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Industry
Beauty & Personal Care
Challenge
TIGI was losing market share on Amazon UK and lacked awareness among Gen Z. Existing activity captured demand but did not create it.
Results
The campaign reached 1.3M users and delivered 19M+ impressions. New-to-brand purchases increased by 31%.
Key Product
Bed Head by TIGI styling products
About TIGI
TIGI, part of Elida Beauty, is a professional salon-quality hair care brand with deep roots in the salon industry. Known for its creative and high-performance styling products, TIGI has built a loyal following among hair professionals and consumers alike. The brand's product range spans styling, care, and color, with products designed to deliver salon-quality results at home.The Challenge
Heading into Q4 2025, TIGI was experiencing declining market share on Amazon UK and low brand awareness among Gen Z consumers (females aged 18–34), the audience critical for its long term growth. Existing search and display activity was capturing in-market demand, but wasn't introducing the brand to new shoppers. TIGI needed a format that could tell a product story and build genuine consideration among audiences who had no exposure to the brand before.
Our Approach
Podean designed a full-funnel, video-first commerce strategy to introduce TIGI to new audiences and guide them from discovery to purchase.
Driving awareness through premium CTV: We ran two 30-second non-skippable ads on Prime Video over a four-week period. The campaign targeted females aged 18 to 34 and excluded past purchasers to maximize new-to-brand reach. This ensured every impression reached a new potential customer.
Turning insight precision targeting: Amazon Marketing Cloud (AMC) analysis revealed that Prime Video viewers converted after more than seven days, a behavior that differed from standard display benchmarks. We used this insight to build a timed retargeting sequence across Amazon DSP and Online Video. This ensured the campaign reached users when purchase intent was strongest.
Capturing demand at the point of intent: AMC path analysis revealed most exposed users ultimately converted through branded search. We ensured Sponsored Brands and Sponsored Products were supported to capture that demand, with Sponsored Brands Video carrying the same creative to maintain consistency at the point of purchase.
Campaign effectiveness was independently validated through a Circana brand-lift study conducted in partnership with Amazon.
The Results
The campaign delivered measurable impact across the full funnel and demonstrated the value of an insight-led video strategy. It generated more than 19 million impressions and reached 1.3 million unique users within four weeks.
Prime Video played a central role in expanding TIGI’s audience and delivered 976,177 impressions to 265,407 incremental Gen Z users who had no prior exposure to the brand. Engagement remained strong, with a 97% video completion rate at the top end of benchmark ranges.
New-to-brand purchases via Amazon DSP increased by 31% compared to the previous four-week period. Prime Video viewers and cart abandoners delivered the highest new-to-brand purchase rates at over 80%, which confirms the effectiveness of the AMC-informed retargeting strategy.
The campaign did more than drive conversions. It introduced TIGI to a new generation of shoppers and strengthened its position in a highly competitive category.
Ready to Grow Your Brand?
At Podean, we help brands unlock growth through data-driven, full-funnel Amazon strategies that connect media, insight, and commerce. Whether your goal is to grow awareness, reach new customers, or improve long-term performance, we build solutions that deliver impact across the shopper journey.
Let’s build your next phase of growth on Amazon.
