Our EMEA team combined solid data and human intuition to help Scanmarker’s line of scanner pens win in a big way on Amazon.
growth YoY, outpacing UKscanner category
in product page views inQ1 & Q2
higher RoAS than previous video assets was yielded by the Pop of Color video
Scanmarker is an Israeli-based manufacturer of combination digital highlighters and scanners. The company was founded in 1999 by Dr. Reuven Regev, who first envisioned the Scanmarker product while earning his Ph.D. at Stanford University. He wanted to break through the tedium of traditional studying and note-taking by condensing the whole process into a single writing and recording tool.
Scanmarker entered the Amazon marketplace in 2016. Though they had a presence, both on Amazon and their own website, ScanMarker had trouble finding their audience due to the niche nature of their product.
When most people think about scanners they think about devices that sit on the desktop and are the size of a printer. They don’t think about scanners that are literally the size of a highlighter pen.
Yet, when you think about a highlighter pen, you don’t think about a highlighter that can scan.
Because people don’t search for what they don’t know, Scanmarker slipped through the cracks at Amazon. People who were in-market searching for scanners weren’t looking for highlighter-sized scanners and people who were in-market searching for highlighters were not searching for scanners.
Low brand awareness
Low consumer demand
Inaccurate and insufficient category representation
Low visibility due to inconsistent market placement
Scanmarker engaged with Channel Bakers EMEA in June of 2020. After performing an introductory audit and aligning with ScanMarker’s KPIs, Channel Bakers EMEA developed an aggressive strategy that prioritized top-of-funnel tactics in Search, DSP, and Sponsored Brands. The goal was to craft an identity on Amazon for Scanmarker that more accurately encompassed its products’ capabilities.
For example, their digital highlighter could translate up to 40 languages effectively and had text-to-speech capability. So Channel Bakers EMEA promoted Scanmarker in product categories with language translators, aids for dyslexia, and other reading and learning disabilities.
Channel Bakers EMEA also recommended a video to show use cases and demonstrate the ease of use. Channel Bakers EMEA developed an engaging DSP video campaign to educate consumers about the product, and demonstrate practical use cases. The Channel Bakers’ video production services created video assets for DSP and Sponsored Brands. The “Pop of Color” video was particularly helpful in growing audience reach.
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