Case Share: How Young Brands Mastered the Art of Co-Branding on Amazon

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Data-Driven Approach to Identifying Partnership Potential

The collaboration between Baleaf and OROLAY was facilitated by Amazon's team, who analyzed data and identified synergies between the two brands' customer bases. Despite operating in different product categories, Baleaf (yoga apparel) and OROLAY (down jackets) shared a core audience of women aged 30 and above who valued comfort, quality, and versatility in their clothing.

"Initially, we were just going to have a preliminary discussion, but we soon realized that our brand philosophies and growth trajectories were highly aligned, which made us consider a partnership," said Katherine, CMO of Baleaf.

Leveraging Amazon's Expertise for Effective Marketing Execution

Once the brands decided to collaborate, Amazon's dedicated account managers played a crucial role in coordinating and executing the marketing efforts. They helped the brands develop a comprehensive marketing plan spanning multiple stages:

Pre-launch (4-6 months): Identifying core products, setting sales targets, and planning ad campaigns.

Lead-up (2-3 months): Focusing on on-site assets like co-branded storefront pages.

Launch (1 month): Finalizing ad creatives, URLs, and launch details.

Post-launch: Monitoring performance and making real-time adjustments.

"With Amazon's support, we unlocked resources that were previously only available to major international brands. Our brand performance saw a significant uplift during this period," said Katherine, Baleaf CMO.

Staged Marketing Approach for Maximum Impact

The co-branding campaign was divided into four distinct stages to ensure maximum impact:

Warm-up (8 days): Building anticipation through social media teasers and incentives like coupons.

Launch (20 days): Precision targeting through brand marketing, Amazon ads, and Deal of the Day promotions.

Conversion (35 days): Expanding reach through influencer collaborations, user-generated content, and retargeting ads.

Re-marketing (34 days): Focusing on customer retention through member-exclusive discounts and brand-customized promotions.

This strategic approach, coupled with seamless collaboration between the brands and Amazon's teams, resulted in impressive outcomes:

OROLAY's social media exposure exceeded 200,000, with fan engagement doubling.

Baleaf's brand searches surged by 140%, with overall search volume increasing nearly 6 times.

The brands' performance far exceeded the average seller during the co-branding period, with over 4 million DSP/DPV impressions, a 20% decrease in storefront bounce rate, and sales reaching millions of dollars.

Keys to Successful Co-Branding on Amazon

In reflecting on their co-branding experience, Jalen (OROLAY's General Manager) and Katherine shared valuable insights for brands considering similar collaborations on Amazon:

Establish a strong brand foundation: "Without a solid brand, reaching hundreds of thousands of consumers means little compared to slowly building brand recognition and cultivating a loyal customer base," Jalen emphasized.

Enhance product innovation and quality: "Product innovation and quality are the cornerstones of brand-building, while effectively communicating brand culture is key to gaining consumer trust," added Jalen.

Strengthen memory points: "Moving forward, we aim to create localized, series-based co-created products that resonate with consumers and reinforce brand recall," said Katherine.

Allocate dedicated resources: "To truly make an impact, we need to focus more resources on ensuring our co-branding efforts are seen by a wider audience," Katherine advised.

As young brands continue their global expansion, the successful co-branding effort by Baleaf and OROLAY on Amazon serves as a blueprint for leveraging data-driven insights, strategic marketing execution, and long-term brand-building to captivate international audiences.