Driving New-to-Brand Acquisition With In-Market Audience Retargeting via Amazon DSP

Client Overview

BANZ USA is the North American arm of a global accessories brand specializing in protective gear for infants and young children. Product lines include noise-reduction Headphones built for sensory protection in loud environments and UV-protective Sunglasses sized for babies and toddlers. Distribution runs primarily through Amazon as a flagship retail channel, supported by an owned eCommerce site. The brand operates inside a category where parents often discover the product only when an immediate need arises, making qualified reach and first-purchase acquisition the central commercial challenge.

Campaign Objective

The campaign launched on Amazon DSP as a cold-start Display effort with the primary goal of acquiring new-to-brand customers and validating the channel as a scalable acquisition lever. ROAS sat as the headline efficiency metric, but the underlying objective was to prove that Amazon DSP could move shoppers from first impression to first purchase inside a short flight window without relying on existing brand familiarity.

A secondary objective focused on category education. By running two parallel product narratives, the campaign sought to identify which BANZ product line carries the strongest cold-traffic conversion signal on Amazon, informing future allocation decisions and creative investment beyond the initial flight.

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Audience & Targeting

Two distinct audience layers ran in parallel inside Amazon DSP. The first layer was an In-Market segment built around shoppers actively researching headphones and noise-protection products on Amazon, designed to capture purchase-intent signals at the moment of category consideration. The second layer was a Lifestyle segment targeting parents and caregivers indexed toward outdoor and travel behaviors, intended to seed the Sunglasses product into a broader, awareness-stage audience.

The split was deliberate: one audience built for conversion efficiency on a narrow, intent-rich pool, the other built for scale across a wider behavioral footprint. The structure allowed direct comparison between intent-based and interest-based targeting on the same flight, the same brand, and the same retail surface.

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Platform & Channels

Media ran exclusively through Amazon DSP across Amazon-owned placements, primarily standard Display inventory within the shopping ecosystem. Keeping traffic on-platform shortened the path to the product page, reducing friction and supporting new-to-brand conversion. Brand safety and category exclusions remained at Amazon defaults, suitable for a low-risk children’s product category.

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Creative and Formats

Three Display creatives ran in parallel across the flight. A combined Headphones and Sunglasses creative carried the bulk of impression volume and served as the workhorse asset, presenting both product lines in a single frame. A dedicated Headphones-only creative ran on a smaller share of spend, isolating the strongest converting product into a single-message format. A Sunglasses-only creative completed the set, designed to test whether single-product focus would lift conversion on the weaker line.

This three-creative structure was built to read like a controlled test rather than a brand campaign: each creative isolated a different combination of product focus, allowing creative-level ROAS to expose which message and which product carried the actual conversion weight inside the flight.

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Geo-Focus

The campaign ran across the United States as a single-market Amazon DSP flight, aligned to BANZ USA's primary commercial territory and Amazon storefront footprint. No regional sub-allocation was layered onto the flight, keeping the variable set small and isolating audience, creative, and product as the levers under test.