Dickies Licensed Bags
Working in the ecommerce department of overseas manufacturer Mainland Holdings, I was focused on Amazon content strategy and paid media advertising within a small team. Two of our most popular consumer products were insulated lunchboxes and laptop backpacks, which we successfully licensed under the Dickies ‘workman’ brand. Working with third-party creatives, I came up with creative briefs for listing photography and video, while also personally managing and optimizing high-spend Search, Display and Video campaigns on the Amazon platform.
Insulated Lunch Boxes
A Back to School Hit
The Dickies insulated lunch bags were elevated around paid and organic page ranking opportunities, with a high number of relevant, low-cost PPC keywords available at the time. Using third-party data software including Helium10, we meticulously researched top keywords against key competitors in the space, optimizing product listings down to individual phrases. Campaign keywords and associated bids were adjusted every morning to keep up with market trends, while product photos were refreshed quarterly to prevent creative fatigue. During back to school season, the most popular SKU variant maintained its spot on page one for relevant keywords through the entire month of September, generating significant returns and positive customer reviews.
Laptop Backpacks
Quality Meets Affordability
We employed similar tactics for the Dickies laptop backpacks, observing market opportunity based around a scarcity of comparable products on Amazon at an affordable pricepoint. With approval from the Dickies licensing team to use their full suite of creative assets, I designed Enhanced Brand Content graphics emphasizing the Dickies promise of durability and quality. As with the lunch bags, the most popular color variant maintained a page-one ranking over several weeks with the help of our calculated paid strategy, helping solidify a strong organic ranking and positive reviews.
