Introduction
In the competitive online market, evolving advertising strategies is essential to maintaining leadership. For a leading client in the beauty category on Amazon, the transition from a presence focused exclusively on Sponsored Ads to an integrated full-funnel architecture marked a decisive turning point for growth in the Sun Care category. This methodical approach, developed by Kiliagon, demonstrated how a complete advertising ecosystem can scale sales and maximize efficiency.
The Challenge
Until then, the brand’s presence on the platform had relied on a traditional, conservative approach focused exclusively on Sponsored Ads campaigns. While this tactic ensured lower-funnel coverage, it also severely limited the ability to scale, quickly saturating the pool of users already ready to purchase.
The real challenge was to dismantle this model and build an advertising ecosystem capable of generating and nurturing new latent demand, driving the Sun Care category towards unprecedented sales volumes while maintaining highly efficient advertising investment.
The Strategy: An Integrated Full-Funnel Architecture
To overcome the limitations of a performance-only approach, Kiliagon designed and implemented a smooth transition to an integrated full-funnel media architecture. The strategy was developed in detail across three key stages, accompanying users from discovery through to purchase:
- Awareness for high-impact reach: To expand the base of potential buyers and create a memorable impression of the brand before the summer season, Video formats and Streaming TV (STV) campaigns were activated. This made it possible to reach a vast audience with a visually engaging message.
- Quality-focused consideration: In the middle of the funnel, traffic was directed through Display campaigns both on and off Amazon. The main focus was the quality of the landing page, optimized to provide all the necessary information and retain users as they considered purchasing sun care products.
- Machine Learning-driven conversion: For the final stage, essential to capitalize on the traffic generated, the campaign relied on the Performance+ algorithm, which delivered automated optimization based on first-party signals, maximizing the conversion rate.
Results Achieved
The orchestrated activation of this full-funnel strategy had a transformative impact on the performance of the Sun Care category, breaking through previous bottlenecks and delivering record results.
| Metric | Growth | Strategic impact |
|---|---|---|
| Sell-out Revenues | +137% YoY | Revenue from final sales more than doubled compared with the previous year. |
| Units Sold | +131% YoY | An almost perfect correlation with revenue, demonstrating a real increase in product volumes sold. |
| Unique Users | +2,471% YoY | Opening up the upper funnel led to a dramatic expansion in the audience reached by the brand. |
| Branded Searches | +844% YoY | The awareness generated translated into active interest and targeted searches for the brand on the platform. |
| Amazon Advertising Revenue | +358% YoY | Revenue driven directly by advertising grew exponentially. |
| NTB Purchases | 72% | More than two thirds of buyers were New To Brand, confirming the effectiveness of new customer acquisition. |
| Post-Season Reviews | +42% | Increased volumes also created a positive knock-on effect on product social proof at the end of the season. |
The Surge in Reach and Searches: Heavy investment in formats such as Streaming TV generated an exceptional spike in unique users (+2,471%) and a corresponding 844% increase in branded searches. This shows that the audience absorbed the advertising message and then actively searched for the product on Amazon.
Acquisition Leadership (NTB): The 72% figure for New To Brand purchases shows that the approach went beyond extracting more from existing customers and captured substantial market share from competitors.
Key Success Factors: The Strategic Insight
Why did this campaign perform so exceptionally well? The critical success factor and strategic insight guiding Kiliagon lay in the synergy between the stages of the funnel.
Activating high-impact formats in the upper funnel was more than a branding exercise: it continuously and exponentially expanded the pool of qualified users. This abundance of targeted traffic gave the final stages of the funnel, managed by conversion algorithms, excellent inputs to work with, scaling final sell-out with maximum efficiency and a low acquisition cost.
Conclusion
The case study developed for this beauty industry leader clearly shows that, to dominate seasonal and highly competitive categories such as Sun Care on Amazon, capturing existing demand alone is no longer enough. Embracing a full-funnel approach, investing in awareness and using Artificial Intelligence to complete conversions is the key to winning market share, acquiring new consumers and generating triple-digit growth in sales volumes.