FEBU Case Study | Pilothouse Digital

Scaling Sustainability: How FEBU Found the Perfect Partner to Drive Growth

For Earth by Us (FEBU) creates affordable, eco-friendly, and human-safe household products, focusing on sustainable alternatives to single-use and plastic items to help consumers reduce their environmental impact easily and cost-effectively. FEBU has a small internal team, and was in need of a strategic partnership to offload day-to-day management to a trustworthy account team, enabling focus on strategic growth.

Summary of Results

118.30%

Increase in July sales YoY resulting in their highest revenue in a single day ever

62.19%

CVR of hero product

93.17%

YoY sales for Q3 and Q4

-24.27%

Q4 TACOS YoY

Company Goals

When FEBU partnered with Pilothouse, their goals were ambitious:

Reach $3 million in T12M (trailing) revenue.

Maintain TACOS < 18%

Successfully launch 5 new product innovations.

Improve CVR by >1% point for Swedish Dishcloths based on content, not price.

Challenges:

CVR growth was stagnant.

Listing content needed significant improvements.

PPC ad structuring lacked visibility and scalability.

Before Pilothouse:

Listings had decent SEO but needed improvements in creative and copy formatting.

PPC had hazy sales attribution, capping scalability.

After Pilothouse:

Listings fully optimized for SEO with great imagery and content.

PPC suite optimized for scale with clear sales attribution and improved efficiency.

The Strategy

Keyword Research and SEO Enhancement:

Conducted thorough keyword research.

Updated listing imagery and copy for better SEO and formatting.

Conversion Rate Optimization:

Creative enhancements boosted CVR, making product detail pages more compelling.

PPC optimization ensured relevant traffic was directed to listings.

PPC Campaign Overhaul:

Built 311 new campaigns in the first 3 months, totaling 889 to date.

Phased out old campaigns while scaling new ones to ensure minimal sales disruption.

Shifted PPC spend to high-visibility, high-performing keywords.

Prime Day Preparation:

Overhauled listings and PPC in the months leading up to Prime Day.

A/B tested titles and hero images to identify optimal versions.

Utilized Prime Day deals/promotions across the entire catalog, leading to record sales.

Box of FEBU laundry detergent sheets resting in a white woven basket with beige and gray towels.

Packet of FEBU Miracle Machine Cleaner for dishwashers and washing machines with a green scoop.

Box of FEBU organic bamboo strip bandages, 75 count, featuring assorted sizes and hypoallergenic, breathable, biodegradable qualities.

The Results

Prime Day:

Highest revenue in a single day ever (at the time)

118.30% increase in July sales YoY

-15.35% TACOS YoY

Q4 Results:

+97.18% Q4 sales YoY

-24.27% Q4 TACOS YoY

November and December both saw over 100% increase in sales YoY.

New highest revenue day on Cyber Monday, just above Prime Day.

Key Metrics:

CVR of hero product increased by +17.48% within 2 months, +29.41% by 5 months, and up to 62.19% during peak months.

Highest sales day achieved on Prime Day.

Sales increased 93.17% YoY for Q3 and Q4.

Reached client goal of reaching $3 million in T12M (trailing) revenue 9 months into the partnership.

Check Out our Creative Work for FEBU’s Eco-Friendly Innovations

Sage green reusable coffee cup with box, labeled 100% earth friendly, zero waste and sustainable, made from plant-based materials.

Bottle of FEBU All-Purpose Cleaner with fresh lemon and green herbs, labeled as plant-based with essential oils fragrance.

Box of FEBU organic bamboo finger and knuckle bandages on a white surface with cotton and towel in the background, text above reads Protects against infection & germs.

Box of FEBU laundry detergent sheets labeled 'For Earth by Us' in a white fabric basket with gray and tan towels.

Hand holding three FEBU bamboo bandages with a background of various bandages and text stating 65% of bandages contain the 'Forever Chemical' and promoting PFAS-free wound care solution.

Box of FEBU organic bamboo strip bandages with 100% plastic-free recyclable packaging, highlighting zero waste, compostable, and sustainable features.

Green reusable travel cup filled with iced coffee surrounded by coffee beans and eucalyptus branches on a white hexagonal tile surface.

" Pilothouse transformed our Amazon strategy, driving significant growth and efficiency improvements. Their detailed approach to PPC and listing optimization made all the difference. Pilothouse remains as attentive as they were from day one. Their consistent weekly check-ins and comprehensive reports keep me informed and confident in their ongoing support. "

Max Leonesio

Founder of FEBU

Conclusion

Pilothouse's tailored strategy helped FEBU achieve remarkable growth, surpassing revenue goals and improving cost efficiency. This partnership highlights the power of strategic PPC management and optimized listings in driving eCommerce success.