks and sweets, bring out some board games, and hoped cupid would strike. But what they noticed was their friends’ attention wasn’t on love after all—it was on the cocktail gummies the pair had handcrafted as party favors. Soon after, they began selling their alcoholic sweets in local UK markets before eventually launching their business, Smith & Sinclair, in 2014.
Why partner with Skye High Media?
The Smith & Sinclair team are experts at making fun and engaging confectionary products for adults, but had little experience with Amazon Advertising. They partnered up with Skye High Media to manage their Amazon Sponsored Advertising campaigns as they looked to achieve significant growth on the platform.
Kind words from our clients...
In March 2019, Smith & Sinclair approached Skye High Media with the goal of increasing the visibility of its niche brand in key European countries. Driving sales of its products, which now include alcoholic gummies, cocktail glitter dust, garnish toppers, fragrances, and mixers, was key for the brand. They wanted to start off with their home market (UK), with the intention of expanding out into other Amazon marketplaces.
Skye High Media crafted a digital advertising strategy that included Sponsored Products, which help Amazon advertisers gain momentum for their product offering by increasing search visibility and driving sales, and Sponsored Brands, which allow customers to discover and engage with a brand as they research on Amazon. The Sponsored Brands campaigns also linked directly to Smith & Sinclair’s Store on Amazon.co.uk, where customers could engage with the brand and full line of products. Within the Sponsored Brands campaigns, Skye High Media tested ad creative that encouraged consumers to either click directly on the detail pages to drive product sales or on the headline to direct customers to the Smith & Sinclair Store to drive awareness of the brand.
Skye High Media split its keyword strategy into three sections: branded, category and competitor keywords. Within each category, it identified a select number of high-performing keywords and researched keyword search volumes to determine appropriate bid amounts. To test, the Skye High Media team used broad, phrase, and exact match types, reviewing the performance metrics to find and remove under-performing keywords. The team also broke out campaigns by theme, to ensure they were capturing elements of the market who were searching for items based on occasions e.g. Hen Party accessories.
“Smith & Sinclair is such a great brand to partner with. Innovation is at the core of everything they do and we’re delighted to be part of their success.”
Mark Pettit – CEO Skye High Media