Noise Achieves 3X Revenue Growth on Amazon During the Great Indian Festival with Hector

When the stakes are high on Amazon, brands need more than discounts to win. Noise, one of India’s leading smartwatch and hearables brands, partnered with Hector to turn Amazon’s Great Indian Festival (GIF) into a record-breaking success story.

In just a few weeks, Noise achieved 3X revenue growth, 65% higher ROAS, and nearly doubled its Share of Voice (SOV) on Amazon. Beyond the numbers, the campaign expanded Noise’s customer base, with two-thirds of sales coming from new-to-brand shoppers, proving that a data-led and insight-driven approach can deliver both immediate sales impact and long-term growth.

But behind these results was a clear challenge: how do you balance pushing bestsellers, launching new products, and managing spend efficiently during Amazon’s most competitive shopping event of the year?

The brand had to solve three big hurdles on Amazon:

1. Balancing priorities – ensuring bestsellers captured maximum demand while pushing visibility for new launches.

2. Managing spend efficiency – aligning Amazon ad investments with traffic surges across different times of the day and event phases.

3. Controlling cannibalization – maximizing ad-driven sales without eating into organic performance.

The opportunity was massive, but so was the risk. Every budget and placement decision had the potential to make or break outcomes during Amazon’s biggest shopping event.

Objectives Across Phases

Hector structured the Amazon Ads campaign into three distinct phases:

• Pre-Event: Drive early awareness, maximize Share of Voice (SOV), and create anticipation for new launches.

• Event Peak: Capture high-intent festive traffic on Amazon, maximize conversions, and strategically balance budgets between branded, non-branded, and competitor targeting.

• Post-Event: Retarget engaged Amazon audiences to sustain momentum, drive upsells, and reinforce long-term loyalty

Hector’s approach was rooted in full-funnel orchestration on Amazon, combining data-driven targeting, creative storytelling, and real-time optimization to deliver both immediate sales and future-ready brand impact.

The foundation was built on Amazon Marketing Cloud’s Tentpole Phase Report, which provided visibility into consumer behavior across the shopping journey. This helped identify:

• When audiences were most likely to explore in the pre-event discovery phase

• When they shifted to high-intent purchase behavior during the peak event

• And when they re-engaged post-event

Armed with these Amazon-specific insights, Hector developed a phased, insight-led strategy that maximized efficiency at every step.

Pre-Event

• Focused on high SOV in Amazon Search Ads, especially non-branded and competitor keywords.

• Deployed Amazon DSP remarketing to warm up category browsers and past engagers.

• Creatives highlighted product features and specifications, ensuring Noise was top-of-mind before the sale began.

Event Peak

• Phased budgets to align with Amazon traffic surges by day and hour, powered by Hector’s day-parting automation.

• Balanced targeting mix: ~40% branded, ~45% non-branded, and ~15% competitor terms.

• Heroed new launches through Sponsored Brand Videos and Amazon Store takeovers, complemented by high-impact Amazon homepage placements.

• Creatives leaned on cultural festivity themes and discount callouts, fueling urgency and relevance.
  
  

Post-Event

• Reduced spends intelligently while retargeting “add-to-cart but not purchased” audiences via Amazon DSP.

• Focused only on top-performing branded and non-branded keywords.

• Creatives emphasized brand trust and recognizability, reinforcing loyalty after the sale frenzy.

The Hector Advantage: Tech in Action

What differentiated this campaign was Hector’s proprietary platform, which brought together multiple Amazon Ads solutions into a single execution layer.

• Rule-Based Automation: Powered by the Amazon Ads API, enabling real-time budget and bid optimization.

• Day-Parting with Amazon Marketing Stream: Hourly traffic and conversion patterns guided dynamic shifts, ensuring maximum returns during peak hours.

• AMC Tentpole Phase Report: Guided the entire three-phase framework by pinpointing where Amazon shoppers were in their journey. For example, pre-event audiences delivered up to 1.5x higher ROAS than peak-event audiences, shaping smarter budget allocation.

• Rapid Retail Analytics (RRA): Enabled live revenue and inventory visibility at the ASIN level, critical for real-time decision-making during the Amazon sale.

• Agentic Audit Framework: AI-led audit system delivering continuous campaign recommendations, minimizing manual intervention.
  
  

Together, these capabilities allowed Noise to operate with unmatched agility on Amazon, making every ad rupee work harder.

Results & Impact

The three-phase framework delivered remarkable outcomes across Amazon’s Great Indian Festival lifecycle:

Pre-Event

• SOV nearly doubled, moving Noise from rank 2 to rank 1 in the category.

• Amazon DSP campaigns delivered 7x higher click-through rates compared to Search Ads.

• Engagement funnel metrics improved, with add-to-cart rates crossing double digits.
  
  

Event Peak

• Revenue grew nearly 3X compared to the pre-event phase.

• Amazon ad spends increased by ~230%, but ROAS improved by 17%, showing smarter efficiency.

• Conversion rates rose by over 55%, outpacing both previous year’s performance and category benchmarks.

• Top 5 ASINs recorded a 4X spike in revenue, while new launches contributed close to 20% of total event sales.

• Two-thirds of sales were New-to-Brand, expanding Noise’s Amazon customer base significantly.
  
  

Post-Event

• Despite reducing Amazon ad spends by two-thirds, revenue dropped by only ~40%, proving the efficiency of remarketing.

• ROAS surged by 65%, while ad-driven conversions remained strong.

Key Learnings

• Midnight surges matter: Early hours of the Amazon sale consistently delivered the highest conversion spikes. Hector’s day-parting ensured budgets were front-loaded for these windows.

• Pre-event audiences are gold: The AMC Tentpole Phase Report revealed that pre-event engagers had stronger intent and higher ROAS. Investing early paid long-term dividends.

• Post-event discipline drives efficiency: Scaling down budgets but maintaining retargeting helped sustain profitability without waste.

Repeatable Framework

What Noise achieved with Hector during Amazon’s Great Indian Festival was not a one-time win, it is a repeatable, scalable playbook.

This three-phase framework, awareness, conversion, and re-engagement, has since been applied to other Amazon retail moments like Republic Day, Prime Day, and the Great Summer Sale. Each time, Hector adapts budget splits, targeting mixes, and creative strategy based on category insights and AMC Tentpole learnings.

By unifying automation, analytics, and creative intelligence, Hector ensures brands like Noise can consistently maximize Amazon seasonal opportunities, whether for revenue spikes, market share gains, or long-term brand growth.

Conclusion

For Noise, the Great Indian Festival 2024 on Amazon was not just another sale, it was a defining moment to prove market leadership. With Hector as the growth partner, the brand achieved 3X revenue growth, a 65% improvement in ROAS, and nearly doubled its Share of Voice (SOV) in one of the most competitive categories on Amazon.

Equally important, two-thirds of sales came from new-to-brand customers, strengthening Noise’s long-term position in the marketplace.

This case study is proof that when data meets creativity, powered by Hector’s technology and Amazon insights, even the most competitive retail moments can be transformed into engines of profitable growth.

• Revenue: 3X growth compared to pre-event phase during Amazon's Great Indian Festival.
• ROAS: 65% improvement while managing 230% increase in ad spend efficiently.
• Share of Voice: Nearly doubled, moving Noise from rank 2 to rank 1 in category.
• New-to-Brand: Two-thirds of sales came from new customers, expanding customer base significantly.
• Conversion Rate: Rose by over 55%, outpacing previous year's performance and category benchmarks.