Cawston Press Growth with Highlands

Key deliverables: A+ Content | PPC | SEO

01 Objectives

Cawston Press was founded out of a love for creating straightforward, delicious drinks and has established a reputation by emphasising natural ingredients. With a broad selection of juices, sparkling and still drinks, the brand focuses on creating products that are naturally sweet with no added sugar, concentrates or any jiggery pokery. Their team partnered with Highlands to take back control of their product range and listings on Amazon.

02 Plan

Our marketplace experts devised a strategy to take back control of the brand’s listings from third-party marketplace sellers and increase ownership of the BuyBox.

03 Implement

Strategic promotions and optimised Vendor listings helped to capitalise on high search-volume keywords to target the brand’s desired customer segments on Amazon. With more effective use of A+ Content and Amazon Storefront tools, bespoke designs helped to represent the brand style and tone of voice whilst providing continuity across other channels.

We worked on improving their advertising performance by creating new Sponsored Brand and Sponsored Products campaigns, as well as optimising existing live ads. Our strategy was created to meet the overall business objectives by increasing sales, clicks and lowering the Advertising Cost of Sales (ACoS).

04 Optimise

Through our collaboration with the brand, our team have helped them attain consistent growth in sales, improve search rankings and expand product ranges on Amazon marketplace.

Our initial strategy was pivotal to assisting the brand with growing its share of the Amazon BuyBox, optimising ads and listings, launching creative content and aligning marketplace marketing initiatives with off-platform activity.

The second phase of our collaboration helped us expand the brand’s catalogue of products, decrease ad spend while growing sales and expand their content selection.

“Highlands have absolutely helped us accelerate an already pretty fast growing part of our business. They blend being a great team to work with and a very thorough and professional approach. They have a really robust communication and measurement process in place, allowing us to make data led decisions to grow our business. In 2021 they will help us beat a number that already had some healthy ambition in, and in 2022 I am confident they will help us present our products brilliantly again and will give us the platform to make Amazon UK one of our biggest customers. They are also helping us look beyond the UK and we expect to launch in several new countries in 2022. They don’t feel like an agency, they feel like an additional member of our Cawston Press team. A member of our team that is an expert in all things Amazon and, importantly for us, one that will maintain and develop that expertise in a way that would be hard to match with an internal hire.”

FRANK BARTLETT

SALES DIRECTOR, CAWSTON PRESS