Coca-Cola's Secret to 26% More New Customers on Amazon?

One-Line Summary Coca-Cola leveraged Amazon Ads' full-funnel strategy for its Star Wars collaboration campaign, achieving impressive results: a 26% increase in new customers and 45% sales growth.

What This Is About The Coca-Cola and Star Wars "Refresh Your Galaxy" campaign, which ran in Australia from August 1 to September 11, 2025, achieved the remarkable feat of increasing new-to-brand shoppers by 26% and growing year-over-year sales by 45% through Amazon Ads. This campaign aimed to engage Gen Z and the Star Wars fandom by featuring limited-edition Star Wars character packaging.

Coca-Cola partnered with Amazon Ads to build a comprehensive full-funnel strategy. For the upper funnel, they utilized Prime Video ads and Display Ads to reach 9.2 million unique viewers and boost awareness. Notably, based on the insight that Coca-Cola beverage consumers are 2.2 times more interested in the sci-fi genre, ads were strategically placed within popular Prime Video series watched by action, drama, and sci-fi audiences. In the mid-funnel, sophisticated remarketing via Amazon DSP re-engaged high-intent shoppers, while Sponsored Ads drove immediate conversions in the lower funnel. All ads linked to an immersive Coca-Cola Brand Store, created by the Amazon Brand Innovation Lab, transforming a simple shopping experience into a journey exploring the Star Wars universe. Gaining deep insights into the customer journey through Amazon Marketing Cloud (AMC) was also key to their success.

Implications for Korean Sellers Korean sellers looking to grow their brands on Amazon can gain the following practical insights from Coca-Cola's success story.

1. Deep Target Audience Analysis and Customized Advertising: Just as Coca-Cola identified the overlap between Star Wars fandom and its own customers (e.g., preference for entertainment, sci-fi), sellers should leverage tools like Amazon Marketing Cloud (AMC) to deeply analyze their customers' interests, purchase patterns, and viewing history. This allows them to understand what content potential customers respond to and what products they are interested in, enabling more precise ad targeting and messaging. Customer data-driven insights are the key to maximizing campaign efficiency. 2. Build a Full-Funnel Advertising Strategy: Beyond just Sponsored Ads focused on conversions, combine them with Prime Video ads or Display Ads to boost brand awareness, and Amazon DSP remarketing to drive repeat purchases. It's crucial to utilize appropriate Amazon Ads solutions for each stage of the customer journey to discover potential customers, drive purchases, and build long-term brand loyalty. This enables not only short-term sales growth but also sustainable brand development. 3. Utilize Brand Stores to Provide Immersive Brand Experiences: Just as Coca-Cola brought the Star Wars universe to life and showcased limited-edition products through its Custom Brand Store, sellers should also build immersive Brand Stores that go beyond simple product listings. Visually rich storytelling about the product, brand values, and unique user experiences can foster an emotional connection with customers, which can lead to increased conversion rates and repeat purchases. A Brand Store is a powerful platform for communicating with customers and strengthening brand identity.

Important Notes 💡 The specific performance data in this case study (e.g., 26% increase in new customers, 45% sales growth) are results from a campaign conducted in the Australian market from August 1 to September 11, 2025. While these results may not be universally applicable to all markets, the advertising strategies and insights presented can be valuable for Amazon sellers worldwide. Amazon Marketing Cloud (AMC) is currently a feature available to advertisers meeting specific criteria.

Next Actions Consider planning brand awareness campaigns utilizing Amazon DSP and Prime Video ads. Upgrade your Amazon Brand Store from a simple product page to an immersive experience space that tells your brand's story. If you have access to Amazon Marketing Cloud (AMC), deeply analyze your customer data to uncover new targeting opportunities.

📰 Source: 원문 링크