Mirabel BeautyBeauty & Personal Care
Building demand for a brand nobody was searching for
Mirabel had a strong product in a category where shoppers search by ingredient, not by brand. Capture advertising had run out of room.
Engagement: Creative and DSP · 12 months
Headline results
+64%
New-to-brand orders
Trailing 6 months
+2.1x
Branded search volume
Amazon Brand Analytics
+29%
Conversion rate
Unit session percentage
Illustrative figures. This case study is demonstration content. Replace the brand, quote and every number here with verified, client-approved data before publishing — see src/content/case-studies.ts.
The challenge
What was actually wrong.
Impression share on Mirabel's priority non-branded terms was above 80%. There was no more demand to capture in search.
Branded search volume was low, which in a repeat-purchase category meant the brand was not being remembered after the first purchase.
Background
Skincare shoppers search by concern and ingredient. Winning those terms is expensive and does not build memory.
Mirabel's creative was competent but interchangeable with a dozen competitors at thumbnail size.
Strategy
What we decided to do — and in what order.
Fix the page before adding reach
DSP amplifies the detail page. We rebuilt the image sequence and A+ before any upper-funnel spend was committed.
Make the tile recognisable
A distinctive main-image treatment was tested specifically for legibility and recall in the search grid.
Report on new-to-brand, not ROAS
The measurement framework was agreed before launch so the programme would not be judged against a capture-channel benchmark.
Retarget with recency discipline
Frequency caps and tight recency windows to avoid paying repeatedly to reach the same shoppers.
Execution
The work, week by week.
- Rebuilt image sequences and A+ modules across 16 SKUs before DSP launch.
- Produced format-specific display and video assets for each major placement.
- Launched prospecting against in-market and lifestyle audiences with a fixed test budget and a six-month read window.
- Built retargeting segments by recency band with frequency caps applied.
- Tracked branded search volume monthly as the leading indicator of upper-funnel effect.
Before vs after
The movement.
| Metric | Before | After | Note |
|---|---|---|---|
| New-to-brand share of orders | 31% | 49% | Trailing 6 months |
| Branded search volume index | 100 | 212 | Brand Analytics, indexed |
| Unit session percentage | 9.2% | 11.9% | Catalogue average |
| Sponsored impression share | 82% | 79% | Deliberately held, not grown |
View the underlying data as a table
| Period | Indexed value |
|---|---|
| M1 | 100 |
| M4 | 118 |
| M7 | 156 |
| M10 | 189 |
| M12 | 212 |
Timeline
How it unfolded.
Months 1–3
Creative rebuild
Image sequences, A+ and video produced and shipped.
Month 4
DSP launch
Prospecting and retargeting launched with an agreed measurement framework.
Months 5–9
Audience pruning
Underperforming audiences and placements removed; creative rotated.
Months 10–12
Expansion
Video and streaming placements added where economics held.
Key learnings
What we'd tell the next brand.
Upper-funnel advertising should show up as branded search volume. If it does not after a full purchase cycle, it is not working.
Running DSP against a weak detail page is the most expensive way to discover a conversion problem.
Agreeing the measurement framework before launch prevents the programme being cancelled against the wrong benchmark in month two.
They told us we weren't ready for DSP and spent three months on our photography first. That was the right call.
Placeholder attribution. Client names and quotes are published only with written permission.
Services used in this engagement
Product photography & video
Studio, lifestyle, infographic, A+ and video built for a 320-pixel tile and a scrolling thumb.
ExploreAmazon DSP
Programmatic reach and retargeting for brands whose detail pages already convert.
ExploreProduct listing optimization
Titles, bullets, imagery, A+ and video rebuilt around the objection that stops the purchase.
Explore
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