An Evergreen Campaign is a continuous marketing strategy designed to maintain and extend the online presence and sales performance of a product over time.
Campaign Overview:
An Evergreen Campaign is a continuous marketing strategy designed to maintain and extend the online presence and sales performance of a product over time. Unlike short-term campaigns that focus on launching new products and/or specific promotional periods, Evergreen Campaigns provide ongoing support to keep products relevant and competitive. This approach is often referred to as product maintenance and utilizes elements from both Product Launch and Existing Product campaigns to sustain product visibility and sales.
How Does it Work?
The primary goal of an Evergreen Campaign is to prevent the decline in conversion rates that can occur after an initial marketing push. This is especially critical for products with star ratings around 4.0, where even a slight decrease can significantly impact sales. By continuously generating fresh reviews, and maintaining visibility, Evergreen Campaigns help ensure that products remain attractive to potential buyers and maintain a strong online presence.
Who Can Benefit:
Any brand with an existing product can utilize a Boost Star Rating Campaign on Amazon, Walmart, Target and Best Buy. Ask about other supported retailers!
Key Capabilities:
- Sustained Sales Performance: By maintaining a consistent flow of marketing efforts, Evergreen Campaigns help prevent the typical post-campaign drop-off in conversion rates. This is crucial for products that rely on a steady stream of reviews and high ratings to convert visitors into buyers.
- Star Rating Stabilization: Products with star ratings close to key thresholds (such as 4.0) benefit from ongoing campaigns that focus on boosting ratings and reviews. This helps stabilize the product's reputation and encourages higher conversion rates.
- Extended Product Lifespan: Regular updates and marketing efforts can prolong a product's lifecycle, keeping it relevant and competitive in the market. This is particularly valuable for products that might otherwise see a decline in sales after an initial peak.
- Consistent Visibility: Regular updates and engagement help maintain the product's visibility on retailer platforms, keeping it top-of-mind for potential buyers.
- Adaptability: Evergreen Campaigns can be adjusted based on changes in product performance, market trends, or consumer feedback, allowing for a flexible and responsive marketing strategy.
Getting Started:
In the Momentum platform, navigate to the Brand > Campaigns > Proposals > + Create Campaign:
Create the Campaign by setting up the Campaign Name > Selecting or adding the Product:
Select the Campaign Goal > Evergreen > Add estimated Unit Sales > Generate recommended Creators:
Review the auto-generated proposal and make any necessary adjustments to your campaign. Once ready, hit the Next button at the bottom of the page.
Select the campaign launch date and review the creator schedule. Option to add search terms to be tracked and competing products for benchmarking during the campaign period. Review the campaign timeline. Once ready, hit the Next button at the bottom of the page.
Select how to pay for the campaign: Use existing credits, there is an existing invoice or generate a new invoice. Complete steps to setup payment/invoicing and hit the Schedule Campaign button:
FAQs:
What are the KPIs I can measure for an Evergreen Campaign?
The key performance metrics include traffic, product rank/Page 1 SEO wins, sales, reviews/ratings and speed to launch.
When should I consider using an Evergreen Campaign?
Evergreen Campaigns are ideal for products that need sustained marketing efforts to maintain visibility and sales, especially after the initial launch period. They are particularly useful when a product’s star rating drops or when there is a noticeable decline in conversion rates.
What is the typical duration of an Evergreen Campaign?
An Evergreen Campaign is designed to be continuous and adaptable, typically spanning 6 months. During this period, the campaign is structured into six individual monthly campaigns, each lasting 30 days. This approach ensures that there is a fresh, focused effort each month to maintain and boost product visibility, sales, and star ratings consistently. By launching a new campaign every month, the product remains relevant and competitive throughout the entire duration of the Evergreen Campaign.