Overview

A leading beauty brand specializing in vibrant, cruelty-free hair dye and cosmetics sought to expand its audience reach and strengthen brand acquisition across major online marketplaces. With a loyal customer base and strong brand recognition, the company had already achieved consistent conversion success with Sponsored Ads but was ready to evolve its advertising strategy to drive broader awareness and incremental growth.

Challenge

The brand’s Sponsored Products and Sponsored Brands campaigns were performing well at the lower funnel, efficiently converting existing audiences. However, the team faced a limitation: their performance-driven focus meant upper-funnel engagement was underdeveloped. To continue scaling, they needed a way to reach new audiences, build awareness, and measure the true impact of upper-funnel investment on conversion and retention.

Solution

To address this, the brand adopted a full-funnel advertising strategy that combined Streaming TV (STV) with their existing Sponsored Ads portfolio. This integration was guided by advanced analytics through Amazon Marketing Cloud (AMC), providing clear visibility into cross-funnel performance and audience overlap.

By layering high-visibility STV campaigns with data-driven optimizations from AMC dashboards, the brand was able to improve targeting precision, uncover actionable insights into new-to-brand customer journeys, and better attribute conversions influenced by upper-funnel activity.

Results

The new strategy delivered substantial, measurable improvements across key metrics:

  • +10 pts NTB lift: 63% → 73%
  • +378% Purchase Rate (PR) lift: 0.09% → 0.43% (STV + SP vs. SP only)
  • +755% Detail Page View Rate (DPVR) lift: 0.09% → 0.77% (STV + SP vs. SP only)
  • +12.5% PR lift: 1.36% → 1.53% (STV + SP + SB vs. SP + SB)
  • +36% DPVR lift: 2.53% → 3.45% (STV + SP + SB vs. SP + SB)
  • 3% incremental reach added through STV campaigns

These results highlight the tangible benefits of combining Sponsored Ads, Streaming TV, and AMC insights to drive incremental reach and improved acquisition. The shift from a single-funnel approach to a full-funnel activation framework enabled the brand to connect awareness efforts directly to measurable sales outcomes.

Key Takeaways

By expanding beyond traditional Sponsored Ads and leveraging AMC for performance insight, the brand proved that upper-funnel investment can deliver meaningful impact on both acquisition and efficiency. This approach transformed awareness campaigns into a measurable growth driver across the customer journey.