What’s Working (and Why) for Lacoste on Amazon

In this episode of the Better Advertising with BTR Media podcast, Destaney interviews Cal Kildow, a fellow BTR team member, to discuss Cal's background, her rapid success in Amazon advertising, and the strategies used to achieve significant growth for one of BTR's largest apparel clients, Lacoste. Cal shares her experiences transitioning from a Division I athlete to the world of Amazon advertising, emphasizing the importance of teamwork, a competitive mindset, and continuous learning. The conversation highlights the specific tactics employed for Lacoste, including prioritizing best-selling ASINs, leveraging sponsored brand ads with high-quality video creatives, and focusing on competitor conquesting. They also discuss the significance of category data analysis, strategic budget allocation between branded and non-branded search terms, and the use of product collections and store spotlight ads to enhance cross-selling opportunities and improve overall brand performance.