Elk and Friends
How this Eco-Friendly Dishware & Drinkware Brand Doubled Amazon Sales with a Full-Funnel Advertising Strategy
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YoY Growth in Total Amazon Sales
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Lift in Ad-Attributed Sales
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Increase in DSP
New-to-Brand Orders
Beloved by parents for their stainless-steel cups, silicone plates, and utensil sets, Elk and Friends was poised for growth. But scaling on Amazon in 2025 wasn’t simple.
The Challenge
After overcoming years of inventory constraints, Elk and Friends needed to shift gears. Their advertising leaned heavily on bottom-funnel campaigns like Sponsored Products. This drove efficient conversions but left little room for new customer acquisition. In a saturated category, Elk and Friends had to build awareness, capture consideration, and still defend best-seller placements—all while keeping TACoS under control.
The Solution: A Full-Funnel Strategy
We worked with Elk and Friends to reimagine their Amazon advertising as a connected customer journey:
• Awareness: For the first time, Elk and Friends leveraged Amazon DSP to reach parents shopping for toddler dishes and baby feeding products. Sponsored Brands video campaigns introduced shoppers to the brand’s story and hero ASINs.
• Consideration: Mid-funnel efforts tripled investments in video ads and layered in competitor conquesting tactics.
• Conversion: Lower-funnel campaigns were enhanced with Amazon Marketing Cloud (AMC) audiences built on high-intent signals like add-to-carts and detail page views, closing the loop efficiently.
The team recognized Amazon’s last-touch attribution model would undervalue awareness campaigns. To counter this, we created an “Upper Funnel Contribution” model to quantify the downstream revenue impact of DSP and Sponsored Brands video.
• Awareness: For the first time, Elk and Friends leveraged Amazon DSP to reach parents shopping for toddler dishes and baby feeding products. Sponsored Brands video campaigns introduced shoppers to the brand’s story and hero ASINs.
• Consideration: Mid-funnel efforts tripled investments in video ads and layered in competitor conquesting tactics.
• Conversion: Lower-funnel campaigns were enhanced with Amazon Marketing Cloud (AMC) audiences built on high-intent signals like add-to-carts and detail page views, closing the loop efficiently.
The team recognized Amazon’s last-touch attribution model would undervalue awareness campaigns. To counter this, we created an “Upper Funnel Contribution” model to quantify the downstream revenue impact of DSP and Sponsored Brands video.
Insights That Drove Decisions
• Shoppers exposed to both DSP and Sponsored Ads converted at a 16.4x higher rate than those exposed to just one.
• The average purchase journey lasted 139 days, validating long-term awareness investment.
• Gateway ASINs with strong lifetime value (LTV) were prioritized to maximize new-to-brand acquisition.
Results That Transformed Growth
The shift to full-funnel advertising had a profound impact:
• 102% YoY growth in total Amazon sales
• 119% lift in ad-attributed sales
• 231% increase in new-to-brand orders from Sponsored Brands
• 70% increase in new-to-brand orders from DSP
• Market share gains: “toddler plates” SOV grew from 1.94% to 8.81%
A Blueprint for Growth
Elk and Friends not only doubled their revenue but also built a sustainable customer pipeline on Amazon. By aligning tactics to each stage of the funnel and grounding decisions in AMC insights, the brand scaled aggressively while maintaining efficiency.
This success story illustrates the power of a collaborative, data-driven approach to Amazon Ads—and it’s one we now apply across brands seeking to transform their advertising from performance-only to truly full-funnel.
This success story illustrates the power of a collaborative, data-driven approach to Amazon Ads—and it’s one we now apply across brands seeking to transform their advertising from performance-only to truly full-funnel.