Case study
Purina saw a 4x increase in new-to-brand detail page views with Geographic Insights and Activation
Using Amazon's Geographic Insights and Activation, Purina identified regions with low brand penetration and activated smart location-based campaigns, achieving a significant boost in engagement and reduction in acquisition cost.
key insights
313%
Higher new-to-brand detail page view rate
86%
Lower cost per new-to-brand detail page view
4x
Increase in new-to-brand detail page views
Goals
Nestlé Purina PetCare, one of the largest pet food companies in the United States with a portfolio of trusted brands including Purina Pro Plan, Dog Chow, and Beneful, partnered with Amazon Ads and OpenMind to address a crucial business challenge: identifying new ways to grow their market share.
OpenMind, a bespoke team within WPP, was tasked with developing geo-based solutions that would enable Purina to gain a deeper understanding of marketing performance at both regional and local levels. The focus centered on using geographic insights to enhance audience targeting within Amazon DSP and improve planning execution, ultimately driving new customer acquisition in areas where Purina had untapped growth potential.
Approach
Through Amazon's partnership with WPP, OpenMind leveraged Geographic Insights and Activation (GIA) to create audiences based on geographic sales data and drive new customer acquisition for Purina.
GIA empowers advertisers to uncover and act on regional growth opportunities using Amazon's first-party retail insights and their own geographic signals. Through an intuitive map interface, advertisers can visualize their brand's performance against category benchmarks across different regions. GIA automatically identifies high-potential geographic areas where brands are under-penetrated and enables campaign optimization to capture these opportunities.
For this campaign, OpenMind utilized Amazon Marketing Cloud (AMC) analytics in combination with Amazon DSP geographic targeting capabilities. With one click, they activated smart location groups that automatically adjusted bids to reach customers in areas of opportunity—specifically, regions with low Purina brand penetration. Purina was able to leverage GIA's additional flexibility to combine their own geographic data with Amazon's retail insights, creating custom geo-penetrated audiences aligned with their specific business goals.
Lindsey Hogan, Senior Manager, Retail Media, Nestlé Purina North AmericaThe variability of Geographic Insights and Activation makes this product more interesting than other geo-based targeting products available within the marketplace.
Results
This approach combined custom geo-penetrated audiences with Amazon behavioral targeting across the sales funnel, allowing Purina to discover and capture growth opportunities through data-driven insights rather than guesswork.
The campaign dramatically outperformed previous efforts, delivering a 313% higher new-to-brand detail page view rate at 86% lower cost per new-to-brand detail page view ($1.10 vs. $7.93).1 This success led to expansion across multiple Purina brands and attracted interest from other Nestlé divisions, positioning GIA as a key component of Purina's 2026 evergreen strategy.
Sources
1 Advertiser-provided data, US, 2025.