Tinuiti helps Liquid IV achieve 48% new-to-brand purchases with full-funnel video strategy

Goals

Liquid IV, a food and beverage brand in the hydration category, sought to expand their customer base ahead of Prime Day 2025. While the brand had established a strong presence on the Amazon store, they faced the challenge of reaching new audiences in a crowded category where multiple well-known brands vie for shopper attention. They set an ambitious goal of reaching 44% new-to-brand (NTB) share through their pre-Prime Day campaign.

The brand partnered with Tinuiti, one of the largest independent full-funnel performance marketing agencies in the U.S. and an Advanced Amazon Ads partner, to develop a lead-up media strategy focused exclusively on building awareness and consideration among net new customers. The objective was clear: use the weeks leading into Prime Day to fill the upper funnel with new audiences who would then convert during the tentpole event. To measure success, the team planned a Lucid brand study to quantify lifts in awareness, favorability, and consideration, alongside Amazon Marketing Cloud (AMC) analysis to connect upper-funnel exposure to downstream shopping behaviors.

Approach

Tinuiti helped develop an integrated full-funnel media strategy centered on video-first storytelling. Recognizing that video formats offer the strongest emotional connection with new audiences, the team prioritized streaming TV ads and online video placements delivered through Amazon DSP. To ensure every impression reached an incremental audience, Tinuiti deliberately excluded past purchasers from all campaign audiences—a strategic decision designed to maximize reach expansion rather than re-engage existing customers.

The campaign also incorporated an audio ads test, extending reach into moments when audiences were engaged with audio content but not actively viewing screens. This multi-format approach allowed Liquid IV to surround potential new customers across different content experiences throughout their day.

Tinuiti measured the incremental impact of campaign exposure on downstream behaviors including branded searches, product detail page visits, and purchases. A Lucid brand study provided third-party validation of upper-funnel impact across awareness, favorability, and consideration metrics. This dual-measurement framework—combining first-party AMC insights with third-party brand lift research—gave the team a comprehensive view of campaign effectiveness across the entire funnel.

Results

The campaign exceeded all stated objectives. New-to-brand purchases reached 48% of all ad-attributed purchases—surpassing the 44% goal.¹ This improvement over the brand’s historical NTB rate, validated the strategy of excluding past purchasers and focusing on new audience acquisition.

The Lucid brand study confirmed upper-funnel impact, with a 2.2% lift in brand awareness, 1.6% lift in brand favorability, and 1.3% lift in consideration.² These results demonstrated that the video-first creative approach successfully moved new audiences through the awareness-to-consideration journey.

AMC analysis revealed that users exposed to the campaign were 1.6x more likely to perform branded searches, 1.4x more likely to visit a product detail page, and 1.1x more likely to make a purchase compared to unexposed users.³ This connected the upper-funnel investment directly to measurable downstream shopping behaviors, proving the value of awareness-stage media in driving full-funnel outcomes ahead of Prime Day.

The success of this approach established a repeatable framework for tentpole event preparation of building awareness among new audiences in the weeks before a major shopping event, then capturing that demand during the event itself.

Sources

^1-3 Liquid IV, U.S., 2025.