Dr. Squatch Finds Winning Equation With Tech Plus Team
Overview
Dr Squatch raised the bar for natural products and built its brand with omnichannel marketing strategies that emphasized well-being and redefined the way men approached personal care.
The brand won over millions of happy customers with captivating paid ad campaigns across Youtube, social media, and even the Super Bowl, that drove substantial D2C growth. Looking to carve out even more market share and be where customers shop, Amazon became a key player in their marketing mix for capturing bottom-of-the-funnel demand.
In early 2024, the company set high growth goals that required developing an Amazon Ads strategy to maximize global ad spend through smart optimizations and automation. This meant getting to a level of granularity and control not possible with its previous campaign management solution. But this search was more than checking off technical capabilities, Dr. Squatch’s strategy included a path to bring campaign management in-house. Dr Squatch found Skai as a partner in both tech and team to help their brand grow.
Challenge
With rising caps on digital ads off Amazon, Dr. Squatch experienced a drop in branded search on Amazon over the last few years—a strategy that had historically delivered strong ROAS. As more top-of-funnel media added its omnichannel strategy, the brand needed to maximize efficiency and drive growth across all marketing efforts. At the same time, they looked to establish a clear path forward by transitioning off of managed service engagements. This shift created pressure to balance performance goals while developing an in-house team.
Solution
Dr. Squatch and Skai’s Expert Services team worked together on an onboarding plan and feature adoption goals. This collaboration helped the team quickly learn the platform and effectively prepare for bringing campaign optimization in-house. Aligning on strategic goals was crucial, with open communication playing a key role throughout the process.
To move away from black box automations, Dr. Squatch tapped into Skai’s innovative solutions to transition from primarily automatic campaigns to manual ones.. Using Skai’s Keyword harvesting automated actions, high performing search terms from automatic campaigns would be added to manual campaigns. This allowed Dr. Squatch to bid more precisely on what would give them the greatest return. While AI placement modifiers and AI dayparting provided deeper insight into customer shopping habits, offering and control over where and when to focus their efforts.
With Competitive Insights, Dr. Squatch refined its non-branded keyword strategies by using Share of Voice (SOV) data to better understand competitor activity and identify opportunities. The shift enabled the team to target non-branded keywords more effectively, expanding into this area in ways they hadn’t before. By targeting non-brand keywords, they gained organic traction and reached new audiences, which had previously been challenging.
A new body wash launch further demonstrated their commitment to a full-funnel approach on Amazon. With fresh video assets and initial success on Sponsored Product campaigns, Skai recommended expanding Amazon DSP investments to round-out the brand’s growth strategy. By viewing performance across both DSP and Sponsored Ads, the team improved management efficiency, optimized overall account performance, and ultimately captured more customers and boosted brand awareness.
Results
Since partnering Skai, Dr. Squatch achieved consistent ROAS gains across product lines, including soap, deodorant, hair care, ball care, and lotion.Three months after launch, the body wash line achieved a branded ROAS increase of 100%, while non-branded ROAS saw an impressive 95% boost. The team’s strategic focus on non-branded keywords delivered impressive results, maintaining total ROAS and keeping CPCs under control for strong overall campaign performance. For instance, the soap product line achieved a 53% shift toward non-branded keywords, successfully reaching new audiences while ensuring cost efficiency.
The combination of Skai’s technology and team also provided fresh insights to help Dr. Squatch identify a clear path for success as the team transitions retail media management in-house.
“Moving to Skai proved to be a key growth lever for us. The team was excellent and their platform provides greater visibility and control than any service we’ve used before. Our topline sales and TACOS improved significantly since we migrated our campaigns, and we’ve been able to drive sustainable incrementality through leaning into non-branded ads in an aggressive but efficient way.”
Jamie Roller
Senior Manager, Growth Channels
About Dr. Squatch
Dr. Squatch, a natural men’s soap and personal care company, is the #1 natural men’s personal care brand in the USA, and one of the fastest-growing personal care companies in the country. Dr. Squatch’s hero products include natural cold process bar soap, body wash, deodorant, hair care, lip balm, and cologne. Dr. Squatch wants to inspire and educate men to be happier and healthier with their natural, high-performance products that are made in the USA. Feel Like a Man, Smell Like a Champion! Learn more at drsquatch.com.
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