Luzern eCommerce helps Optibac Probiotics grow brand searches 119% with full-funnel strategy

Goals

Optibac Probiotics (“Optibac”), a premium vitamins and supplements brand in the United Kingdom, set out to accelerate growth through an integrated full-funnel strategy. While the brand had maintained a strong position in their category, the customer journey had become fragmented—shoppers were lost between awareness and purchase, and an over-reliance on lower-funnel media delivered short-term results without building a sustainable pipeline.

The scale of the opportunity was significant. Amazon Marketing Cloud (AMC) analysis revealed that only 60% of the category was ad-touched in the six months prior to campaign launch, leaving 6.6 million users unreached. Awareness and consideration audiences had declined 31.3% year-over-year during this period, while new-to-brand (NTB) purchasers had plateaued at approximately 50% since 2023. AMC also revealed where shoppers disengaged—before building consideration or intent—and showed that fragmented touchpoints created non-linear paths to purchase.

Optibac partnered with Luzern eCommerce, an Amazon Ads advanced partner that helps brands grow on Amazon through insight-driven technology and advertising expertise. The objectives were clear: rebuild awareness, deepen consideration, improve conversion efficiency, and increase long-term customer value through a connected full-funnel strategy timed to peak ahead of January’s category surge.

Approach

To help Optibac reach shoppers earlier and more effectively, the team developed an integrated full-funnel strategy orchestrated through Amazon Marketing Cloud (AMC). The shift was deliberate: rather than waiting for peak-season demand and competing on conversion alone, the strategy created demand proactively—enabling fluid movement between touchpoints rather than treating funnel stages as separate silos.

To build awareness at scale, streaming TV ads via Prime Video and Fire TV, combined with TripleLift and Amazon Publisher Direct deals, delivered premium reach across Amazon and the open internet. TripleLift’s proprietary AI (TLSpark) dynamically optimized creative formats, audiences, and supply paths, while Brand+ efficiently reached high-value shoppers.

To deepen consideration and move shoppers closer to purchase, Amazon DSP In-Market and Lifestyle audiences were complemented by Performance+, which optimized bids, placements, and reach in real time. AMC identified drop-off points between exposure and purchase, informing sequencing, custom audiences, and recency controls. The approach proved its value: AMC validated that connected upper-funnel and Sponsored Products journeys delivered a 0.5% purchase rate versus 0.2% for Sponsored Products alone.

To capture high-intent demand at conversion, Sponsored Products, Sponsored Brands, display ads, and Amazon DSP remarketing re-engaged viewers, purchasers, and basket abandoners. AMC revealed that upper and lower-funnel paths were 3x stronger when connected, while branded-search detail page view rates reached 4.3%—informing structured 3+ touchpoint journeys that moved shoppers fluidly from discovery to purchase.

Results

The campaign exceeded every target across all funnel stages—and the results extended beyond Amazon.

At the awareness level, brand searches increased 119% against a 30% target, supported by 26.7 million impressions and 32% incremental reach.¹ Open-internet activation contributed to a 17% increase in purchasers, proving the value of reaching new audiences in premium environments.²

Consideration metrics showed equally strong progression: detail page views increased 70% against a 25% target, demonstrating that awareness translated into genuine engagement rather than superficial reach.³ At conversion, NTB purchasers reached 53% (up 4.8 percentage points year-over-year), successfully recruiting new customers at scale.⁴ AI-optimized activation delivered efficient growth, with total advertising cost of sales increasing just 2.7 percentage points despite a 46% increase in spend.⁵

Long-term business impact validated the strategy’s durability. Repeat purchase increased 8 percentage points year-over-year and sales per customer grew 27%, demonstrating increased customer lifetime value.⁶ Collectively, this delivered 1.66 percentage points of year-over-year market share growth—peaking at 20.7% share in December, the highest ever achieved—and three consecutive record revenue months.⁷ Furthermore, a 0.86 return per unit spent was observed on Optibac’s own webstore, evidencing impact beyond Amazon.⁸

By connecting every stage of the funnel through AMC-orchestrated insights, Luzern helped Optibac transform fragmented touchpoints into a cohesive growth engine. The strategy proved that investing in awareness and consideration—rather than relying solely on lower-funnel activation—creates compounding value: stronger brand searches, higher repeat purchase rates, and sustainable share growth. With three consecutive record revenue months and impact extending beyond the Amazon store, the partnership demonstrates how a connected, insight-driven approach helps brands scale with efficiency and durability.

Sources

^1-8 Optibac Probiotics, U.K., 2025 – 2026