ynm
weighted blankets: the category-leading amazon seller, rebuilt as a standalone brand.
ynm was the leading seller of weighted blankets on the world's largest marketplace - with no business outside the platform. the job: completely reinvent the digital store into a luxury experience that justified a higher price point, and launch digital marketing to reach new audiences.
from timipre's own case study - the ecom build he led · results as stated in his record
$500K/mo
monthly revenue achieved independently of amazon sales
3.72
roas on cold-audience (top of funnel) paid social
4.80
roas on retargeting campaigns
#1
position secured in google searches for ynm-related queries
the challenges
- a website with the bare minimum of content and design, managed by multiple teams over the years - no branding consistency across the store or the amazon listings.
- a product catalogue so large it was difficult to find specific products - dozens of variations, around 10 colours each.
- fraudulent sellers operating under the same brand name, often with better-designed websites - customers emailed ynmhome about low-quality products.
- around 7 different websites faced anyone searching ynm on google - only one official.
- the result: sales barely hitting double figures each month.
ynm - the rebuilt store, live
the approach
- removed the counterfeit sellers first - then collected every image ynm had shot over the years as the foundation for the redesign.
- cut the catalogue back to only the best-selling products, in only the 3 best-selling colours.
- rebuilt the store as a luxury experience to justify the higher price point.
- cemented the top search spot: branded keyword campaigns plus a full seo campaign - 3 blog posts published every week.
- full-funnel paid social from scratch - top-of-funnel cold audiences, retargeting for warm leads, bottom-of-funnel repeat-purchase and upsell flows raising lifetime value.
- anchored the campaign on a named durham university sleep study: 76% reporting improved sleep.
- influencer partnerships in sleep and wellness, plus targeted advertising in online sleep communities.
- negotiated a walmart retail placement - a new customer acquisition channel beyond e-commerce.
3/wk
blog posts published in the seo campaign
76%
improved sleep in the durham university study behind the campaign claim
3
best-selling colours kept per product after the catalogue cut
walmart
retail placement negotiated - brand visibility beyond e-commerce
the store redesign was a complete success: $500,000 a month in revenue, achieved independently of amazon sales.
the result · from timipre's case study