Case study
Mindgruve helps Fackelmann achieve 83.1% new-to-brand rate with influencer-led strategy
By partnering fitness influencer Pamela Reif with a full-funnel Amazon Ads strategy, Mindgruve helped century-old brand Fackelmann reach younger audiences, exceeding impression goals by 15% and more than tripling the click-through rate benchmark.
key insights
83.1%
New-to-brand customer rate, with influencer storytelling driving first-time buyers
+15.1%
Above reach objectives, driving 36.8M impressions
3x
The 0.2% category benchmark for click-through rate with 0.635%
Goals
Fackelmann, a German heritage kitchen brand founded in 1919, had built strong recognition among loyal customers over more than a century. However, insights from Amazon Marketing Cloud (AMC) revealed a significant audience gap: 65% of organic reach on Amazon was concentrated among shoppers aged 45 and older. While this core audience remained valuable, the brand needed to expand their relevance to younger shoppers under 45 to sustain long-term growth.
Fackelmann partnered with Mindgruve, a modern media, commerce, and data technology company, to reposition the brand as a culturally relevant lifestyle choice for a new generation of shoppers. As an Amazon Ads advanced partner, Mindgruve brings deep channel expertise and advertising technology that helps brands scale on the Amazon store. The objectives were ambitious: generate 32 million impressions, achieve a click-through rate above the 0.2% category benchmark, reach a video completion rate exceeding 35%, drive a detail page view rate above 0.45%, and—most critically—acquire new-to-brand (NTB) customers at scale among younger demographics.
Approach
Mindgruve recognized that Fackelmann's challenge wasn't about product quality or price—it was about cultural relevance. Younger shoppers weren't rejecting the brand; they simply hadn't been given a reason to consider it. Rather than relying on traditional product-focused advertising, Mindgruve helped develop an emotional storytelling approach that would connect the brand to a lifestyle that younger audiences already aspired to.
The centerpiece was a partnership with German fitness influencer Pamela Reif, who became the face of Fackelmann's new "Signature Series" cookware collection. This wasn't a conventional endorsement—it was a strategic repositioning that associated a century-old brand with modern wellness culture and aspirational living.
Mindgruve helped orchestrate a strategy spanning awareness to purchase across Amazon's channels. At the upper funnel, Prime Video ads introduced the Pamela Reif collaboration to broad audiences, leveraging high-impact video to build emotional connection and awareness. Amazon DSP extended reach across additional channels, engaging shoppers who matched the desired younger demographic profiles. Sequential remarketing then reinforced the message. Tailored creative moved engaged viewers through consideration and deepened the brand narrative. At the lower funnel, sponsored ads captured high-intent shoppers ready to convert.
The strategy leveraged AMC for audience analysis and Performance+ AI optimization to dynamically allocate budget across touchpoints based on real-time signals. This allowed Mindgruve to continuously refine which audiences were responding and shift investment toward the highest-performing paths to conversion.
Creative consistency was essential throughout. Every touchpoint—from Prime Video ads through Amazon DSP to product detail pages—maintained the same lifestyle-forward visual identity, ensuring shoppers experienced a cohesive brand story regardless of where they encountered Fackelmann.
Simon Strauß, Senior E-Commerce & Advertising ManagerMindgruve successfully translated Fackelmann’s heritage into the digital landscape through an innovative full-funnel approach featuring Pamela Reif.
Jörg Adelmann, Head of E-Commerce
Results
Total impressions reached 36.8 million, surpassing the 32 million goal by 15.1%.1 Click-through rate achieved 0.635%—more than tripling the 0.2% category benchmark.2
Video performance was equally strong. Video completion rate reached 43.6%, exceeding the 35% benchmark by nearly 25%.3 Detail page view rate hit 0.67%, outperforming the 0.45% benchmark by 49%.4
The full-funnel approach proved particularly effective at driving conversions. Shoppers exposed to the combined Prime Video, Amazon DSP, and sponsored ads journey achieved a 7.75% purchase rate—over 7x higher than shoppers who only saw Sponsored Products and Sponsored Brands ads (1.07%).5
Most importantly, 83.1% of customers acquired were NTB—confirming that the strategy successfully reached first-time Fackelmann buyers.6
The campaign also delivered on its core demographic objective, generating approximately 3 million impressions among the 18–34 age cohort.7 Beyond immediate acquisition, the results showed lasting brand equity: new customers averaged 1.2 repeat purchases, suggesting the lifestyle repositioning created genuine affinity rather than one-time trial.8
The success demonstrated how heritage brands can evolve their positioning without abandoning their identity—using influencer-led storytelling and full-funnel orchestration to reach new audiences while preserving the trust built over decades.
Sources
1-8 Fackelmann, Germany, 2025-2026.