Back Story
With peak holiday season 3 months away, Hi-Spec's ecommerce team and myself were brainstorming ways to maximize our sales on Amazon.
We knew video advertising was a huge untapped opportunity, but faced a challenge- our 2-man videography team was slow producing videos, we had 100+ items still needing, and on top of that, each video needed to be translated into six languages (620 videos total)!
That’s not to mention all the campaign setup required in multiple countries to get these advertisements going.
Challenge aside, one thing was for sure- the more video advertisements we got up before peak season, the higher our sales would be that year.
The Challenge
Produce a total of 618 product videos (103 products in 6 languages) and setup Amazon advertising campaigns across 10 country markets.... in just three months
The Strategy
Quickly mass produce a barrage of lower-quality (yet effective) product advertisements for all 103 items in Hi-Spec's online catalogue BEFORE peak sales season.
- Find a piece of software for creating videos from still images
- Assemble an external video production team to quickly create the videos
- Create an easy-to-follow process for our in-house ecommerce team to quickly setup video advertisements in their Amazon marketplaces
The Process
Finding AI Video Creation Software
I tasked our in-house videographer to find a piece of software that could turn "still-Image" product photos into videos. Within a few hours, he found exactly what we needed in Magisto.
Assembling, Training & Mobilizing an External Video Creation Team
To help our 2-person inhouse videography team, I assembled 3 additional remote workers. The Magisto software made it incredibly easy to create videos from still images, and together, after a quick training session on the software, the team was able to produce 50 videos per day (opposed to 1 video per week).
To keep track of the entire process, I set the team up on Monday.com , which helped manage both in-house and external teams.
Within 3 weeks, the team produced 103 DIY style product videos, and translated those videos into six different languages, for a total of 618 videos.
Of course, these DIY videos didn't look as nice as our previous professionally filmed videos, but I was confident they'd still perform well as advertisements.
Creating Video Advertising Campaigns in Multiple Countries on Amazon
We were ahead of schedule in terms of video production, leaving more than enough time to setup the advertising campaigns on Amazon before peak season
Each product had pre-existing advertising campaigns on Amazon, meaning ample PPC keyword data was at our disposal for setting up new campaigns.
Using this data, our ecommerce team was able to quickly take the good-performing keywords from pre-existing campaigns and get the advertisements up & running.
The Results
Our fast-produced video advertisements performed extremely well over the next 18 months:
- Overall DTC sales grew +10%
- Attributed sales: $1,200,000.00
- Average ACOS: 26.75%
- % of video ad budget saved: +87%
Had we not opted to use fast-produced product videos over professionally-filmed videos, we would have lost out on all the above sales..
In this case, speed was key!