Trellis helps Corro-Protec achieve 2x ROAS through strategic AMC audience engagement

Goals

As a leading manufacturer of powered anode rods, Corro-Protec has carved out a unique niche in preventing sediment build-up in household hot water tanks, extending appliance lifespans, and improving overall water quality. Their commitment to excellence spans both residential and RV applications, demonstrating their versatility in meeting diverse consumer needs.

Despite experiencing remarkable expansion, particularly in international markets, the company faced a significant challenge: stagnation in long-term shopper engagement and difficulties in acquiring new customers at the top of the funnel. With a substantial shopper base through their direct-to-consumer website, Corro-Protec recognized the untapped potential in leveraging their historical customer insights to reach more relevant audiences.

Approach

Corro-Protec collaborated with Trellis, a profitability optimization platform that uses shopper insights to help sellers with full-funnel marketing. The collaboration between Corro-Protec and Trellis marked a pivotal moment in digital advertising innovation. Trellis, armed with their comprehensive Amazon Ads certifications, including Amazon Marketing Cloud, Amazon DSP, and sponsored ads, developed a sophisticated full-funnel strategy that would revolutionize Corro-Protec's approach to audience engagement.

The execution centered around a groundbreaking controlled experiment. Trellis implemented two parallel campaigns: a control campaign utilizing traditional keyword targeting, and a test campaign that combined the same keyword approach with custom audience modifiers. The innovative element came through Trellis' Audience Builder+ feature, which created a direct integration between Corro-Protec's direct-to-consumer website and Amazon Marketing Cloud audiences, enabling real-time updates for their Sponsored Products advertisements.

This strategic approach leveraged multiple Amazon Ads solutions, including the Amazon Ads API for comprehensive campaign management and reporting. The integration allowed for more relevant engagement while maintaining comparable cost-per-click rates between the test and control campaigns. By strengthening their presence in top-of-funnel placements with insight-informed audiences, the strategy aimed to simultaneously boost brand awareness and long-term shopper engagement.

Results

The campaign's results demonstrated the power of strategic audience engagement and full-funnel marketing. With equivalent advertising spend across both campaigns, the enhanced AMC audience engagement delivered remarkable improvements across key performance metrics. The campaign achieved a 1.5x¹ increase in overall engagement, showcasing the effectiveness of the refined audience engagement strategy. More impressively, the reach expanded by 2.2x,² indicating a significant improvement in connecting with relevant consumers. Perhaps most notably, the ROAS saw a 2x lift,³ validating the economic efficiency of the insight-driven approach.

Denis Leclair, Co-Founder and VP of Product at Trellis, emphasized the collaborative nature of this success: "Corro-Protec has been a great partner in demonstrating how creative applications of AMC and Amazon Ads products can deliver results. Their openness to innovative approaches and willingness to conduct controlled experiments proved crucial in validating our strategic hypothesis."

The campaign's success underscores several key learnings: first, the importance of leveraging first-party insights through sophisticated integration systems to create more relevant audience engagement. Second, the value of controlled experimentation in validating new advertising approaches. Finally, the power of combining traditional keyword targeting with advanced audience modifiers to achieve superior results across the full marketing funnel. This case study stands as a testament to how innovative technology, strategic thinking, and collaborative partnerships can drive meaningful business outcomes in the digital advertising landscape.

Sources

^1-3 Corro-Protec, Canada, 2025.