Global Overview helps Traditional Medicinals outperform in streaming TV with AI creative

Goals

Traditional Medicinals, a mid-sized consumer packaged goods brand selling on Amazon, brings clinically informed, sustainably sourced plant-based remedies to consumers through accessible, everyday formats like tea. They wanted to expand their advertising strategy into upper-funnel channels. The brand had a clearly defined audience—women ages 45 to 65 with an affinity for home, tools, and DIY (do-it-yourself)—but had never activated a streaming TV campaign. The opportunity was significant: reaching new audiences through video storytelling on one of the most engaging ad formats available.

However, Traditional Medicinals faced a fundamental barrier. They had no existing product video assets, and conventional video production—coordinating creative teams, production vendors, and client review cycles—typically stretches across months. That timeline was incompatible with the brand’s goals. The gap between strategy and execution meant upper-funnel opportunities were going unrealized. Traditional Medicinals needed a way to move from concept to an active streaming TV campaign without the delays of traditional production workflows.

The brand partnered with Global Overview, an Amazon Ads Advanced Partner and a full-service, technology-driven agency focused on Amazon, to find a solution that could bridge this gap, maintain brand standards, and deliver a production-ready streaming TV asset at a pace that traditional methods couldn’t match.

Approach

Global Overview secured early access to Creative Agent—an Amazon Ads AI-powered creative tool available through Creative Studio—and integrated it directly into the Traditional Medicinals workflow. Rather than treating the tool as a shortcut, Global Overview approached it as a creative collaborator, embedding strategic audience insights into every stage of the process.

A strategist and a single designer guided the tool, shaping prompts, refining outputs, and ensuring every frame aligned with the brand’s identity. The creative brief was grounded in the audience definition: women ages 45 to 65 with a strong affinity for home, tools, and DIY. Creative Agent translated that segmentation into multi-scene visual storytelling, voiceover, and a streaming TV-ready asset within one streamlined workflow.

The team used Creative Agent to brainstorm concepts, generate visuals, and iterate rapidly—without waiting for external production resources. AI-generated visuals were paired with approved brand graphics and fonts to meet Traditional Medicinals’ brand standards. This was an editorially rigorous process: Global Overview shaped, reviewed, and refined each output to ensure creative quality and brand compliance. The result was a production-ready streaming TV asset delivered in three weeks from concept to live campaign, including client review cycles—a timeline that would have been impossible through conventional production.

This approach demonstrated how AI enhances human creativity, enabling brands without existing video assets to activate upper-funnel advertising at a pace and quality level that traditional workflows can’t match.

Traditional Medicinals’ streaming TV ad

Results

The campaign exceeded expectations across key customer acquisition metrics. To assess the AI-generated asset's performance, Global Overview compared results against a comparable, traditionally-produced streaming TV campaign running in the same period, and the AI creative matched or outperformed it across every meaningful measure.

The AI-generated campaign delivered a 1.24x higher NTB purchase rate than the comparable campaign, meaning it acquired new customers with no prior upper-funnel brand exposure at a meaningfully better rate despite being a first-time AI-produce asset.¹Cost per new customer acquisition was also 1.14x more efficient, and the add-to-cart (ATC)-to-purchase rate was 1.36x higher—indicating that the audiences the AI creative reached converted from consideration to purchase at a stronger rate than those exposed to the traditionally-produced asset.²

Time to market was reduced to three weeks from concept to live campaign, including client review cycles.³ What would have taken months through traditional production was accomplished in a fraction of the time, representing a fundamental operational shift. This enabled a brand with no video assets to activate streaming TV at previously impossible speed.

Beyond the immediate performance gains, this campaign established a repeatable methodology for brands facing similar creative barriers. The success demonstrated that AI-powered creative production, guided by strategic human oversight, can deliver streaming TV assets that perform on par with conventionally produced creative. For brands looking to scale upper-funnel advertising, this approach offers a way to move faster, test more frequently, and activate channels that were previously out of reach.

Sources

^1-2 Traditional Medicinals, US, 2025–2026. Comparisons based on Smooth Move STV (AI-generated creative) vs. traditionally-produced creative, both campaigns active October–November 2025.

³ Traditional Medicinals, US, 2025–2026.