Gigi, Global Tech Innovation Award winner, helps drive 370% lift in streaming TV results

Goals

Beekeeper's Naturals, a wellness brand specializing in bee-based natural remedies, faced challenges in growing new-to-brand sales and brand awareness. They lacked the necessary tools for real-time cross-channel measurement and the ability to unify their Amazon and Shopify insights. Without the capability to measure outcomes beyond last-touch attribution, they struggled to plan and scale their advertising efforts with confidence, particularly across channels like streaming TV. They needed clarity on whether scaling their spend would deliver incremental value, particularly in reaching new audiences and driving new-to-brand sales. They partnered with Gigi, an Amazon Ads partner, to optimize their advertising strategy.

Approach

The collaboration between Beekeeper's Naturals and Gigi brought forth a groundbreaking approach to campaign optimization. At the core of their strategy was the integration of Amazon Marketing Cloud (AMC) with Shopify insights via AWS Clean Rooms. By leveraging Gigi's 1P platform integration with Amazon's Reach Forecasting API, the team implemented a sophisticated solution utilizing Amazon DSP and streaming TV capabilities. This allowed for integration between Amazon and Beekeeper’s Naturals’ Direct-to-Consumer (DTC) platforms and real-time visualization of campaign delivery and projected reach, enabling insight-driven decisions before committing to investment changes.

The campaign utilized streaming TV for upper and mid-funnel initiatives, complemented by acquisition and re-engagement efforts. Gigi's implementation of the Reach Curve API tool provided crucial capabilities for forecasting incremental reach and predicting spend efficiency, enabling more informed budget planning decisions. This comprehensive strategy allowed Beekeeper's Naturals to scale their advertising with confidence. The brand increased their top-of-funnel streaming TV spend by 30% in February and an additional 15% in March, while mid-funnel streaming TV spend saw a 40% increase.¹ The combination of real-time insights, custom audience building, and cross-channel measurement capabilities provided the foundation for an insights-driven, scalable advertising approach.

Results

Streaming TV's contribution to NTB purchases increased by 370%, rising from 0.82% at launch to 3.86% by April 2025.² The campaign also generated a 4.3x increase in branded search influenced by streaming TV, demonstrating strong cross-channel impact.³

Additionally, users exposed to the combined strategy of streaming TV, Amazon DSP display, and sponsored ads showed a 233% higher purchase likelihood compared to those exposed to sponsored ads alone.⁴ This validated the effectiveness of the multi-channel approach enabled by Gigi's solution.

This campaign serves as a testament to the power of combining innovative technology, strategic planning, and insight-driven decision-making. The platform's ability to unify Amazon and DTC insights securely via AMC on AWS Clean Rooms set a new benchmark for AI-powered recommendations and cross-channel measurement.

“Using the 1P platform completely transformed how we approach streaming TV. The platform didn’t just help us reach more people, it gave us the clarity to scale with confidence. For the first time, we could measure the full impact of our campaigns across both Amazon and DTC and actually see how each touchpoint influenced outcomes. The ability to forecast reach before we spent, and then tie that spend to real business results, was a game changer. Streaming TV is now one of our most effective acquisition channels.”
—Daniel Millar, Chief Growth Officer, Beekeeper's Naturals

Sources

^1-4 Beekeeper’s Naturals, US, 2025.