Case Study

Leading CPG Supplement Brand – New-to-Brand AI Audiences

A leading supplement manufacturer with more than 3,000 products sought a more effective way to identify and reach new prospective customers through Amazon DSP. While Amazon’s standard in-market audiences provided scale, the brand sought a more precise audience strategy designed specifically to drive new-to-brand purchases.

CHALLENGE:

Find Higher-Value New-to-Brand Shoppers

The brand needed a data-driven approach that could outperform standard audience segments and improve acquisition efficiency.

SOLUTION:

NTB Audience Studio Model

WBX leveraged its NTB Audience Studio Model to score shoppers based on their likelihood of becoming new-to-brand purchasers. The model was then benchmarked against Amazon’s available in-market audiences to evaluate performance.

METHODOLOGY:

WBX Audience Studio leveraged a closed-loop AI system and self-improving models focused on NTB conversion probability, and scored shoppers based on likelihood to become a new customer. The custom audiences were activated via Amazon DSP campaigns, and performance was benchmarked against top-performing Amazon in-market audiences. Conversion rates were measured across all audience segments.

RESULTS:

The model converted at 2.5% – 3.59x higher than the best Amazon in-market audience.