Case Study Overview
How a Strategic Ad Blitz Drove a 350% Sales Increase on Prime Day
For decades, Excel Dryer has been an innovator in the commercial restroom space. As a family-run American business, they revolutionized the industry with the original, patented XLERATOR® Hand Dryer, a product renowned for its performance, reliability, and significant cost savings over paper towels. This case study details how we leveraged this powerful brand reputation to execute a targeted, high-stakes campaign and achieve category dominance during Amazon’s biggest sales event of the year.
- Amazon, eCommerce, Manufacturing
- ABM/Marketing Strategy, Digital Advertising
The Challenge
Winning in a 36-Hour Sales Frenzy
Amazon Prime Day is one of the most significant sales events in the world, generating more revenue in just 36 hours than Black Friday and Cyber Monday combined. For Excel Dryer, the challenge was to cut through the immense noise of this global shopping holiday and position their products as the definitive hand dryer of choice for both business and consumer purchasers. They needed a strategy not just to participate, but to dominate their category and capture a massive influx of sales in a highly compressed timeframe.
The Big Idea
Engineer a 36-Hour Category Takeover
Our guiding philosophy was that to win Prime Day, you can’t just participate—you have to dominate. We architected a comprehensive advertising blitz designed to make Excel Dryer the most visible, credible, and unavoidable option for anyone in the market for a hand dryer. By strategically flooding the zone across the most valuable ad placements, we made Excel Dryer the default choice, channeling the massive surge of Prime Day traffic directly to their products.
The Results
Record Sales and Top Seller Recognition
Our meticulously planned and aggressively executed strategy delivered phenomenal results, establishing Excel Dryer as a major player during the event.
Increase in Business
Excel Dryer was officially ranked as a top Prime Day Seller Fulfilled Merchant in the highly competitive Amazon Business Marketplace.
High Traffic
This explosive growth was managed flawlessly, with the client maintaining a perfect 100% customer performance rate for order fulfillment and service.
Order Fulfillment
Their Google Business Profile has become a powerful lead source, with over 144,000 impressions in a single year. Crucially, 64% of those impressions came from non-branded “discovery” searches, proving they are consistently capturing new customers.
Amazon Advertising & e-Commerce Strategy for a High-Velocity Sales Event
This was just one example of how Site-Seeker helps clients meet (and exceed) their local listings and business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
36-Hour Category Takeover on Amazon
Site-Seeker developed a comprehensive Amazon advertising strategy designed for maximum visibility and impact, ensuring that anyone searching for a hand dryer during the Prime Day event would see Excel Dryer first.
Visibility Isn't Enough; Dominance Is Required
On Prime Day, consumer attention is fragmented. Our core insight was that a passive advertising presence would be drowned out. The strategy was to engineer a “category takeover” by aggressively securing the most valuable ad placements to create an overwhelming and inescapable presence.
Capture Both Search and Brand Shoppers
We knew buyers arrive through different paths. The strategy was two-pronged: use Sponsored Product ads to capture high-intent users actively searching for specific keywords, and use Sponsored Brand ads to create an immersive brand experience for those exploring solutions at the top of the results page.
Own the Most Valuable Keywords
In a short sales window, there’s no room for error. Our strategy was to identify the absolute highest-converting keywords and implement an aggressive bidding strategy to achieve a near-perfect “win rate,” ensuring Excel Dryer’s ads appeared in top positions for almost every relevant search.
Execution
A Multi-Layered Campaign
Site-Seeker covered all of the stages of the Amazon buying journey.
Full-Funnel Ad Placements
We created distinct campaigns for each of Excel Dryer’s brands (XLERATOR, XLERATOReco, ThinAir) across both Sponsored Product and Sponsored Brand ad types, ensuring complete coverage.
Immersive Brand Experience
The Sponsored Brand ads linked directly to a custom-designed Amazon Storefront. This dedicated brand page acted as a powerful sales tool, showcasing top products with rich content, including videos, high-resolution images, and detailed product features to educate and convert shoppers.
Aggressive Keyword & Bidding Strategy
We executed a carefully managed and well-funded campaign that targeted top-performing keywords. Our aggressive bidding strategy was designed to ensure Excel Dryer’s ads consistently won top placement throughout the entire 36-hour promotional period.
The success of the Excel Dryer Prime Day campaign is a powerful testament to what can be achieved with a strategic, aggressive, and well-executed advertising plan. It proves that success in a hyper-competitive, short-term sales event is not a matter of chance, but a result of meticulous preparation and the will to dominate a category. This case study demonstrates that even a traditionally B2B-focused product can achieve massive e-commerce success by investing in the right strategy to capture consumer attention during critical buying moments.
Related Case Studies
- Manufacturing, Material Handling
- ABM/Marketing Strategy, Content Creation & Strategy, Digital Advertising, Digital Marketing, Email Marketing Campaigns & Automation, Lead Generation Marketing, Site-Insights
- Manufacturing
- ABM/Marketing Strategy, Digital Marketing, Email Marketing Campaigns & Automation, Lead Generation Marketing
- B2B, Manufacturing, Material Handling
- Digital Advertising