Winning with the Algorithm 🏆
Seasonal events—think Prime Day, Easter, Back-to-School, Black Friday and Cyber Monday - are pivotal sales drivers for brands, bringing both massive spikes in shopper intent and massive competition.
Traditionally, seasonal promotion has relied on last-minute discounts and ads. But today, event success isn’t decided by day-of deals—it’s decided by the algorithm.
Sites like Amazon use performance before a peak period to judge if your product gets spotlighted or sidelined.
That’s why we’ve developed the Seasonal Event Campaign, a strategic approach that helps your brand win before an event even begins.
Why Algorithm First Matters
Before retailers embraced AI and algorithmic search rankings, the best time to market for an event was during the event period. E-commerce marketers would run Easter spend the week before Easter and run Back to School spend during the back to school season.
But in the AI age, marketing is changing. The best time to run marketing is before peak event traffic. For example, the best time to run a campaign for a seasonal candy product is in August, months before the Halloween season in October. Improve product placement in August, when bids are low and competition is low so that when a 100x traffic spike comes around, the product is well-positioned.
The algorithm has transformed marketing efforts for seasonal campaigns.
When shoppers browse e-commerce platforms like Amazon and Walmart.com, the algorithm is the single biggest factor in determining what products they see. It should likewise be a top priority in your sales efforts.
The algorithm favors products with strong recent performance, including fresh reviews, positive engagement, and high conversion rate. Our Seasonal Event Campaigns are designed to target these factors, positioning your listing for success well ahead of high-demand periods. We do this by focusing on three core actions:
1️⃣ Identify seasonal products:
Pinpoint ASINs/SKUs that need a visibility lift due to outdated reviews, low star rating, or slipping rank.
2️⃣ Drive SEO:
Secure top search rank for event-specific keywords ahead of major buying windows.
3️⃣ Amplify conversions:
When event traffic hits, your product will be visible, credible and positioned to sell.
Too often, brands lean on increasing paid media spend in the days leading up to a peak period. By waiting until the space is at its most competitive, when every other brand is also ramping up ad budgets, it becomes exponentially harder to secure Page 1 placement.
Our Seasonal Event Campaigns help your listing win and hold top organic rank before your chosen event, driving visibility and paid ad performance.
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🔎 Case study:
CPG brand optimizes for Easter with 25 organic Page 1 wins
A longstanding CPG brand aimed to maximize sales for Easter season, a key period for one of its top performing products. Rather than relying solely on discounts or reactive tactics, the team leveraged one of the most effective strategies for seasonal events in the AI age—targeting the algorithm. Our Seasonal Event Campaign supercharged product visibility well ahead of the holiday rush.
🙌 The ProductWind Solution:
Prioritize Organic Reach
Achieve Top Rank
Fuel Peak Period Sales
🏆 The Results:
Rethinking the Seasonal Campaign Playbook
Brands that save marketing pushes until a promotional period starts have already missed a crucial window. Our Seasonal Event Campaigns put the focus on retail AI before peak purchasing, ensuring your product shows up when and where it matters most— at the top, when shoppers are ready to buy.
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🚀 To run a Seasonal Event Campaign, reach out to your Client Success Manager. They’ll help you identify top opportunities and activate momentum ahead of your next big retail moment.
