Envision Horizons helps Coterie achieve 53% new-to-brand growth with audience strategy

Goals

Coterie, a premium baby care brand, had established strong brand awareness on Amazon but faced a fundamental audience challenge. Despite meaningful investment in advertising, the brand’s account structure was not built to reach the high-intent parent segments most likely to convert and become loyal customers.

An account audit revealed the scope of the opportunity. Approximately 39% of ad spend was not generating sales, 37% of the budget was flowing into broad automatic campaigns, and 59% of campaigns were focused on a competitor strategy that was not converting. The brand was spending broadly on unqualified audiences while missing shoppers actively seeking solutions for specific needs—sensitive skin, overnight protection, and newborn care—that represented Coterie’s greatest growth opportunity.

Coterie partnered with Envision Horizons, an Amazon Ads advanced partner that helps brands build awareness and gain market share through Amazon's advertising capabilities, to rebuild the entire audience strategy. The objective was clear: reach parents actively seeking a premium alternative who, once acquired, would become repeat buyers rather than one-time purchasers. The goals were to grow new-to-brand (NTB) customers, improve repurchase rates, and achieve efficient return on ad spend (ROAS).

Approach

Envision Horizons recognized that audience expansion for premium brands isn’t about casting a wider net—it’s about casting the right one, then ensuring what shoppers find when they arrive justifies the switch. Rather than increasing reach through broader campaigns, the team helped develop a strategy that narrowed focus to the highest-intent parent segments Coterie could credibly win. The foundation was a comprehensive account restructure. Envision Horizons helped eliminate broad automatic campaigns and zero-performing spend, redirecting investment toward high-intent keyword niches aligned to specific parent need-states.

Three core audience segments emerged: “Newborn Focus,” “Sensitive Skin,” and “Overnight”—each representing a distinct moment when parents actively seek a premium solution. Top-performing search terms were harvested in Sponsored Products exact match campaigns, reaching parents at the exact moment of category consideration with messaging tailored to the specific solutions parents searched for. This approach replaced volume-based reach with intent-based engagement, ensuring every impression served a strategic purpose.

Envision Horizons layered in Amazon DSP to extend the audience strategy beyond search with three tactics: view remarketing to reconnect with shoppers who had engaged but not converted, lapsed purchase remarketing to re-engage previous buyers, and cross-sell campaigns to introduce existing diaper customers to Coterie’s skincare line. At just 5.2% of total budget, Amazon DSP delivered outsized impact by maintaining connections with high-value audiences across their full purchase journey.

A simultaneous Brand Store rebuild ensured that when new audiences arrived, they encountered a premium experience reinforcing Coterie’s value proposition. Custom subpages for each need-state (Newborn, Sensitive Skin, Overnight) matched the search strategy, creating a cohesive journey from ad to conversion. The strategy treated audience expansion and brand experience as inseparable—recognizing that reaching the right shoppers matters only if the destination converts them into loyal customers.

Results

In the six months following onboarding (October 2025–April 2026), results significantly exceeded objectives across acquisition, retention, and efficiency metrics compared to the prior period (March–September 2025). NTB customers increased 53%, confirming that the need-state strategy successfully reached parents who had not previously purchased from Coterie.¹ Critically, these were the right new customers—the accompanying 16.9 percentage point improvement in repurchase rate proved that focused acquisition drove lasting customer relationships, not just initial transactions.²

Return rate dropped 39.5%, providing additional confirmation that the audience strategy was reaching shoppers whose expectations aligned with Coterie’s premium offerings.³ When the right customers find the right products, satisfaction follows.

Advertising efficiency improved substantially, with overall ROAS increasing 54% while cost-per-click decreased 22.5%.⁴ Amazon DSP delivered a 58.5% ROAS lift in its first month of activation, demonstrating the immediate impact of extending audience engagement beyond search.⁵

The Brand Store rebuild contributed a 7% conversion rate lift, with subpage sales growing 81% for diapers, 49% for wipes, and 101% for pants—proving that the premium experience converted arriving audiences into buyers across the full product assortment.⁶

The success demonstrated that a focused audience strategy—built around genuine shopper need-states and supported by a premium brand experience—drives both acquisition and retention simultaneously, creating compounding value over time.

Sources

^1-6 Coterie, U.S., 2025-2026.