"Wiley Wallaby simply did not have the staff or expertise to navigate Amazon. Neato became an extension of our sales and marketing team, developing tactics, strategies, and plans together and executing them profitably and efficiently. We have climbed to #1 in market share for licorice on Amazon. We would not be in this position today without Neato and plan to maintain this model for the foreseeable future."
– Wiley Wallaby Team
Strategy Snapshot
Growth came from tightening focus on high-velocity licorice bag SKUs. We restructured campaigns around purchase-intent terms, optimized PDP conversion drivers (imagery, A+ sequencing, pack clarity), and shifted spend toward margin-rich top sellers. Instead of broad expansion, we doubled down on what converts — compounding rank and CVR simultaneously.
The Challenge
Wiley Wallaby had strong brand recognition in gourmet licorice, but growth was concentrated in core bag SKUs.
Sampler packs were present — but under-leveraged.
Blended campaigns diluted performance signals
Variety SKUs treated as add-ons, not acquisition drivers
High traffic, average conversion
Limited gifting and discovery positioning
The product wasn’t failing. It just wasn’t positioned to scale.
The Opportunity
Sampler packs sit at the intersection of:
Gifting intent
First-time buyer experimentation
Higher AOV
Premium perception
Search data showed strong discovery behavior around variety, gifts, and multi-flavor formats.
The algorithm rewards velocity.
Sampler packs reward margin.
That combination is rare.
The Strategy
1. Reposition Samplers as Entry Points
We reframed sampler packs as the front door to the brand, not a side SKU.
Campaigns were rebuilt around:
“Variety candy”
“Licorice gift”
Discovery and sharing keywords
This isolated high-intent traffic.
2. Conversion Architecture Rebuild
We strengthened PDP sequencing:
Flavor differentiation clarity
Pack value reinforcement
Gifting visuals
Trust-first imagery
The result: +6+ pt CVR lift on sampler formats.
3. Margin-Weighted Budget Allocation
Instead of spreading spend evenly across SKUs, we shifted aggressive budget toward high-margin sampler units.
We allowed velocity to compound where profit could scale.
The Results
YoY Revenue Growth - A secondary SKU became a growth lever.
+6 pt CVR Lift
Higher AOV Contribution
Stronger Organic Rank Capture in Variety Terms
Why It Worked
Because we stopped treating the catalog equally.
We identified:
The SKU with margin leverage
The SKU with gifting intent
The SKU capable of discovery flywheel growth
Then we built scale around it.
The Takeaway
Growth isn’t about adding SKUs.
It’s about identifying which SKU can carry the brand — and engineering everything around it.
“Neato collaborated on our video and DTC campaigns end-to-end. The result? A seamless, high-converting launch that doubled our hero SKU engagement.”
“All DTC video awareness assets were fully coordinated by Neato. Neato’s video & DTC execution doubled engagement and converted it into measurable sales.”
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