How a Full-Funnel Influencer Strategy Secured 83% New Customers

What's the Big Deal? Fackelmann, a 100-year-old German kitchenware brand, successfully attracted a younger customer base on Amazon. They achieved a high New-to-Brand (NTB) acquisition rate of 83.1% through a Full-Funnel Amazon advertising strategy that combined influencers with emotional storytelling. This led to impressive results, including a 3x increase in Click-Through Rate (CTR) and exceeding target impressions by 15%.

Why This Matters For Amazon sellers, this case study demonstrates that long-term growth requires more than just highlighting product features; it's essential to connect your brand with cultural relevance and customer lifestyles. The key takeaway is that investing in Upper-Funnel strategies like influencer marketing, Amazon DSP, and Prime Video ads leads to new customer acquisition and repeat purchases. The importance of sophisticated targeting and optimization using Amazon Marketing Cloud (AMC) is also highlighted.

Actionable Checklist - Define Your New Target Audience: Analyze your existing customer base using Amazon Brand Analytics or AMC, then identify new target demographics for expansion. - Collaborate with Influencers & Craft Emotional Storytelling: Select influencers who can connect your brand values with a younger lifestyle. Plan emotional content that focuses on the positive impact on customers' lives, rather than just product features. - Implement a Full-Funnel Ad Strategy: - Awareness: Boost brand awareness among a broad potential audience using Prime Video ads and Amazon DSP. - Consideration/Purchase: Drive detail page visits and purchase conversions with Amazon DSP remarketing, Sponsored Products, and Sponsored Brands ads. - Measure & Optimize with NTB at the Core: Prioritize tracking New-to-Brand (NTB) metrics in your ad dashboard. Monitor key indicators like Click-Through Rate (CTR) and Detail Page View Rate (DPVR) to optimize your campaigns.

Important Considerations 💡 Amazon DSP and Prime Video ads are typically managed through an Amazon Ads account manager or partner agency and may have minimum budget requirements. Direct access might not be available for all seller accounts, so it's best to consult with Amazon Ads support or a partner to confirm eligibility. AMC is an advanced analytics tool available to Brand Registered sellers utilizing Amazon DSP or Sponsored Ads.

📰 Source: https://advertising.amazon.com/library/case-studies/mindgruve-fackelmann-lifestyle-repositioning