Case Study: Animal
The Data Driven Strategy That Grew an 8-Figure Brand's Amazon Sales by 719%
BEFORE MINDFUL GOODS
Animal, a flagship sports nutrition supplement brand established in the 1980s, was one of the first sports nutrition brands to achieve success on Amazon. Despite their long-standing presence and strong niche in sports nutrition, the brand had reached a plateau in their Amazon performance.
The company faced several key challenges:
Their creative assets had become dated compared to the competition
They were experiencing an identity crisis, trying to balance their core bodybuilding audience while expanding to broader health and wellness consumers
Their in-house creative team was very lean, having just recently hired a creative director
They needed to refresh their content strategy to compete with market leaders
As Director of Amazon Sales Declan Dalton explained, "When we're analyzing ourselves versus the competition, some of our assets were a bit dated, and looking into the market to see what's out there... we saw a lot of fingers pointing towards your organization."
THE PROCESS
Animal's experience with Mindful Goods followed our proven creative optimization process.
Our Proven Creative Optimization Process:
1. Pull ALL the Data First Before designing a single image, our team conducted deep analytics across multiple data sources:
1. Pull ALL the Data First
Before designing a single image, our team dove deep into Animal's analytics.
Keyword reports and Search Query Performance analysis
Customer insights and psychographic research from VOC.ai
Competitor analysis through DataDive comprehensive market research
2. Synthesize into a Strategic Brief
We identified Animal's top selling points and key pain points, mapping out exactly what each image should communicate based on emotive language from their target audience research.
We also identified keyword gaps in their brand analytics that could be leveraged in their content.
3. Design & Test with Purpose
Every creative element was designed with a data-backed reason, using mobile-first intention since over 60% of Amazon shopping occurs on mobile devices.
We incorporated split testing methodologies for data-driven feedback loops. This was particularly crucial on the main image testing done with PickFu for improving CTR.
4. Validate with Amazon Data
We used real Amazon traffic data to validate performance and make data-driven optimizations.
Declan noted the thoroughness of the process: "Incredibly detailed. I think your team has the process nailed... it was very simple for me to come in, make my recommendations because you had all the data, you had the reasons why, and your team laid out things pretty clearly."
Source: PickFu
Methodical Implementation:
Manual Upload Strategy: All content was uploaded manually rather than using Amazon's MYE, allowing for swifter tracking across multiple asins.
Phased Rollout: Content was updated across different ASINs on different dates to allow for proper measurement.
Complete Rebranding: The content was outdated which allowed for complete rebranding of all Amazon content, rather than making incremental changes.
Process Excellence:
Data-Driven Foundation: Mindful Goods provided comprehensive analysis including keyword reports, search query performance, competitor insights, and psychographic research before any creative work began
Single Point of Contact Efficiency: The process was streamlined with Declan as the single point owner, making it "incredibly easy" and "low lift" for the client team
Clear Rationale for Every Decision: Every recommendation came with data backing and clear reasoning, eliminating guesswork and building confidence in the strategy
Adaptable to Brand Evolution: When Animal faced identity challenges balancing their core bodybuilding audience with broader wellness expansion, Mindful Goods successfully pivoted and adapted their approach
The process demonstrated expertise that far exceeded Animal's previous internal efforts, with Declan noting: "Whatever we were doing was not extensive enough" when comparing their keyword research to Mindful Goods' comprehensive SEO analysis.
SEARCH INTENT OPTIMIZATION
One of the most impactful aspects of our work with Animal was our comprehensive SEO strategy. We conducted extensive keyword research and competitor analysis to ensure their listings captured every relevant search opportunity.
Our data-driven approach included:
Analyzing top-performing competitors in the category
Cross-referencing search query reports with PPC data
Identifying keyword gaps and opportunities
Optimizing product titles and bullet points based on search intent data
Declan was particularly impressed with this aspect: "The biggest surprise to me was how thoughtful the process around building the actual listing was... When I saw how deep you guys go in terms of building out that list, I was very surprised. Whatever we were doing was not extensive enough."
Category | Grocery & Gourmet Food
Stage | Emerging Brand
RESULTS
Enhanced Main Image
Product Images
A+ Content
Brand Story
Source: DataDive
Source: DataDive
THE RESULTS
Animal achieved remarkable improvements across their catalog within just 6 weeks of implementation:
Quantified Performance Improvements:
Cumulative Sales Growth: 719% increase across the Animal brand portfolio
Cumulative Views Growth: 707% increase in featured offer page views
Average Sales Growth: 54.1% increase per product across the portfolio
Average Views Growth: 47.0% increase in product visibility per product
Success Rate: 85% of products showed positive sales growth
Conversion Rate Optimization: 11.2% overall CVR improvement
Peak Individual Performance: Single products achieved up to 225% sales growth
Business Impact:
Enhanced Brand Perception: Leadership team provided very strong feedback about the quality of their product detail pages
Improved Asset Quality: The team was "very impressed" with the thoughtfulness and data behind the new listing content
Plateau Breakthrough: Animal experienced "a very strong year" and successfully broke through their previous plateau
Source: Smartscout
The results were achieved without any changes to PPC strategy or significant pricing adjustments, indicating the direct impact of the creative and SEO optimizations. This data-driven approach enabled Animal to maintain their core bodybuilding audience while successfully expanding into the broader health and wellness market.
As Declan summarized: "The feedback from our leadership team has been very strong about the quality of our PDP listing and everything you've done from product images, A+ content, to our storefront. We see the images that you guys have put together and we feel good about them."
The partnership enabled Animal to maintain their core bodybuilding audience while successfully expanding into the broader health and wellness market, positioning them for continued growth in the competitive sports nutrition category.
