Goals

In the competitive hydration category, Ultima Replenisher emerged as an inspiring success story, demonstrating how strategic thinking and data-driven decisions can help brands thrive against well-funded competitors. Despite pressure from peer brands, Ultima Replenisher partnered with Global Overview and Amazon Ads to transform their market presence and build lasting consumer relationships.

The campaign began with a clear vision: to increase market share, drive new-to-brand growth, and build brand awareness in a highly competitive landscape. Ultima Replenisher faced the challenge of standing out in a category dominated by established brands with significantly larger advertising budgets. The brand needed to find innovative ways to reach and engage relevant audiences while maximizing their investment efficiency.

Approach

Working collaboratively with Global Overview and Amazon Ads, Ultima Replenisher developed a comprehensive approach that went beyond traditional metrics. The strategy focused on leveraging Amazon Marketing Cloud's advanced analytics to uncover unique audience opportunities and optimize their full-funnel marketing approach.

The campaign utilized a diverse mix of Amazon Ads solutions to engage consumers across multiple touchpoints, including sponsored ads, Fire TV, and Prime Video ads to reach audiences throughout their shopping journey. A particularly innovative aspect was their approach to audience discovery, which led them to identify and engage unexpected consumer segments, demonstrating the power of data-driven audience insights.

The team moved beyond traditional return on ad spend (ROAS) metrics to focus on more comprehensive measurements, including total advertising cost of sale (TACOS) and customer acquisition cost (CAC). This broader measurement framework allowed for more strategic optimization and better alignment with long-term business objectives.

Creative execution played a crucial role, with video content proving particularly effective. The brand developed tailored messaging that resonated with different audience segments, testing various creative approaches to determine the most engaging formats and messages.

Results

The campaign's results tell a compelling story of success against the odds. Ultima Replenisher achieved a remarkable 305% year-over-year increase in new-to-brand consumers by July 2025.¹ Market share grew from 8.7% to 9.3%, while repeat purchase growth reached an impressive 89%.²

Video advertising proved particularly effective, with new-to-brand rates increasing from 38% to 75% when consumers were exposed to video ads.³ The brand's presence across Amazon's digital landscape yielded strong engagement metrics, including a 10.6% lift in attitudes and a 4.5% lift in consideration among the 18–24 age group. Mobile web performance was particularly strong, achieving a 7.4% lift in awareness and 6.1% lift in both ad recall and intent.⁴

The campaign's success extended beyond immediate sales metrics to build sustainable consumer relationships. By focusing on long-term value and purchase frequency, Ultima Replenisher established a foundation for continued growth and consumer loyalty.

The key lessons from this campaign underscore the power of strategic thinking over spending power. Success came from understanding and optimizing the consumer journey, being willing to test new formats and placements, and maintaining a clear focus on building lasting consumer relationships. The campaign demonstrates that with the right combination of data-driven insights, creative execution, and strategic partnership, challenger brands can effectively compete and thrive in highly competitive categories.

Sources

^1-4 Amazon internal, US, 2025