Case study
Full Funnel Award winner Xnurta helps Wuffes grow revenue 164% with full-funnel strategy
See how Xnurta helped pet supplement newcomer Wuffes drive 65% new-to-brand sales and become a top 10 category leader in a competitive category through sophisticated full-funnel advertising on Amazon Ads.
key insights
164%
Revenue growth achieved through full-funnel advertising strategy
65%
New-to-brand (NTB) sales with 2.9x return on ad spend (ROAS)
25%
Increase in Subscribe & Save enrollment
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Full Funnel Advertising Award (AMER) category recognizes partners who demonstrate how their full-funnel strategy connects every customer journey stage—from awareness through to purchase and loyalty—to deliver outstanding client success. Xnurta is the winner of this award for their full-funnel campaign for Wuffes that helped them become a category leader and grow revenue 164%.
Goals
Wuffes, a relatively new entrant in the pet supplement category, creates high-quality joint supplements for dogs, using premium active ingredients and avoiding harmful additives, to improve canine health and mobility. Founded by devoted dog parents, Wuffes is driven by love, transparency, and a mission to help all pets live their best lives.
As a new brand facing competitors with strong brand equity and customer loyalty, Wuffes needed to overcome significant challenges in establishing their brand awareness. They needed to build trust and recognition from scratch. They partnered with Amazon Ads advanced partner Xnurta to develop a comprehensive strategy that would help them reach new customers and build long-term loyalty in a high cost-per-click (CPC) category. The campaign was designed to reach pet supplement buyers, with a focus on high-value potential customers who would appreciate Wuffes' commitment to quality ingredients.
Approach
Xnurta implemented a comprehensive full-funnel advertising strategy leveraging multiple Amazon Ads solutions. At the core of their approach was the strategic use of Amazon Marketing Cloud (AMC) for advanced audience selection and insights. Time-to-conversion analysis showed the average delay from first ad exposure to purchase, indicating the need to adjust pacing and remarketing. Path to conversion and product association reports helped identify optimal windows and product pairings. Sponsored ads insights highlighted optimal keywords to build Amazon DSP audiences. AMC's SQL-based audience tools enabled engagement of specific segments, including high-value lookalikes. These combined insights enabled a comprehensive full-funnel strategy.
Xnurta then built a full-funnel Amazon DSP strategy powered by AMC insights that focused on delivering relevant messaging through streaming TV ads, online video ads and display ads, mapped across the different stages of the shopping journey including awareness, consideration, purchase, and loyalty. Xnurta developed a comprehensive media mix by combining this with sponsored ads performance insights to align search and Amazon DSP strategy and create a cohesive journey. By integrating upper-funnel awareness with mid-funnel engagement and purchase-focused remarketing, this campaign demonstrated that Amazon DSP is not only for brand awareness.
Alexander Lans, SVP of Marketplace, WuffesOur ad partner’s technology and insight-led approach completely shifted how we think about Amazon DSP.
Results
The campaign's performance took Wuffes from a newcomer to a top 10 category leader. The most significant achievement was 164% revenue growth, demonstrating the effectiveness of the full-funnel strategy in driving both awareness and sales in a high CPC environment.1
The campaign delivered strong metrics, achieving a return on ad spend (ROAS) of 2.9x.2 The campaign drove 65% NTB sales, indicating success in reaching new audiences and strong growth into the category. Long-term customer value metrics also showed strong results, with Subscribe & Save enrollment increasing by 25%.3
Sources
1-3 Wuffes, U.S., 2025.