Case Study
How Jungle Pundits Launched A Product #1 New Release to #1 Best Seller. Orders grew 3x
[Brand name], a private label brand in [category], had a solid product and early traction but couldn't scale past a TACoS ceiling that was eating margin. Their campaigns were broad, their keyword structure was flat, and their listing wasn't converting the traffic they were buying. They came to us when ad spend was climbing but revenue wasn't following.”
The Challenges
Few brands are more committed to high-fidelity audio and music enjoyment than Sony Electronics, famous for creating products that have innovated and inspired music listeners for three generations and counting.
To celebrate the connection between music creators and their listeners, Sony introduced its ‘For The Music’ campaign. This new brand platform, hosted on Sony’s website, spotlights artists’ stories alongside the Sony audio products that bring their work to life.
The strategic initiative launched with the introduction of Sony’s WF-1000XM5 noise-canceling earbuds, which captivated audiophiles to discover music the way it was meant to be heard.
Sony sought a seamless way to launch both the platform and earbuds with two goals in mind: build awareness around ‘For the Music’ while simultaneously driving interest and Amazon sales for its new headphones among Gen Z and Millennial targets.
Sony partnered with Tinuiti, a leader in Amazon commerce, to design a surround-sound campaign over two months that drove awareness, engagement, and conversions.
Our Main Objectives
Simplify Amazon & Eliminate Confusion
Our goal was to take the overwhelm out of selling on Amazon. We guided the client through every step account setup, policies, and platform mechanics so they could focus on building their business instead of getting lost in conflicting advice and complicated processes.
Launch the Right Product Successfully
We focused on helping the client choose, validate, and launch a product strategically. This addressed their fear of picking the wrong product and ensured they started with a strong foundation to generate early traction.
Protect Budget & Drive Profitable Sales
We worked to minimize risk and maximize efficiency. From controlling ad spend to optimizing listings and managing hidden co
How We Did It
Phase 1: Search Term Architecture We audited 90 days of search term data and rebuilt the campaign structure from the ground up — separating discovery, ranking, and defense campaigns. High-converting ASINs got their own single-keyword ad groups. Bleeders got cut or moved to low-bid auto.
Phase 2: Listing Conversion Audit We identified the gap between what the ads were promising and what the listing was delivering. Rewrote the title and bullets around the top-converting search terms. Flagged the hero image for a creative refresh and built out A+ content to anchor the brand story.
Phase 3: TACoS Reduction Protocol Shifted budget weight toward exact-match proven converters. Introduced dayparting to concentrate spend in peak conversion windows. Set TACoS targets by ASIN tier and held bids to those guardrails for 30 days before scaling.
Phase 4: Controlled Scale Once TACoS stabilized, we scaled budget incrementally — 20% increases with a 7-day hold between each step. Sponsored Brands and video were layered in at the top of funnel only after the core SP infrastructure was profitable.
The results
TACoS dropped from 28% to 11% within 60 days
ACoS on exact-match campaigns reduced to under 15%
Organic rank on primary keyword moved from page 3 to page 1 within 45 days
Revenue increased 3.2x over 18 months without proportional ad spend increase
Brand now holds a top-3 BSR position in its subcategoryLessons learned
Key takeaways
Scaling on Amazon isn't a spend problem — it's a structure problem. When the campaign architecture is right, the listing converts, and the keyword sequencing is dialed in, budget scales cleanly. That's the work. Everything else is noise.
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