Case study
Fellow saw 75% new-to-brand increase by adding streaming TV, including FAST, to their video strategy
Learn how Fellow partnered with Amazon Ads to drive efficiency, incremental reach, and new-to-brand impact for their Aiden Precision Coffee Maker by utilizing streaming TV ads.
key insights
+97%
Increase in incremental reach vs. display only campaigns
+75%
Lift in new-to-brand vs. online video only campaigns
+40%
Greater eCPM efficiency vs. online video only campaigns
Goals
Fellow is a premium kitchen and dining appliance brand operating in a highly competitive coffee category, where many Amazon coffee machines are priced significantly lower. For the launch and continued growth of the Aiden Precision Coffee Maker, the brand’s primary goal was not simply to reach more shoppers, but to reach the right audience—consumers who value design, performance, and precision, and who are willing to invest in a higher-priced product. As a considered purchase, Aiden required thoughtful storytelling and contextual alignment to ensure their premium value proposition was clearly communicated.
Historically, Fellow had relied on online video to drive awareness, but the brand recognized that audience quality and environment mattered as much as scale. The campaign was designed to help Fellow efficiently reach incremental, high-intent audiences earlier in their discovery journey, while differentiating Aiden from lower-priced alternatives. In addition to driving new-to-brand purchases, Fellow sought to understand whether premium streaming TV environments could improve efficiency, influence branded search behavior, and better support long-term brand growth on Amazon.
Fellow’s Aiden Precision Coffee Maker was featured in their streaming TV campaign to reach premium audiences
Fellow’s minimalist coffee maker design differentiated them in the coffee category
Approach
To accomplish these goals, Fellow evolved their video strategy by expanding beyond online video and testing premium streaming TV inventory through Amazon DSP. While online video had been effective in building awareness, the brand wanted greater control over where their ads appeared and the context in which audiences encountered the Aiden Precision Coffee Maker. Streaming TV offered Fellow access to high-quality, full-screen video environments that aligned more closely with the brand’s premium positioning.
By incorporating streaming TV—including Amazon free ad-supported streaming TV (FAST) through a Private Auction deal—Fellow was able to reach audiences while they were engaged in long-form, premium content across Amazon Publisher Direct, Prime Video “Watch for Free” channels, Fire TV Channels, and Twitch. This approach allowed the brand to engage shoppers at a more intentional stage in their viewing experience, supporting consideration rather than passive exposure. Creative was optimized to highlight product craftsmanship, design, and functionality, reinforcing Aiden’s premium value. Running streaming TV alongside online video enabled Fellow to test how premium video placements could complement existing efforts and drive more efficient, high-quality reach.
Reflecting on this strategy, Madeline Dillashaw, Sr. Amazon Manager, Global, Fellow, shared: "By leveraging strategic insights from Perpetua and our Amazon Ads account team, we developed bespoke video assets that targeted highly engaged, new-to-brand shoppers—driving a sustained lift in branded search volume on Amazon following the FAST campaign launch."
Fellow's distinctive coffee and tea brewing tools were showcased in streaming TV creative
Fellow's precision-engineered products were featured to engage high-intent coffee enthusiasts
Results
The campaign demonstrated the value of pairing premium streaming TV and online video to drive both performance and strategic learnings for the brand. Fellow achieved significant gains in efficiency, incremental reach, and new-to-brand impact, validating streaming TV as a powerful addition to their video mix. By complementing their online video spend with Amazon streaming TV, the brand saw 330% lift in impressions delivered at a +40% lower eCPM, and a +500% lift in Branded Searches.1 Additionally, 90% of purchasers influenced by ads on streaming TV were New-to-Brand (NTB), a +75% lift vs. running online video ads alone.2 Last, Fellow saw 97% incremental reach compared to display-only campaigns.3 Beyond the immediate performance results, the campaign helped Fellow confirm that premium video environments are particularly effective for higher-priced products that require stronger storytelling and context.
As a result, Fellow is now expanding its investment in FAST video across a broader product portfolio, applying these insights to additional SKUs and future launches. In 2026, the brand plans to leverage streaming TV more aggressively for new product introductions and during peak holiday periods, when gifting behavior is high and premium consideration is critical. The key takeaway is that premium video placements like streaming TV ads can help brands stand out in crowded categories, reach the right audiences at the right moment, and support long-term growth—not just short-term performance.
Sources
1–3 Amazon Internal, US, Q2-Q3 2025. Results are reflective of a single brand campaign and not indicative of future results.