Challenge
U Beauty knows DTC but aimed for rapid growth in Amazon's premium beauty category. Their concern was not understanding how Amazon interacted with the .com (DTC) or if upper funnel display investment might ultimately cause cannibalization. They focused their limited Amazon budget on lower funnel conversion campaigns that they could measure.
Our Solution
AMC allowed us to find “net-new” customers by incorporating U Beauty’s 1P data.
We created a data pipeline to sync the client’s ongoing DTC customer and order data, augmented that customer data with additional 3P household data creating customer cohorts. We pushed the data into AMC via API to unify DTC shoppers with Amazon shoppers. We now better understand LTV and CAC for customers that shop both on DTC and Amazon, Amazon’s role in acquisition to produce true incrementality beyond their current DTC performance, and the most effective DSP audiences to reach net new customers across both Amazon and DTC.
Did close-up shots of plated food perform better, or were customers more drawn to at-home scenarios? Was copy about convenience, restaurant experience or value more impactful? Did pro photos perform better or was UGC more compelling?
Results
0%
in New to Brand customersMore efficient. DSP orders achieved a lower eCPM (only $1.52) while ensuring that upper funnel campaigns targeted only net new customers.
More effective. Total account traffic increased 294% when comparing account traffic with the same time period in the month prior. Total “new to brand” users increased 60%.