Intentwise helps Lavazza achieve a 10-percentage point lift in new-to-brand sales

Goals

Lavazza USA, a mid-size food and beverage brand, had a core priority: grow their base of first-time buyers. To achieve this, the brand developed a two-pronged advertising strategy—upper-funnel Amazon DSP ads to build awareness among shoppers, and lower-funnel sponsored ads to convert shoppers closer to the point of purchase.

These two prongs should complement each other. But Lavazza had no direct way to follow up with shoppers exposed to Amazon DSP ads as they moved down the funnel. The brand needed to find an opportunity to connect those Amazon DSP-exposed shoppers back to their sponsored ads strategy—a critical gap in the conversion path. This siloed structure constrained new-to-brand (NTB) growth because it failed to capitalize on warm audiences that had shown interest but needed a small push to convert.

Lavazza partnered with Intentwise, an Amazon Ads Partner, to bridge the gap between upper-funnel awareness and lower-funnel conversion using Amazon Marketing Cloud (AMC).

Approach

Lavazza first wanted to ensure that their two-pronged advertising strategy was engaging new-to-brand customers. Using Intentwise's solution for AMC, which displayed automated NTB metrics, the team discovered that Amazon DSP campaigns were delivering approximately 3x more exposure to net-new shoppers than sponsored ads campaigns.¹ This validated the brand's assumption that their Amazon DSP ads were reaching truly incremental shoppers.

Next, the brand needed to ensure that they engaged those net-new shoppers further down the funnel so they made a purchase. Using Intentwise's pre-built, fully customizable library of AMC audiences, the brand selected an audience of shoppers who had been exposed to Amazon DSP ads but had not yet completed a purchase. From there, using Intentwise's AMC workflow automation, the audience was activated into Lavazza's sponsored ads campaigns, with a 30% bid boost applied to Sponsored Products and Sponsored Brands campaigns.

The bid boost ensured Lavazza would win impressions at critical lower-funnel moments for these warm, NTB-primed shoppers. The result was a tightly coordinated full-funnel strategy that turned passive awareness into active conversion—using Amazon DSP for awareness, AMC for insight and audience construction, and sponsored ads for conversion, all working in concert through the Intentwise platform.

Results

Bid-boosting on Amazon DSP-exposed shoppers drove a significant lift in new-to-brand orders. After activating the bid-boosted audience from Intentwise's AMC audience library, Lavazza saw a +10-percentage point lift in NTB sales on these bid-boosted campaigns.²

This also led to a much higher share of NTB purchasers across the whole campaign: AMC campaigns achieved a NTB user share of 32% compared to 22% for non-AMC campaigns, demonstrating significantly stronger reach into new customer segments.³ The sales of NTB shares followed the same pattern—28% of NTB sales came from the AMC bid-boosted campaigns, versus 15% for non-AMC ad campaigns—showing that new customer acquisition translated directly into revenue.⁴

Purchase rate for AMC campaigns was 0.10%, double the non-AMC rate of 0.05%, reflecting the advantages of investing additional budget to re-engage Amazon DSP-exposed shoppers.⁵

Rather than simply increasing impressions, Lavazza grew their NTB shopper metrics through a focused, tactical approach. AMC campaigns spent only approximately 8.36% of the spend budget allocated to non-AMC campaigns, yet delivered double the purchase rate and a meaningfully higher NTB sales share.⁶ This demonstrated that true audience expansion is not merely a volume game—it is about connecting the right audiences to the right moment in the funnel.

Sources

^1-6 Lavazza, United States, 2025–2026.