Ursa Major: Capturing a Prime Segment with Amazon Marketing Cloud Audiences
The Challenge
Ursa Major, a skincare brand specializing in natural beauty products, had ambitious revenue growth goals for 2025.
While remarkably effective in using Amazon to generate high-level brand awareness, Ursa Major needed help finding the customers who would close the deal by clicking that ever-important “Place Your Order” button. Thus, the challenger brand sought a more effective consumer targeting strategy to identify and engage Amazon shoppers with high purchase intent in order to drive more sales.
Ursa Major partnered with Tinuiti, its full-funnel performance agency, for its expertise in uncovering the right customers to target at the pivotal moment of purchase readiness.
Results
+15%
increase in total sales
+13%
increase in conversions
+22%
increase in Sponsored Product branded conversion rate
(results measured month-over-month)
How We Did It
Tinuiti began by analyzing Ursa Major’s prior-year data, comparing branded and non-branded performance across all campaigns. We found that branded campaigns showed higher new-to-brand rates and overall ad sales, and we knew we could improve overall conversion rates with some smart strategy pivots.
We tested a Sponsored Product retargeted campaign, focusing on shoppers who clicked a Sponsored Product ad in the last 180 days but had not made a purchase in 90 days. This audience represented Ursa Major’s lowest-hanging fruit, possessing high brand awareness, interest, and readiness to purchase beauty products.
Using Amazon Marketing Cloud (AMC), Tinuiti built custom audiences to retarget customers who searched branded keywords (i.e., “Ursa Major”). To achieve optimal reach among a top-priority demographic, Tinuiti applied a 900% bid multiplier, effectively assigning a high weight to this segment. This was paired with a 50% reduction in cost-per-click, enabling the ads to reach the desired audience without altering the overall CPC.
For an added layer of segmentation, Tinuiti tailored ad experiences based on the specific products customers were shopping for. The team used AMC’s robust custom audience capabilities to build three distinct campaigns around Ursa Major’s top-performing key products: Golden Hour Recovery Cream, Mountain Glow Serum, and Essential Face Wipes.
After just two weeks in the field, the success of this multifaceted approach was clear. Ursa Major saw a 15% month-over-month rise in sales, with conversions rising by an impressive 13%. With the help of AMC audiences, ROAS grew by 4%, signaling our ads were hitting their mark.
This success shaped Ursa Major’s strategy moving forward. Tinuiti expanded AMC testing to include targeting for branded cart abandoners, branded and non-branded new-to-brand lookalike audiences, and non-branded high average order value lookalikes – a further sophisticated approach in the increasingly competitive beauty and skincare category.
Tinuiti’s advertising expertise has been a welcome addition to our growth strategy on Amazon. Their deep understanding of the platform, as well as their willingness and desire to test new opportunities, such as AMC audiences, has helped us achieve our goal of bringing new customers into the brand while maintaining a healthy RoAS. These are the kind of results that evolve a marketing strategy.
Dillon Wright
Senior Director of Marketplace Growth, Ursa Major
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