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BRAND
Waken
Eco-friendly dental brand Waken wanted to cut through a crowded category dominated by household names. By shifting focus to brand building, we helped them grow awareness, attract new customers, and create a stronger base of loyal subscribers. The campaign was so successful it was also featured by Amazon in their official case study library.
PROBLEM
Amazon’s oral care aisle is crowded with global giants like Colgate and Listerine, making it tough for a challenger brand to stand out. For key search terms such as “toothpaste” and “mouthwash,” costs were soaring — CPCs rose by 120% and in some cases topped £4 per click, higher than the price of a single tube. Even with strong conversion rates, Waken needed a smarter way to grow awareness and win loyal customers.
SOLUTION
We created a structured, phased approach to build Waken’s brand on Amazon.
Phase 1: Focused on awareness. Using Amazon DSP, we introduced Waken to eco-conscious shoppers both on and off Amazon with fresh creative assets. This delivered 17.5 million impressions in just three months — 4x the previous period — and drove nearly 900 new-to-brand customers.
Phase 2: Shifted to conversion. With awareness established, we used sponsored products, brand, and video ads to retarget engaged shoppers. By prioritising Subscribe & Save messaging, we grew long-term loyalty — adding 296 new subscriptions via DSP and ultimately driving a 2.5x increase in subscriptions year on year.
RESULTS
Our full-funnel approach delivered measurable brand growth on Amazon:
• 17.5M impressions in just three months — 4x the previous period
• 891 new-to-brand customers added via DSP
• 296 new Subscribe & Save sign-ups, fuelling a 2.5x YoY growth in subscriptions
• Ad revenue +27% vs. the next best month
Together, these results built awareness, loyalty, and record-breaking performance for Waken on Amazon. The campaign was so successful it was also featured by Amazon in their official case study library.
