Case Study: Mayborn Group achieves 10-point brand market share gain and 115% ad revenue lift with Skai & Profitero

Mayborn Group Uses Skai™ & Profitero To Drive An Incremental 10 Pt Category Growth With Data-driven Insights

Mayborn Group, the UK parent company of Tommee Tippee and Gro, was driving a digital transformation to shift more sales to ecommerce and needed to know whether advertising could still grow share within highly penetrated categories. To test this, Mayborn used Skai to run Amazon Advertising at scale and Profitero to provide category and item-level market-share, traffic and conversion insights.

Skai and Profitero executed a three-phase test that connected category metrics to item-specific intelligence, restructured campaigns into single‑ASIN ad groups, shifted spend to high‑converting available SKUs, optimized bidding and share-of-voice, and retargeted under‑trafficked products. The Skai-powered approach delivered measurable impact in five weeks: a 10‑point brand market‑share gain, 115% increase in ad revenue within ROAS guardrails, +10 points page‑1 share of voice and +19 points position‑1 share of voice, and Mayborn is continuing to scale the test-and-learn program with Skai and Profitero.

Mayborn Group

Louise Harris

Senior Global Customer Experience Manager