Accel Club is a profitable e-commerce powerhouse that has raised over $170M to acquire and grow successful Amazon businesses. With more than 100 employees across four countries, they manage a diverse portfolio of brands spanning art, home goods, pets, and sports. As their number one market, the US is critical to their continued growth.
Role:
Product, Social, & Content
Industry:
E-commerce
Duration:
Ongoing (3.5 years)
Challenges
Despite their global scale and expertise in e-commerce, Accel Club lacked in-house copywriting and content marketing expertise for their number one market. They needed a partner who could:
Localize & Unify Brand Voice: Create comprehensive marketing guidelines and a consistent tone of voice for their 13 distinct brands to better resonate with the US market.
Navigate Market Nuances: Bridge the gap in cultural and market-specific knowledge, from seasonal holiday messaging to product-specific customer behaviors.
Optimize Content & Production: Leverage new AI tools and a growing team of designers and producers to create high-impact, persuasive content at scale.
Approach
We partnered with Accel Club's Creative & Brand department to build and manage their American-style content marketing and product consulting from the ground up. Our approach was to serve as a strategic partner, infusing market expertise and a consistent voice into every aspect of their brands.
Strategic Guidelines: We led the development of comprehensive marketing guidelines, unifying the tone of voice across all channels, from social media and packaging to Amazon listings and customer support.
Advanced Content Optimization: We utilized cutting-edge AI tools to conduct A/B tests for SEO on platforms like Amazon and Walmart, identifying high-impact keywords and refining content to drive sales.
End-to-End Content Production: We managed the entire video and photography production process for UGC creators and expertly crafted copy and persuasive content for new product listings.
Results
Our strategic and collaborative approach has delivered a clear return on investment, driving both efficiency and revenue for Accel Club's portfolio of brands.
Content & Community: We directed the content strategy for their top-selling art brand, Artistro, with its over 100K followers.
Revenue Growth: We piloted a new title-writing strategy that drove a CTR increase across all flagship brands, delivering a CM3 increase of $0.5M in one year alone.
Production Efficiency: We reduced the cost per influencer video by 15% through optimized processes and streamlined content production time by 50% by implementing and testing new AI content tools.
Database Management: We conducted a meticulous audit of the company's top ASIN database, encompassing over 300 products, to drive strategic growth.
Future Plans
Our partnership continues to expand. We are focusing on doubling the momentum of our title-writing strategy, with a goal of achieving a CM3 increase of $1M in the next six months.
Conclusion
Our partnership with Accel Club demonstrates our ability to infuse specialized market expertise into a global operation. By acting as the voice and strategy lead for their US market, we became a key driver of their brand growth and profitability, proving that localized expertise is essential for global-scale success.
