Case study
Tree Hut’s hand wash launch reaches sales goal 41% faster with New Product Campaigns
Discover how Tree Hut amplified the launch of their hand wash collection by leveraging New Product Campaigns, a full-funnel solution, to help accelerate discoverability and sales velocity within the first 90 days.
key insights
41%
Faster to reach sales goal compared to full-funnel campaigns without this media mix.
1.7x
Higher average unique glance views over 90 days compared to full-funnel campaigns without this media mix.
220M+
Total impressions delivered during 12-week campaign period; 8.5x higher than forecasted.
Goals
Tree Hut, a leading self-care brand famous for their popular and high-quality body scrubs, sought to make a strong impact with the launch of their new serum-infused hand wash collection. The beauty category is highly competitive, and Tree Hut aimed to overcome the “cold start” challenge (new products without reviews or sales history) by driving immediate awareness and accelerating sales velocity.
To achieve this, the brand selected Amazon Ads New Product Campaigns, a managed service that uses a full-funnel media mix to connect with relevant shoppers. The goal was to leverage high-reach, multi-format ads and optimized audience solutions to connect with consumers from day one, boosting discoverability and performance across every stage of the funnel.
Tree Hut’s New Product Campaign for their serum-infused hand wash collection
Approach
Tree Hut partnered with Amazon Ads to run a 12-week New Product Campaign featuring New & Notable identifier creatives, which visually highlight recently launched products to help boost visibility and shopper interest across Amazon and beyond. The strategy integrated upper-, mid-, and lower-funnel touchpoints, including video ads, display ads, and sponsored ads (Sponsored Brands and Sponsored Products), all driving traffic to Tree Hut’s Brand Store on Amazon.
To increase engagement, the campaign included a branded Amazon Live streaming event with host Makho Ndlovu, and a dedicated landing page showcasing the hand wash collection in real time. "By the end of the livestream, people knew about the product, could picture themselves using it, and could easily buy it. That's what excites me most about working on new product campaigns like this," says Makho.
Leveraging Amazon Audiences and Amazon Marketing Cloud, Tree Hut reached relevant audiences, helping engage both new and existing consumers, and boosting campaign effectiveness. “With Amazon Ads, we were able to test new formats, refine our sequencing, and optimize throughout the campaign—resulting in premium visibility for our new product, enhanced discovery for emerging audiences and brand loyalists, and established credibility in a new category,” explains Sarah Craig, Associate Director of Integrated Media at Naterra International Inc.
Sarah Craig, Associate Director of Integrated Media at Naterra International, Inc.Our success with New Product Campaigns showed us how powerful storytelling at the top of the funnel can be through the engaging formats that Amazon has to offer with omnichannel ads innovation.
Results
Over 12 weeks, the campaign delivered 220 million impressions across display and online video, 8.5x higher than forecast.1 And by day 90, the campaign drove 1.7x higher unique glance views compared to other full-funnel campaigns without this media mix.2
Mid-funnel engagement on Amazon Live was especially strong, delivering 1.5x higher clickthrough rate (CTR), 11.5x higher detail page view rate (DPVR), and 37x higher purchase rate versus Amazon Live benchmarks.3
On the sales side, Tree Hut reached the 1,000-unit milestone 41% faster than comparable launches.4
These results illustrate the impact of investing in full-funnel tactics through our data-backed 90-day media plans when launching a new product or category. From reach to detail page views to converting new customers, New Product Campaigns help connect your product to the right moments so you can launch successfully from day one.
Sources
1-4 Amazon Marketing Cloud, US, 2025. Performance metrics are based on a single advertising campaign for an early-stage or newly launched product in 2024. Results may not be typical and do not guarantee future performance.