Gigi helps Beekeeper's Naturals achieve 18% increase in assisted sales through Amazon Streaming TV

Goals

Beekeeper's Naturals, a pioneering wellness brand dedicated to revolutionizing medicine through natural ingredients primarily sourced from the beehive, embarked on an ambitious campaign to expand their reach and influence in early 2025. The brand, known for its science-backed remedies supporting immune health, brain function, and energy, partnered with Gigi, a verified media agency, to optimize their advertising strategy across the Amazon store.

The three-month campaign, running from January through March 2025, emerged from a critical business challenge. While Beekeeper's Naturals was experiencing strong campaign performance, they faced uncertainty about the efficiency of their budget allocation across Top of Funnel (TOF) and Middle of Funnel (MOF) Streaming TV campaigns. The team needed clarity on whether scaling their spend would deliver incremental value, particularly in reaching new audiences and driving new-to-brand sales.

Approach

The collaboration between Beekeeper's Naturals and Gigi brought forth a groundbreaking approach to campaign optimization. By leveraging Gigi's platform integration with Amazon's Reach Forecasting API, the team implemented a sophisticated solution utilizing Amazon DSP and Streaming TV capabilities. This integration allowed for real-time visualization of campaign delivery and projected reach, enabling insight-driven decisions before committing to investment changes.

The strategic approach centered on utilizing the Reach Curve directly within Gigi's platform, providing Beekeeper's Naturals with unprecedented visibility into their campaign potential. This innovative implementation allowed the team to visualize projected reach, impressions, and frequency across various budget scenarios for their Streaming TV campaigns. The analysis revealed that Beekeeper's Naturals was only scratching the surface of their available audience, positioning them at the beginning of the curve's steep incline—indicating substantial room for growth without risking audience saturation.

Through Prime Video, the campaign delivered engaging content to relevant audiences, while the integration of planning tools and first-party measurement enabled smarter, more strategic use of Amazon Ads across the funnel. This comprehensive approach allowed for real-time optimization and strategic adjustments throughout the campaign flight.

Results

The campaign's results demonstrated the power of data-driven decision-making and strategic scaling. By confidently increasing their investment across top-of-funnel (+45%) and middle-of-funnel (+40%) campaigns, Beekeeper's Naturals achieved remarkable results. The top-of-funnel assisted sales saw an 18%¹ increase, while branded search influence multiplied by 4.3x.² Perhaps most significantly, the middle-of-funnel new-to-brand purchaser influence surged by 70%³ during the three-month period.

As Gloria Steiner, Head of Product at Gigi, noted, "By integrating Amazon Ads Reach Curve directly into our platform, brands like Beekeeper's Naturals can accurately forecast how far their Streaming TV campaigns will scale before increasing investment. This visibility allows marketers to confidently plan, optimize, and extend their reach, ensuring every dollar spent drives meaningful incremental impact across the funnel."

The campaign's success was further validated by Daniel Millar, Chief Growth Officer at Beekeeper's Naturals, who emphasized how access to the Reach Curve within Gigi's platform transformed their approach to Streaming TV campaigns. The integration of planning and performance tools in Gigi’s platform provided the strategic clarity needed for efficient growth, eliminating guesswork and waste in spending.

This campaign serves as a testament to the power of combining innovative technology, strategic planning, and data-driven decision-making. By leveraging advanced tools and maintaining a focus on incremental reach and new-to-brand metrics, Beekeeper's Naturals successfully scaled their advertising efforts while maintaining efficiency and driving meaningful business results. The success of this campaign has established a new standard for how brands can approach scaling their Amazon Ads investments with confidence and precision.

Sources

^1-3 Beekeeper’s Naturals, US, 2025.