CASE STUDY SCRUB DADDY MARKETPLACE PARTNERSHIP · on all marketplaces. Amazon Listing Optimization...

etailz.com | +1 855.300.2710 | 2818 N. Sullivan Rd., Ste 130, Spokane Valley, WA 99216

Scrub Daddy is a revolutionary sponge that adjusts its scrubbing texture based on water temperature. In warm

water, it becomes soft and compressible; in cold water it becomes firm to give you even more scrubbing power.

The sponge became an instant hit when its creator appeared on Shark Tank and secured a relationship with a

prominent investor.

CASE STUDYSCRUB DADDY MARKETPLACE PARTNERSHIP

GROWING AMERICA’S FAVORITE SPONGE ON MARKETPLACES

A PARTNERSHIP ROOTED IN GROWTHWe began our partnership with Scrub Daddy on Amazon in January 2014. Since then, we have grown their

sales by 128% through increasing product offerings and targeted marketing campaigns. Our partnership is grounded

in mutual trust, collaboration, and innovation, through which we’ve achieved incredible success.

Instead of focusing on the Amazon and online channel, we are able to

continue to focus on developing the best products in the entire cleaning category, sell through

traditional brick-and-mortar stores and expand around the world. In this capacity, we use etailz’s

expertise instead of having to staff up an entire department dedicated to the online channel.

— Will Augenbraun Senior Vice President, Scrub Daddy

etailz + Scrub Daddy

partnership began in January 2014

FebruaryJanuary June OctoberMarch July November DecemberApril AugustMay September

128%sales growth since 2015

SCRUB DADDY’S SALES HISTORYJanuary 2015−December 2017

= 2017 = 2016 = 2015


Case Study: Scrub Daddy Marketplace Partnership

OUR APPROACHOur overarching goals with Scrub Daddy have been to maintain their brand

integrity on Amazon through the mitigation of pricing inconsistencies and

extraction of brand-devaluing sellers, while also aiding in the launch of their new

SKUs and continuing to build momentum behind the brand name. We strive to be

a fundamental partner to Scrub Daddy, through our innovations in distribution and

collaboration in marketing campaigns.



continued partnership

PARTNERSHIP MILESTONES

August Amazon brand registry confirmed

January Began Perispect Brand Watch Software subscription

2015

September etailz began directly distributing & bundling products

April Began running CPC campaigns & deals on Amazon

Introduced custom 5-pack of Big Daddy on Amazon

December Launched 4 new products

May Launched marketing campaigns on eBay

2016

August Launched two, new products: Daddy Caddy & Sponge Caddy

November Featured Scrub Daddy products in five holiday Lightning Deal promotions

January Identified & removed unauthorized sellers using Perispect Brand Software

Introduced three, custom pack sizes of Scrub Mommy on Amazon

July Featured Scrub Daddy in a Prime Day Deal that sold out in 6 minutes

Created nine product demonstration videos utilizing etailz’s video services

2017

October Became exclusive seller

January Partnership began

2014

March Launched in Amazon DE & UK

Once we saw that they were the best in class, it was an easy

decision to make them our exclusive partner.

— Will Augenbraun Senior Vice President, Scrub Daddy



WE GUIDE LEADING BRANDS TO MARKETPLACE SALES GROWTHTHROUGH OUR PROVEN, THREE-STEP METHOD

STEP 1 — PROTECTMaintaining brand integrity & gaining valuable insight

At the time our partnership began, Scrub Daddy, had a growing reputation from their coverage on

Shark Tank. We focused on maintaining their growth and reputation through ensuring their brand was

represented accurately and consistently across marketplaces.

Perispect

Scrub Daddy regularly uses our proprietary brand

watch software, Perispect, to monitor pricing,

download customized reporting, and track sellers.

To learn more about Perispect, visit perispect.com.

16sellers successfully identified

JAN 2015began Perispect subscription

Through our holistic, collaborative, data-driven approach, we’ve helped thousands of brands reach

their full potential on online marketplaces.

100

60

20

0

120

80

Uni

t Sal

es

= variation created = 2 pack = 1 pack

40

Sep 1

9-25

Sep 2

6-Oct

2

Oct 1

0-16

Oct 3

-9

Oct 1

7-23

Oct 2

4-30

Oct 3

1-Nov

6Nov

7-1

3Nov

14-

20Nov

21-

27Nov

28-

Dec 4

variation

created week

of Oct 10-16

2016



STEP 2— POSITIONProduct discoverability & brand building

Positioning Scrub Daddy on the first page of search results has always been a primary focus. Through our

best-in-class strategies, we consistently maintain a sub-500 rank on Amazon and exceptional visibility

on all marketplaces.

Amazon Listing Optimization

Implementing Enhanced Brand Content (EBC) to the 4-pack, multicolor bundle listing led to a 36.5%

increase in the number of sessions over a three month period. EBC allows us to include more details

about the Scrub Daddy product and brand that wouldn’t otherwise fit in standard Amazon listing content.

In the case of another Scrub Daddy product, the Scrub Mommy, we combined multiple pack sizes into a

variation listing, which helped expedite the discoverability and buyability of the listing.

477%increase in units sold from date of variation creation



10Scrub Daddy

features on etailz social media

channels

2.4MMtotal impressions

316total conversions

etailz continually runs

Sponsored Product Campaigns

which gives Scrub Daddy

products instant and

consistent placement on the

first page of search results.

etailz has also managed

Sponsored Brand Ads for the

brand to provide consistent

brand exposure on the most

competitive landscape on the

Amazon search results page.

During the 2016

holiday season, etailz ran

Product Display Ads, which

behaviorally target customers

who are shopping within a

specific category.

STEP 3 — PROMOTEDriving traffic & increasing conversions

We’re passionate about sharing Scrub Daddy’s vision in a way that incites interest and drives action.

We consistently create and manage wide-reaching promotions for Scrub Daddy both on and off of

online marketplaces.

Amazon Cost-Per-Click Campaigns

Additional Marketing Services

etailz regularly features Scrub Daddy on our social

media channels.

1.1MMaverage impressions per month

205average conversions per month

612average conversions per month

12Xreturn on investment

48,000average impressions per month

Amazon Deals

etailz has run 19 total Amazon deals for Scrub Daddy products since

the partnership began, 7 deals in 2015 and 12 deals in 2016. Amazon’s

Today’s Deals page is the second most visited page on Amazon.

7,198average rank decrease during/after deals*

6,801total units sold from deals

*Amazon’s Best Sellers Rank is a calculation based off of many factors. While the actual component and weights are kept a secret, it is assumed to vary based off of total sales, velocity, and relevancy. It is updated hourly and the closer to #1 the rank is, the better.

CASE STUDY SCRUB DADDY MARKETPLACE PARTNERSHIP · on all marketplaces. Amazon Listing Optimization...

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