Amazon’s “Poop like a Champion” brand — Christine Ng // Rainforest

Are you buying a brand on Amazon or trying to rebrand one? Do you know the complexities and what to expect? Today's guest takes the curtains off what it takes to rebrand a product on Amazon and why the poop like a champion brand is a daring example. Want to glean real insights from a hands-on brand marketer? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about the rebranding process of the poop like a champion brand on Amazon.
About the speaker

Christine Ng

Rainforest

 - Rainforest

Christine Ng is VP of Brands at Rainforest

Show Notes

  • 01:36
    All you need to know about the “Poop like a Champion" campaign
    The poop like a champion brand is an aggregated product turned into a brand. It is a brand with various products that help people clean up their gut and poop freely.
  • 08:34
    The truth behind the campaign
    People feel like champions after a good dump, so poop like a champion brand proposes to empower that process.
  • 9:15
    Personas powering the rebrand
    A fun older woman, a skater boy, an entrepreneurial woman, and a little girl who wants to be a princess.
  • 11:02
    Finding the creative genius
    After many brainstorming sessions and research, the poop like a champion brand went with silhouettes of champions creative.
  • 12:13
    Expected lifts from the rebrand
    When it comes to rebranding, you have to decide what your goals are and when you hit saturation point.
  • 16:36
    What to expect from branding on Amazon
    You'll get those eyeballs because youll start spending a lot on the platform. The whole of amazon is ranking, and you have to ensure you have the right reviews. You need to think about logistics and turnovers because Amazon doesn't like it when you pull inventory.
  • 20:20
    Things to consider when buying or rebranding an Amazon brand
    You need to think about logistics and turnovers because Amazon doesn't like it when you pull inventory. You also have to think about what you're willing to do, how you will inspire the old brand, or how to transition that.

Quotes

  • "Aggregators are very mysterious. Most of us don't publish our brands because some are not that cool. So aggregators generally buy brands. And I say brands very loosely in this context because they're usually solo products." - Christine Ng

  • "Personas? We had an older woman, a primary demographic, but she's cookie and fun. We've got a skater boy who's like, I don't remember the morning after. I don't know what's happening. And then we have a very ambitious entrepreneurial woman. She wakes up, and she reads kind of like FT, Wall Street Journal. And then we have a little girl who's like, I want to grow up being a princess or a mom, and she's also eating cereal." - Christine Ng

  • "What have these iconic brands taught us? Like it's just having fun, it takes you away, and its fantasy. So that's what I also wanted to build. When you're meditating, you're taking yourself away and letting yourself go somewhere else." - Christine Ng

  • “When it comes to rebranding, you have to decide what your goals are and when you hit saturation point.” - Christine Ng

  • "For every cereal flavor, we expect every value to go out by three x. We are selling a $10 box of cereal that's not cheap. We looked at our competitors and decided we needed more flavors, and we only had high-fiber and cinnamon." - Christine Ng

  • "We realized that we added to our audience set every time we introduced a flavor." - Christine Ng

  • "You need a target average dollar value to break out on Amazon. I mean, all marketers know this. You've got a target CPA, you know what kind of like longtime LTV cap you have to hit, you need a certain amount of average dollar value." - Christine Ng

  • "Brand marketers need to know that you're going to feel a lot of pain, and I'll tell you why. Because when you do all those little pictures and photos on Amazon, you feel like you're doing a PowerPoint presentation with bullet points. You need to be aware also your pictures need to be very straightforward and tell a story in five slides." - Christine Ng

  • "Brand marketers need to remove the glossiness of the campaigns they're building and go back to figuring out what your product does because you have like two seconds." - Christine Ng

  • "If you are considering buying an Amazon brand, you need to think about logistics and turnovers because Amazon doesn't like it when you pull inventory. It's also those considerations when you rebrand a brand on Amazon, what you're willing to do, how you will inspire the old brand, or how to transition that." - Christine Ng

About the speaker

Christine Ng

Rainforest

 - Rainforest

Christine Ng is VP of Brands at Rainforest

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