🥤How Poppi Became a Customer Acquisition Powerhouse with AMC & SP Ads

📌 Brand Snapshot Category: Functional Beverage (Prebiotic Soda) Launch: 2018 (originally "Mother Beverage") Target Markets: North America Core Challenge: Scale customer acquisition efficiently while preserving marketing ROI

Poppi had a vibrant product and strong initial traction—retail presence and viral success—but their advertising approach risked being scattered. They needed a clear understanding of how different media (streaming, video, display, and SP ads) were driving:

New-to-brand (NTB) customer acquisition
Brand loyalty (Subscribe & Save sign-ups)
Omnichannel sales, including in-store at Whole Foods

The real question: Which ad touchpoints were delivering real business impact?

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1️⃣ The Challenge

New-to-brand (NTB) customer acquisition
Brand loyalty (Subscribe & Save sign-ups)
Omnichannel sales, including in-store at Whole Foods

The real question: Which ad touchpoints were delivering real business impact?

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2️⃣ AMC-Driven Insight

Poppi tapped into Amazon Marketing Cloud to unlock deep, first-party audience insights. They discovered:

A full-funnel strategy combining Streaming TV + video + display + Sponsored Products yielded the highest detail-page views 📈
Specifically, pairing DSP (awareness) with Sponsored Products (conversion) unlocked the strongest conversion rates.

These lessons helped Poppi shift from channel-centric spending to insight-led investment decisions, directly connecting media to outcomes.

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3️⃣ Targeted Action Steps

🔧 Phase 1 – Funnel Mapping & Segmentation

Mapped the shopper journey, identifying how each ad format built awareness or nudged towards conversion
Created precision audience segments: high-intent viewers, NTB segments, retargetable audiences

🔧 Phase 2 – Media Mix Calibration

Reallocated budgets to campaigns proven to drive NTB acquisitions and subscriptions
Balanced upper-funnel (TV/Video/Display) with lower-funnel SP ads for conversion efficiency

🔧 Phase 3 – Activation & Optimization

Launched Sponsored Product ads against AMC-defined audience segments
Monitored media-mix shifts weekly, using AMC data to reallocate for performance gains

4️⃣ Impressive Results

In under six months:

💥 16× increase in new-to-brand customers
👥 34% of Q1 2022 ad-attributed sales came from new buyers
🔄 Subscribe & Save grew by 54%, enhancing long-term value
🛒 Whole Foods conversions jumped 12× month-over-month, driven by omnichannel alignment

🌟 The Takeaway

Poppi’s formula for customer acquisition success:

Unify awareness and conversion media with SP ads anchored in AMC-identified audiences
Invest in NTB segments pinpointed by AMC to accelerate growth
Measure end-to-end, from streaming ads and Amazon exposure to click-to-store conversions

By following this insight-first playbook, mid-sized F&CPG brands—just like yours—can replicate Poppi’s success:

“If Poppi can generate a 16× lift in NTB checkouts and a 54% Subscribe & Save spike using AMC + SP, so can you.”

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✅ What This Means for Your Brand

Key Insight → Why It Matters
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Precision funnel targeting → Cuts waste, boosts efficiency
NTB-focused bidding & spend → Drives breakthrough growth
Omnichannel ROI visibility → Justifies ad spend across platforms

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