Goals

When Tork entered the U.S. marketplace, they faced a challenge familiar to many European brands: competing against established American companies with substantial marketing budgets and household-name recognition. Their products were top-notch, but getting businesses to notice? That was the real test.

The janitorial and sanitation space is crowded with legacy brands that have spent decades building relationships with facility managers and procurement teams. For a European challenger brand, breaking through required more than just quality products—it demanded a fresh approach to reaching decision-makers where they were already shopping and researching.

Approach

Tork made a strategic move by launching their first-ever video campaign through Amazon Ads, using online video (OLV) and streaming TV (STV). The results were strong enough to inspire a more sophisticated approach. They developed a full-funnel strategy that delivered tailored messaging across video, display, and sponsored ads to three distinct B2B segments, meeting business buyers wherever they were in their purchasing journey. Tork focused on precision—understanding that facility managers research differently than procurement specialists, and that small business owners have different needs than enterprise buyers. Each segment received messaging designed specifically for their priorities and pain points.

Results

The numbers tell the story. Tork's approach showed a 225% lift in ad-attributed branded searches and a 32% increase in new-to-brand Amazon Business shoppers year-over-year.¹ The success became a blueprint. Tork's U.S. strategy was scaled to the company's global account teams, proving that the right digital approach transforms marketplace entry challenges into competitive advantages. What started as a test in one marketplace became a playbook for international expansion.

Tork's story shows that challenger brands can compete and win against established category leaders with the right digital advertising tools. By combining video's storytelling power with targeted display and search advertising, B2B brands build awareness, drive consideration, and convert new customers at scale.

The key is understanding your audience segments and meeting them with relevant messages at the right moment. Whether someone is just discovering your brand or ready to make a purchase, a full-funnel strategy ensures you're present throughout their journey. Success comes from knowing your buyers, tailoring your approach, and staying committed to data-driven optimization.

Sources

¹ Amazon Internal, August 2025. Performance metrics are based on a single advertising campaign and may not reflect future results.