MindgruveMacarta helps Celebration Wishes expand ad reach by understanding their audiences using AMC

To expand their reach to new customers, Celebration Wishes wanted to gain a clearer view of how their audiences shopped on Amazon. They also wanted to better understand how tailoring campaigns to specific audiences would affect their purchasing behavior. The brand engaged MindgruveMacarta in 2023 to create rule-based audiences in AMC based on first-party uploaded insights. MindgruveMacarta is an Amazon Ads Advanced partner and AMC services provider that works with companies to educate, advise, and implement strategies across the Amazon marketplace.

First, MindgruveMacarta created an audience of 300 users who were getting married in 2024. After creating the rule-based audience, MindgruveMacarta used the resulting group of shoppers to create a most-similar look-alike audience on AMC. Then, the partner integrated first-party insights from Celebration Wishes into AMC to identify a single segment that they could reach with Amazon DSP. As a result, they grew the audience from 300 to 1 million shoppers.

MindgruveMacarta also created a separate audience based on the first-party insights to identify people who’d recently been on cruises. Then, they used the persona builder feature in Amazon DSP to analyze the audiences and create personas for segments with the most overlap. In one example, they created a persona based on a valuable insight from AMC: most Celebration Wishes’ customers were readers of romantic or fantasy novels.

To activate the new audiences, MindgruveMacarta and Celebration Wishes used an Amazon DSP campaign that targeted all the inventory options, including Amazon-owned and -operated supply sources, Amazon Publisher Direct, and open exchange. MindgruveMacarta tailored the brand’s ads according to the purchasing behaviors of the specific audiences they wanted to reach within the segment.

They monitored cost per mille (CPM) to understand costs and tracked click-through rate (CTR) to understand website engagements and conversions. Then, they used AMC to join signals about audience behavior, such as how purchasing decisions were affected by where in the purchasing journey a shopper saw an ad.

Celebration Wishes increased their CTR by 139% on the AMC audience created for shoppers who’d been on cruises.¹ They also achieved 90% more conversions from line items using open-exchange inventory.² In addition, the brand reduced their cost per acquisition (CPA) by 12% using bespoke creatives.³ And the brand’s CPM is 63% lower than it was on an advertising solution outside Amazon.⁴

Overall, Celebration Wishes increased incremental conversions and brought organic traffic to more pages on their website. Now, the brand plans to invest more of their budget in Amazon DSP campaigns. They’ve also launched a new line of business so that the resorts, cruise lines, and travel companies they work with can use insights from their first-party audiences as well.