Case study
DevaCurl achieved 74% new-to-brand growth in collaboration with Pacvue and Acadia
In the competitive curly hair care category, DevaCurl transformed their advertising approach by leveraging advanced audience insights and precise ASIN-level targeting to deliver strong results across their full-funnel strategy.
key insights
74%
Growth in new-to-brand purchases through audience optimization
35%
Increase in branded searches using full-funnel strategy
21%
Improvement in conversion rates with precise ASIN-level approach
Goals
In the competitive world of hair care, where countless brands vie for attention, DevaCurl faced a significant challenge. As a premium brand exclusively focused on textured hair products, DevaCurl needed to distinguish itself while reaching the right consumers. The brand's mission extended beyond simply selling products; they aimed to connect with consumers who would truly benefit from their luxury hair care solutions. With ambitious growth targets of 20% in sales, DevaCurl recognized the need for a sophisticated, insight-driven advertising approach that would help them reach new audiences while maintaining their premium positioning.
Working with Amazon Ads and their agency collaborators, DevaCurl looked to not only reach those customers, but to do so in a way that would be meaningful and, ideally, bring those customers on for the long haul with DevaCurl.
Approach
DevaCurl's path to success was paved through strategic collaboration with Acadia and Pacvue, combining agency expertise with advanced technological capabilities. The campaign leveraged Amazon Marketing Cloud (AMC) to uncover surprising insights about high-value audiences. Working with Acadia, DevaCurl implemented a precise ASIN-level approach, ensuring their premium products reached the most relevant consumers.
The strategy employed a sophisticated full-funnel approach, utilizing Pacvue's proprietary AMC tools to perform detailed catalog analysis through product line tagging. This innovative approach revealed unexpected audience segments with high engagement potential, including consumers interested in Sports & Outdoors, Prime Video Drama Shows, and Home-Kitchen categories. The campaign demonstrated that brands don't need expensive creative assets to achieve remarkable results. Using only Responsive E-commerce Creative (REC) images, DevaCurl managed to break through the noise and engage effectively with their intended audiences.
The execution involved a carefully orchestrated combination of awareness and consideration objectives. Pacvue's DSP order tagging system provided crucial insights segmented by funnel stage, enabling DevaCurl and Acadia to craft multi-touchpoint executions that resonated with their audience. The team continuously evaluated performance metrics to understand the driving factors behind their highest-performing KPIs, using Pacvue's AMC reporting suite to refine their approach.
Ross Walker, Director of Retail Media, AcadiaOne of the most powerful solutions an advertiser can leverage for audience building is Amazon Marketing Cloud.
Results
The campaign's results exceeded expectations, demonstrating the power of strategic insight combined with precise execution. DevaCurl achieved an impressive 74% growth in new-to-brand purchases, showcasing their success in expanding their consumer base.1 The brand also experienced a 21% increase in conversion rates and a 35% surge in branded searches, indicating strong improvements in both awareness and consideration.2
These results weren't just numbers. Reviewing the campaign, DevaCurl found their success represented a fundamental transformation in how DevaCurl engaged with consumers across Amazon. The success was built on three key pillars: effective product line tagging that surfaced actionable segmentation, strategic use of AMC personas to uncover hidden valuable audiences, and a comprehensive full-funnel strategy that boosted overall efficiency.
Looking ahead, DevaCurl continues to embrace innovation, exploring new frontiers including multiple forms of testing and exploring Roku inventory. The brand's partnership with Acadia and Pacvue remains strong, with plans to develop more sophisticated cohort analyses and recommendation engines using products frequently purchased together to identify new upsell opportunities.
This campaign demonstrated that in the competitive beauty space, success comes not only from having premium products, but also from understanding and engaging with consumers in innovative ways. By combining strategic insight with technological capabilities, DevaCurl proved that even in a saturated market, there's always room for growth when you have the right approach and partners.
Sources
1-2 Amazon, internal, 2025