Case study
Perpetua and Cartograph help Davids Toothpaste achieve 2,421% purchase rate lift
By combining Cartograph’s full-funnel media strategy with Perpetua’s automation and Amazon Marketing Cloud insights, they helped Davids Toothpaste achieve 78–83% new-to-brand (NTB) share and improve purchase rates via coordinated multi-touch campaigns.
key insights
+2,421%
Purchase rate lift with multi-touch vs. single-channel approach.
78–83%
NTB share; driven by audience activation, which helped expand their customer base.
+300%
CTR lift; video creative outperformed static formats and helped improve engagement.
Goals
Davids Toothpaste, a small-to-mid-sized beauty and personal care brand selling on the Amazon store, was ready to scale new-to-brand (NTB) growth and revenue while maintaining efficiency in an increasingly crowded category. Previous efforts relied on siloed campaign types and last-touch attribution, which limited visibility into how upper- and mid-funnel tactics influenced conversions. The brand needed a coordinated approach that could unlock full-funnel insights and drive scalable customer acquisition.
The challenge required expertise that no single partner could deliver independently. Cartograph, an agency partner specializing in media strategy and creative deployment, brought the strategic vision—but lacked scalable, real-time optimization capabilities. Perpetua, a technology partner specializing in automation and advanced analytics and an Amazon Ads Advanced partner, brought the execution engine—but required strategic direction to unlock its full potential. Together, they set ambitious objectives: improve NTB percentage beyond 60%, increase purchase rates through multi-touch engagement, lift return on ad spend (ROAS) by at least 15%, and improve media efficiency across the full funnel.
Approach
The partnership’s breakthrough insight centered on recognizing that scaling Davids Toothpaste required moving beyond last-touch attribution to understand the true value of every touchpoint in the customer journey. Cartograph led the strategic architecture—designing the full-funnel media plan, identifying growth opportunities, and developing creative frameworks—while Perpetua powered execution through bid automation, real-time optimization, and advanced Amazon Marketing Cloud (AMC) analytics.
The team built a coordinated full-funnel strategy across three stages. At the top of the funnel, Sponsored Brands video and Performance+ customer acquisition campaigns worked alongside Amazon DSP in-market audiences to build awareness among new shoppers. Mid-funnel tactics included Sponsored Products video and AMC audience bid boosts to engage consideration-stage shoppers. At the lower funnel, Amazon DSP retargeting and Performance+ campaigns helped convert high-intent audiences.
The foundation of this approach was AMC. The partners leveraged path-to-purchase reporting to move beyond last-touch attribution and understand how multiple touchpoints worked together to drive conversions. They co-developed audience strategies including search term and add-to-cart retargeting via AMC, creating a closed-loop system where insights informed execution and continuously improved outcomes.
Creative strategy played a critical role. Cartograph designed video-first creative that aligned with each funnel stage, while Perpetua’s automation ensured these assets were deployed with optimal timing and bid adjustments. The result was a seamless integration of strategic thinking and technical execution—each partner amplifying the other’s strengths.
Eric Buss, Founder & CEO, Davids Health Sciences, Inc.Amazon Ads helped us drive measurable growth by activating shoppers across the funnel.
Results
The results exceeded all objectives, validating the power of coordinated multi-touch strategies over single-channel approaches. Shoppers exposed to the coordinated multi-touch strategy achieved a +2,421% higher purchase rate compared to those reached through a single channel—far surpassing the +500% goal.1 This demonstrated that orchestrated full-funnel engagement fundamentally changes shopper behavior.
Creative performance proved equally impressive. Sponsored Products video delivered up to +300% higher click-through rates compared to static Sponsored Products formats, exceeding the +100% goal and confirming the value of video-led creative across the funnel.2
New-to-brand acquisition reached an average NTB purchase share above 80%, substantially outperforming the 60% benchmark.3 Amazon DSP in-market audiences for the category consistently drove 78%+ NTB performance with efficient NTB ROAS, while AMC-powered audiences scaled to 83%+ NTB purchase rates, reinforcing both prospecting success and conversion efficiency.4 ROAS improved +26.8% to +29.4% through Performance+ campaigns compared to standard retargeting—nearly doubling the +15% goal.5 Media efficiency gains were substantial, with effective cost per mille (eCPM) decreasing 77.1% through Performance+.6
Beyond the immediate performance gains, this campaign established a repeatable model for agency-tech partner collaboration—combining Cartograph’s expertise in media orchestration with Perpetua’s automation and AMC-powered insights to drive full-funnel growth.
Sources
1–6 Davids Toothpaste, U.S., 2026.