Case study
Divi Scalp Care and Kwontified drive 153% growth through strategic video advertising
By expanding beyond lower-funnel tactics and implementing an integrated advertising approach with Streaming TV and Amazon DSP campaigns, Divi Scalp Care proved that brands of any size can succeed with video advertising.
key insights
82.76%
New-to-brand conversion rate achieved through integrated advertising strategy
24%
Boost in purchase rates through combined Streaming TV and Amazon DSP campaigns
153%
Overall growth achieved in one year through strategic video advertising
Goals
At the heart of Divi Scalp Care's story lies a deeply personal journey. Founded by creator Dani Austin, who experienced her own struggles with hair and scalp health, the brand emerged as a beacon of hope for consumers seeking effective scalp care solutions across a full hair care routine, with products including Divi's award-winning, clinically tested Scalp Serum, Dry Shampoo, Whipped Repair Hair Treatment Mask, Shampoos and Conditioners, and more. As a growing brand in the competitive beauty space, Divi faced a crucial challenge in 2024—how to maintain and exceed their remarkable momentum while expanding their reach to new audiences.
The brand recognized that while their lower-funnel advertising strategies had been effective, they needed to evolve their approach to achieve breakthrough growth. With a vast market opportunity and highly loyal customer base, Divi understood that connecting with new audiences would be crucial for their continued success. The challenge wasn't just about maintaining their current trajectory—it was about transforming their advertising strategy to create deeper, more meaningful connections with potential customers while efficiently managing their resources.
Approach
In collaboration with Kwontified, their agency partner, Divi Scalp Care developed an innovative approach that would challenge the conventional wisdom about upper-funnel advertising. The brand made a bold decision to implement Amazon Streaming TV advertising, with remarketing as a second-touch strategy.
The campaign's execution was orchestrated through a multi-faceted strategy. Working with Kwontified, Divi leveraged Amazon Marketing Cloud to measure and optimize their campaign performance. The brand also utilized Creator Connections to amplify their Streaming TV presence, creating a natural tie between their creator-founder heritage and their advertising message.
The strategic approach included careful audience prioritization, focusing on both in-market consumers and competitor audiences. This dual-audience strategy allowed Divi to maximize their budget while ensuring their message reached the most relevant audiences. The integration of Streaming TV advertising with Amazon DSP campaigns created a comprehensive approach that engaged consumers across multiple touchpoints.
Results
The results of Divi's innovative campaign strategy proved that effective upper-funnel advertising isn't exclusively for brands with the biggest of budgets. The campaign achieved a remarkable 82.76% new-to-brand conversion rate, demonstrating the power of their strategic approach to audience acquisition.1 Additionally, the brand witnessed a significant 24% boost in purchase rates, validating their decision to expand beyond traditional lower-funnel tactics.2
Through Amazon Marketing Cloud's measurement capabilities, Divi and Kwontified were able to track and validate their strategy's effectiveness in real-time, making insight-driven optimizations that enhanced campaign performance. The integration of Streaming TV advertising with Amazon DSP campaigns created a synergistic effect, delivering both emotional impact and performance results.
Divi Scalp Care's success story demonstrates that with strategic thinking and the right partner, brands of any size can effectively leverage upper-funnel advertising to drive significant growth. Their experience proves that successful Streaming TV advertising doesn't require massive budgets—it requires smart strategy, efficient budget allocation, and an understanding of how to integrate different advertising solutions for maximum impact.
The key to their success lay in their willingness to challenge conventional wisdom and take calculated risks, supported by robust measurement capabilities and strategic partnerships. For other brands considering similar moves, Divi's journey shows that starting with a modest budget doesn't preclude achieving remarkable results when paired with innovative thinking and strategic execution.
As Divi looks to the future, their success with this campaign has laid the groundwork for continued expansion of their Streaming TV presence and further innovation in their advertising approach. Their story serves as an inspiration for emerging brands, proving that with the right strategy and partners, significant growth is achievable regardless of initial budget size.
Sources
1 Amazon internal, US, 2025
2 Amazon internal, US, 2025