How Tru Niagen achieved a record sales quarter by partnering with Ad Advance on a full-funnel strategy

Founded in 2017, Tru Niagen is a developer of nicotinamide adenine dinucleotide (NAD+) supplements whose scientific advisory board includes not one but two Nobel Prize–winning NAD+ research pioneers. In addition to selling their products directly through their website, Tru Niagen markets and sells supplements on the Amazon store.

In 2023, the brand sought to boost their online sales on Amazon by increasing their Subscribe & Save subscriptions (SnSS) and NTB orders. Initially, they decided to promote their products with Amazon’s “New Year, New You” Deal of the Day, as well as a homepage takeover that would give them a large-format unit positioned above the site in March. Tru Niagen then engaged Ad Advance to create a three-month marketing campaign that would help them maximize the impact of these efforts.

Using insights from Ad Console and Amazon Marketing Cloud (AMC), Ad Advance segmented Tru Niagen’s audience into categories, such as shoppers who wanted to improve heart health vs. those who wanted to boost their immunity. These insights helped Tru Niagen and Ad Advance develop effective, creative ads that centered on gateway products that appealed to each audience segment.

Leading up to the brand’s homepage takeover in March, Ad Advance helped increase Tru Niagen’s brand visibility and recognition by reengaging the largest percentage of non-purchasers using Amazon DSP.

The teams then cross-checked their hourly performance in Amazon DSP with real-time metrics gathered from Amazon Marketing Stream, helping them enrich the quality of their business insights. Using Amazon DSP alongside Amazon Marketing Stream metrics helped Tru Niagen increase their reach per dollar by 139%.²

Ad Advance’s strategy also used sponsored ads as their lower-funnel strategy to increase the visibility of the brand’s products in shopping results and to reach shoppers with high purchase intent. Balancing sponsored ads with programmatic advertising helped Tru Niagen increase their sponsored ads sales by 14% while decreasing their budget for sponsored ads by 10%.³

To help maximize the effectiveness of their campaigns, Ad Advance ran AMC path-to-conversion queries that analyzed both repeat and NTB purchase metrics. They were then able to optimize spending for Amazon DSP retargeting efforts by ensuring the campaigns reached customers who had not made a purchase. Ad Advance also adjusted frequency settings for their campaigns and invested in lower- and upper-funnel Sponsored Products campaigns to reach shoppers with high purchase intent.

On the day of the homepage takeover, Tru Niagen saw their sales rise by 7x compared to their daily average. The company reached their all-time sales record, increasing NTB orders by 50% on the day of the event and by 93% in the brand’s first quarter.⁴ The number of customers who signed up for SnSS with Tru Niagen also increased by 67% in the first quarter.⁵

Tru Niagen and Ad Advance have sustained the momentum from the brand’s homepage takeover through digital retargeting, helping increase quarterly sales by 40% and cultivating brand loyalty.⁶