Case study
Partner Awards winner MinsterFB helps new entrant Histallay earn top 10 bestseller status
MinsterFB, an Amazon Ads advanced partner, leveraged strategic audience engagement and seasonal insights to help newcomer Histallay establish a strong standing in a competitive category on the Amazon store.
key insights
2.4X
ROAS achieved through strategic audience engagement
500,000
Unique users reached in allergy relief category
£107,000
Sales generated within first six months
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Challenger Brand (EMEA) category demonstrates how they used Amazon Ads solutions to help ambitious brands compete effectively and efficiently against category leaders to deliver measurable success. MinsterFB is the winner in this award for leveraging strategic audience engagement and seasonal insights to help newcomer Histallay reach top 10 bestseller status in their category.
Goals
Histallay, a Dr. Reddy's brand committed to providing affordable and innovative medicines, partnered with Amazon Ads advanced partner MinsterFB to establish their standing on Amazon. As a new entrant in the allergy relief category, Histallay faced the challenge of standing out among many established brands in a seasonal and popular category without existing brand equity or substantial investment. MinsterFB and Histallay focused on building awareness, trust, product ranking, and return on ad spend (ROAS) from the ground up. Timing was critical; they needed to reach relevant audiences and drive meaningful sales in a category where one leader was driving over 60% of sales.
Approach
MinsterFB developed a strategy around audience intent, using Amazon Marketing Cloud (AMC) and Amazon DSP audience insights to gain critical insights into shopper behavior. The insights uncovered key audience segments that overlapped for allergy relief, finding that shoppers often begin with nasal sprays or balms before purchasing tablets. With these insights in mind, the team designed a comprehensive three-tiered shopper engagement model using sponsored ads to capture high-purchase moments while leveraging Amazon DSP to reach relevant but often overlooked audience segments.
Additionally, they incorporated pollen and weather insights to guide spend pacing, enabling the campaign to capitalize on seasonal triggers effectively. The strategy layered in Sponsored Brands video during key phases to expand reach. Creative experimentation allowed them to use the right messages at the right times. Daily dashboards, pollen forecasts, and frequent bidding adjustments shaped a highly responsive campaign with strategic impact across all touchpoints. This approach demonstrated strategic use of audience engagement and optimization, helping build the brand from scratch while maintaining robust marketing practices.
Results
Within six months, they reached over 500,000 unique users, achieved a 2.4x ROAS and generated £107,000 in attributed sales.1 Most notably, Histallay became a top 10 bestseller in their category and earned Amazon's Choice designation for "fexofenadine." These results validated MinsterFB's strategic approach to building brand presence and driving performance in a competitive space.
Reflecting on their collaboration and success, Peter Thornton, National Channel Manager for Dr. Reddy's Laboratories (parent company of Histallay) shared "MinsterFB goes far beyond what you might expect from a typical marketing agency. Their team has helped us with all aspects of the experience of effectively selling on Amazon—they’ve optimized our brand page, developed effective advertising plans, and even helped us with supply chain and finance queries. Amazon is a significantly different proposition to that presented by the rest of our customer base and MinsterFB has really helped us to navigate this and be successful."
Sources
1 Dr. Reddy’s, U.K., 2024-2025.