WaterWipes: Driving Sustainable Growth with a Full-Funnel Strategy

About WaterWipes 

WaterWipes is a globally trusted leader in wipes and baby care, renowned for its dedication to creating wipes made with safe and natural ingredients. Its focus on gentle care has made WaterWipes a trusted choice for many households worldwide.

The Challenge

On Amazon Australia, WaterWipes faced mounting competition that made it increasingly difficult to sustain visibility and sales momentum. At the same time, with much of its focus on its original product line, the brand became more susceptible to heavy discounting tactics. Frequent price drops not only eroded margins but also led to Buy Box losses, directly affecting sales performance and overall revenue growth.

To address these challenges and unlock long-term growth, WaterWipes strategized with Podean, its longtime partner, to revamp its Amazon advertising approach.

Our Approach

Podean recognized that achieving long-term growth for WaterWipes would take more than lower-funnel optimization. The team designed a holistic, full-funnel strategy that engaged shoppers from initial awareness all the way through to brand loyalty.

Drawing on insights from Amazon Marketing Cloud (AMC), Podean built an integrated strategy using Amazon DSP and Sponsored Ads. This ensured that WaterWipes reached the right audience with the right message at every stage of the journey:

• Awareness: Amazon DSP campaigns expanded reach by engaging entirely new audiences and excluding prior engagers, helping drive brand discovery.
• Consideration: Sponsored Products and Sponsored Brands targeted competitive and category-relevant keywords to capture shoppers actively researching alternatives.
• Conversion: Branded Sponsored Ads and DSP retargeting re-engaged high-intent shoppers who had visited product pages but hadn’t yet purchased.
• Loyalty: Branded defense and retargeting campaigns reinforced WaterWipes’ presence and drove repeat purchases through Subscribe & Save.

By aligning audience segmentation, creative messaging, and media investment, Podean ensured every customer touchpoint delivered a consistent and impactful brand experience.

The Results

The full-funnel approach generated strong results across every stage, reinforcing WaterWipes’ position in a competitive category and driving sustained business growth:

• Stronger brand visibility: +216% increase in impressions and 52% reduction in CPMs
• Higher engagement: +80% growth in clicks and 15% lower CPCs
• Improved sales performance: +52% increase in media-attributed sales and 20% uplift in total topline sales
• Expanded customer base: +14% growth in new-to-brand (NTB) sales
• Long-term customer retention: 360 Subscribe & Save sign-ups

AMC analysis revealed that shoppers exposed to all four campaign stages generated the highest sales volume and NTB rate, accounting for 35% of total purchases. This ultimately proved the value of a truly connected, full-funnel approach.

"The team at PODEAN has been the key enabler for our business in unlocking value from Amazon in Australia. A responsive and collaborative working style combined with subject matter expertise in content, advertising, and all things Amazon makes them fantastic partners for growth."

– Martin Liebenberg, Key Account Manager ANZ

Ready to Accelerate Your Brand’s Growth on Amazon?

At Podean, we help ambitious brands like WaterWipes turn challenges into growth opportunities through data-driven, full-funnel Amazon strategies. Whether you’re looking to expand reach, capture new customers, or drive long-term loyalty, we will help you win across every stage of the shopper journey.

Partner with Podean today and start driving sustainable growth on Amazon.