In the dynamic beauty and personal care industry, Nécessaire has established itself as a pioneering brand that's reshaping the landscape with its gender-neutral, sustainable approach. The brand has carved out a unique niche by creating pH-optimized, clean, and high-performing everyday essentials that bridge the gap between skincare efficacy and daily body care needs.

As Nécessaire expanded their presence on the Amazon store, they faced a significant challenge. The brand needed to acquire new customers without affecting their existing direct-to-consumer (DTC) base. This challenge was particularly complex as they aimed to maintain their omnichannel presence while ensuring their advertising efforts reached genuinely new audiences.

To address these challenges, Nécessaire partnered with Gigi, a leading ad tech solution provider specializing in Amazon DSP ads, and their agency Cartograph. Gigi's expertise in enabling insights collaboration across first-party channels, and Amazon Ads signals via Amazon Marketing Cloud (AMC) on AWS Clean Rooms proved to be the ideal solution for their needs.

The innovative insights collaboration framework

The collaboration framework was built on a sophisticated integration between multiple parties. Gigi partnered with Nécessaire's Customer Data Platform (CDP), Daasity, to create a secure environment for insights collaboration. This partnership enabled them to connect with Nécessaire's Daasity Snowflake instance, maintaining information integrity while adhering to strict privacy standards. Through this integration, they achieved a substantial match rate when examining customer, sales, and product insights. This significant achievement allowed Nécessaire and Cartograph to develop more relevant audience strategies while maintaining data security and compliance.

Strategic implementation of Streaming TV campaigns

The campaign strategy centered around Amazon Streaming TV ads, carefully designed to boost brand awareness and reach potential customers across premium TV inventory, including Prime Video ads. What made this approach unique was the sophisticated use of custom AMC rule-based and lookalike audiences created through Gigi's suite of tools. To ensure engagement with new-to-brand customers, Cartograph implemented an innovative exclusion strategy. They created rule-based exclusion audiences within Gigi that filtered out all past purchasers from the previous 365 days across both Amazon and DTC channels. This approach ensured their advertising reached only genuine potential new customers.

Measuring cross-channel success

The results of this innovative approach were remarkable. The collaboration led to a significant 29%¹ lift in assisted new-to-brand sales when measuring impact across both channels compared to Amazon alone. The campaign's success was further evidenced by a 53%² lift in assisted detail page views and a 14.7%³ increase in assisted new-to-brand purchases.

The campaign's success extended beyond just new customer acquisition. Nécessaire witnessed a compelling 17%⁴ lift in assisted ROAS. Perhaps most notably, 35%⁵ of assisted detail page views and 22.9%6 of assisted new-to-brand sales occurred on their DTC site, validating the effectiveness of Amazon Streaming TV ads in their upper-funnel omnichannel strategy.

Industry recognition and future implications

The success of this campaign has set a new benchmark in the industry. As noted by Gloria Steiner, Head of Product at Gigi, "We believe every brand activating Amazon DSP campaigns should leverage first-party data collaboration as a foundational tenet of their advertising strategy.” This sentiment was echoed by Calvin Lammers, SVP of Digital + Media at Nécessaire, who praised the seamless and privacy-compliant nature of the data collaboration process.

Building on this success, Gigi has since developed several custom AMC lookalike audiences that incorporate signals from Amazon, DTC, and Stackline Shopper OS insights. These advanced capabilities are now available to Gigi customers across Amazon DSP campaigns, enabling better shopper engagement and more accurate measurement of campaign impacts on commerce outcomes.

The campaign results demonstrate the powerful potential of combining sophisticated insights collaboration with strategic audience engagement in the modern retail landscape. It showcases how brands can successfully navigate the complexities of omnichannel marketing while maintaining customer privacy and achieving significant business results.

Sources

^1-6 Nécessaire, Inc., US, 2024