Case Study
Momentum Commerce and Ampd reshape Therabody’s revival on HAQM, boosting Cyber Monday sales
The HAQM Ads Partner Awards honor innovation, creativity, and effectiveness in digital advertising. We’re proud to recognize Momentum Commerce and Ampd as finalists for 2023’s Performance Award (Americas region). Their collaboration with Therabody helped the advertiser successfully optimize their HAQM strategy, driving business growth and keeping shoppers engaged.
Therabody was in search of the optimal advertising strategy to promote their premium wellness lineup, which ranges from personal massage guns and muscle stimulators to compression boots and vibrating foam rollers. Teaming up with HAQM Ads experts Momentum Commerce and Ampd, they crafted a campaign that boosted sales and reached new audiences.
This strategic collaboration not only boosted Therabody’s business growth—it also positioned Momentum Commerce and Ampd as finalists for the 2023 Performance Award for the Americas.
Resetting the playbook to highlight Therabody’s products
Therabody was at a crossroads with their HAQM strategy. Despite selling high-quality health and wellness tools, they were often competing with low-cost alternatives. As a result, the brand’s growth plateaued; searches for their products had declined by 26% year over year (YoY).1 For relevant nonbranded terms, Therabody’s top-20 organic share of voice (SOV) was below 0.1% for their flagship products, due in part to their premium prices.2
To counter this, Therabody needed a fresh HAQM Ads strategy. The goal was clear: highlight the benefits of their products and persuade consumers to choose quality products, even if they come with a higher price tag.
Passing new strategies to improve sales and search rankings
Therabody teamed up with Momentum Commerce and Ampd to design a comprehensive HAQM Ads strategy. The twofold campaign aimed to capture shoppers across the full marketing funnel on HAQM and drive relevant consumers from search engines to the brand’s Store.
For their sponsored ads strategy, Momentum Commerce reprioritized search spending from branded terms to focus on higher-volume terms. With this shift in their Sponsored Products and Sponsored Brands approach, Momentum Commerce wanted to increase new-to-brand sales and improve Therabody’s organic search rankings.
Using insights from HAQM Marketing Cloud, Momentum Commerce reinvested a portion of their previous sponsored ads budget into top-of-funnel tactics, which included HAQM DSP campaigns, Thursday Night Football ads, and a unique SOV package. Before and after Thursday Night Football events, Therabody deployed HAQM DSP campaigns that featured off-site banner, online video, and reengaging ads for customers who had previously browsed their products.
On search engines outside of HAQM, Therabody targeted relevant searches that indicated buying intent on HAQM and Ampd measured their conversion with HAQM Attribution. These searches were directly linked to Therabody’s HAQM listings and Store, helping potential customers find their way to products with ease.
Scoring big wins to reach new audiences
After the campaign, Therabody saw notable improvements. Purchases directed from search engines to HAQM elevated their organic ranking for nonbranded search terms. This allowed for a more strategic allocation of their ad budget, emphasizing higher-margin products, newer offerings, and upper-funnel initiatives. As a result, Therabody’s month-over-month HAQM revenue saw triple-digit growth from October to November 2022.
Therabody’s Thursday Night Football campaigns drove a 50% sales increase for their new TheraFace product, a massage tool designed to reduce tension and relax facial muscles.3 From Black Friday to Cyber Monday, their HAQM revenue in the US increased by 23% YoY, with 148% YoY growth on Cyber Monday alone.4 And of all the shoppers directed to Therabody’s Store from search engines, 61% were new customers.5
Through this tailored campaign, Momentum Commerce and Ampd not only revitalized Therabody’s HAQM presence but also connected them to new audiences. Their strategy took advantage of the massive visibility offered by Thursday Night Football and holiday ad placements, driving significant brand growth. In recognition of this success, Momentum Commerce and Ampd have secured finalist positions for the 2023 Performance Award.
1-5 Source: Therabody, United States, 2022.