Remazing helps Marvis achieve 62.6% new-to-brand share with insights-driven strategy

Goals

Marvis, a premium Italian toothpaste brand known for unique bold flavors and stylish packaging, faced the challenge of growing in Amazon's crowded oral care category—a space traditionally led by large brands. These challenges included lower advertising budgets and less brand recognition and consumer trust, making it difficult for a design-led, lifestyle-oriented brand to break through.

Marvis partnered with Remazing, an Advanced Amazon Ads Partner and independent media agency based in Hamburg, Germany, to help establish a presence across Germany, U.K., France, and Spain. However, the brand needed to accelerate growth without compromising their luxury identity.

For Q4 2024, Marvis and Remazing set ambitious objectives: increase brand visibility on key browse terms like "whitening toothpaste," drive new-to-brand (NTB) penetration, improve sales rankings, increase share of voice, and achieve efficient media performance through full-funnel orchestration—all with a campaign budget of EUR 65,200.

Approach

Remazing's breakthrough insight centered on recognizing that succeeding among larger brands wasn't about scale—it was about strategic focus. Rather than attempting to outspend category leaders, the team helped develop an insights-led strategy that identified the most efficient pathways to customer acquisition and orchestrated touchpoints for maximum impact.

The foundation of this approach was Amazon Marketing Cloud. Remazing helped conduct a NTB gateway product analysis to identify which products were most effective at acquiring new customers. The analysis revealed that Marvis Whitening 85ml emerged as the clear leader across countries in Q4 2024, with a 71.5% NTB rate in the U.K. and a 77.5% NTB rate in Germany.¹

Equally important, path-to-conversion analysis showed that users exposed to four or more ad touchpoints were significantly more likely to convert. In Germany, shoppers with four or more touches achieved a 6.6% conversion rate compared to just 0.2% for those with fewer touches—a 33x improvement.² Return on ad spend (ROAS) was 6.5x higher with proper frequency management.³

Armed with these insights, Remazing structured a full-funnel activation strategy that allocated 70% of Sponsored Products budget to high-converting generic browse terms like "whitening toothpaste" and "luxury toothpaste," with 15% dedicated to brand retention and 15% to competitive acquisition.

The team helped deploy Amazon DSP dynamically based on performance and timing, with a priority focus on Germany during Q4 that included Amazon DSP campaigns engaging cart-abandoners and high-intent audiences. The visually compelling creatives maintained Marvis's premium identity while aligning with peak seasonal moments, helping to yield 2,000 additional product detail page views.⁴

Creative consistency was paramount. Remazing helped ensure a unified experience from Amazon DSP ads through Brand Store to product detail pages, with localized visuals tailored to each region's behaviors and preferences. Strategic asset reuse across formats and geographies helped maximize efficiency while maintaining brand integrity. This methodology demonstrated how challenger brands can succeed through strategic focus, insights-driven optimization, and creative consistency rather than attempting to match the spending power of category leaders.

Results

The results exceeded objectives across all key metrics. NTB share reached 62.6% in Q4 2024, confirming success in reaching first-time customers and expanding Marvis's audience base.⁵

Share of voice growth was particularly impressive. In Germany, Marvis's share of voice doubled from 7.3% in October to 15.9% in January—an 8.6 percentage point increase.⁶ In the U.K., share of voice grew from 1.1% to 4.9%, representing a 3.8 percentage point gain.⁷ These improvements occurred within the context of significant category expansion, with the U.K. oral care category growing 31%, Germany growing 15%, and Spain growing 44%.⁸

Sales rankings for Marvis Whitening 85ml improved dramatically. In Germany, the product climbed from rank #47 to #1, while in France it moved from #36 to #3.⁹ The brand achieved Bestseller status in both Germany and Spain for all 31 days in January 2025—up from zero days in October 2024. Germany also earned Amazon's Choice designation for 13 days.¹⁰

Advertising efficiency improved substantially, with ROAS increasing 70% year-over-year from 4 to 6.8 across all countries.¹¹ Clicks grew 31% year-over-year while cost-per-click decreased 38%, and both click-through rate and total advertising cost of sales improved.¹²

Beyond the immediate performance gains, this campaign established a repeatable methodology for challenger brands competing against better-funded incumbents. The success demonstrated that premium brands could win on Amazon through smart execution, insights-driven strategy, and creative consistency—without compromising brand positioning or engaging in aggressive discounting.

Sources

^1-12Marvis, FR, DE, ES, U.K., 2024-2025.