Protinex

Protinex SKU Breakout

Demerger doubles ad share and visibility.

Protinex sees a 2x growth in ad share of voice of the brand in just 6 months, doubling the impact.

---

2.14x Improvement in SoV; 20% Lower Spend

---

Problem Statement

Protinex’s Adult Nutrition Range had SKUs consolidated into one Parent ASIN, limiting ad slot coverage and reducing share of voice while competitors captured branded keywords.

---

Our Approach

Our approach focused on demerging consolidated SKUs into independent variants to enhance advertising flexibility and secure more ad slots.

We restructured the product mix by isolating high-ASP variants, thereby preventing competitor encroachment on branded keywords. This allowed us to target a broader range of search queries and optimize our advertising product mix, resulting in increased visibility and improved ad performance.

Strategic adjustments to product listings led to a significant boost in first-page share of voice with lower overall spend.

---

Impact

By demerging SKUs, Protinex achieved a 2.14x improvement in first-page SoV with 20% lower spend, dramatically enhancing ad performance and market visibility.

---